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Football’s new age of fan power? – Prospect Magazine Prospect Magazine
Football’s new age of fan power?
SAM KNIGHT 24th August 2010 — Issue 174
As the football season unfolds, will Manchester United’s fans topple its US owners and set a pattern for returning English clubs to their communities?
Fever pitch: Manchester United supporters protest outside Old Trafford against the Glazer family, the club’s American owners
On a bright morning in July, in football’s brief off-season, the red patch of concrete in front of Old Trafford, Manchester United’s vast, girder-pronged stadium, was almost deserted. A few days earlier and thousands of miles away, England’s static and over-hyped team had been knocked out of the World Cup by Germany. Next to a bronze statue of the United Trinity—the imperious attacking line of George Best, Denis Law and Bobby Charlton from the late 1960s—a plump girl, perhaps eight years old, was jumping up and down in front of her father’s camera.
The background on which the father was trying to pin the girl, mid-air, was a giant poster showing Old Trafford through the ages. Above the words “100 years in the making,” was a football match—black-and-white on the left, full colour on the right—showing the sport’s evolution from a game played in baggy shorts before flat-capped crowds, open to the grey skies, to the unmitigated sunshine of the Premier League.
Standing nearby was a man called Willy. Willy was a clown until he got a job last year selling £8 scarves outside Old Trafford. He carried his merchandise—great coils of green and gold polyester like cartoon pythons—around his neck and shoulders. Green and gold were the colours once worn by Newton Heath, a football team formed by railway workers in 1878, which went bust and was rescued by four businessmen in 1902, who rechristened the club Manchester United.
Last season, the forgotten colours of Newton Heath became the shades of unrest at Manchester United, as thousands of fans donned the scarves to protest against the club’s owners, the Glazer family of Palm Beach, Florida. The Glazers, shopping mall magnates who also own the Tampa Bay Buccaneers, an American football team, took over in 2005. The team has enjoyed major sporting success in the last five years, but the period has—in the fans’ eyes at least—been defined by the Glazers’ extraction of money from the club for personal loans, mysterious “management fees” and, chiefly, to service the interest on the £700m they still owe for buying the club.
Willy looked up at the poster. “There’s five things wrong with it,” he said. He moved to the edge of the pavement—he is not allowed on Manchester United’s land—and listed them: “There’s only one linesman. There’s no referee. There’s no ball. A hundred years ago there was no stand down that end and you never had a black player in the league.” (One of the yesteryear players, at right back, appeared to be black.) “The Glazers spent 35 grand putting that up,” Willy said. “How can you play football with no ref and no ball?” When I suggested that the Glazers might not have personally overseen the poster design, Willy shook his head. That wasn’t the point. They had no right to be involved in football. “They’ll go,” he said. “They’ll definitely go. They won’t have a choice.”
The red concrete in front of Old Trafford was the stage for some of the angriest fan protests earlier this year. After the final game of the season, in which Manchester United beat Stoke City 4-0 to finish second to Chelsea in the league, supporters set fire to their season tickets and sang songs about Malcolm Glazer, the family’s self-made 82-year-old patriarch, who has not been seen in public since he suffered a stroke in 2006. “He’s gonna die, he’s gonna die,” they sang. “Malcolm Glazer is gonna die./ How we kill him I don’t know./ Cut him up from head to toe./ All I know is Glazer’s gonna die.”
Fomented by internet forums and talk radio, the unrest at England’s richest and most successful football club appeared on both the front and back pages of newspapers last season, as it will surely do in the months to come. (”New Season, Same Goal,” is the campaign’s latest slogan.) But it is not just the prominence of the club, or the quasi-comic villainy of the Glazers—a Panorama investigation of the family’s finances, broadcast in June, depicted them as a set of garden gnomes—that has made the stand-off so absorbing. It is because the rage at Manchester United feels part of a wider anxiety about the national sport. Players who earn £150,000 a week; tickets that cost £50 a game; clubs in colossal debt or bankrolled by foreign tycoons; a national team that can’t beat Algeria—it all seems to signify that English football has gone wrong somewhere. In this year’s general election, all three main political parties felt the need to promise to reform the game, while among many football fans, a millenarian air prevails. As Willy concluded: “I think it’s all going to crash.”
Yet the source of this foreboding can be hard to make out, let alone articulate. English football is not going to crash. In 2008-09, the last season covered by Deloitte’s “Annual Review of Football Finance” (the industry bible), the top four divisions of English professional football earned revenues of just over £2.5bn, around 80 per cent of which went to the Premier League, the richest league in the world. “It ain’t broke,” said Paul Rawnsley, a Deloitte director who worked on the report. “The fundamentals of the game are very strong.”
Attendances, which contribute a third of the income of Premiership clubs and a higher proportion to clubs in the leagues below, have thrived during the recession. Last season, more than 29m tickets were sold to watch English league football, the most since the introduction of all-seater stadiums in the mid-1990s. For the 13th year in a row, Premiership grounds were, on average, more than 90 per cent full, while league clubs enjoyed average capacities of 59 per cent, a new record. There is no sign of football’s income, or popularity, drying up. The beginning of this season marked the start of a new, three-year broadcast deal for the Premier League, worth £1.2bn a year—30 per cent more than the last one. The extra money came mainly from the sale of international rights. Greater future revenues are not just limited to the top clubs either. New broadcast and sponsorship deals will see the income of the Championship (the second tier of English football) increase by 25 per cent over the next two seasons.
From a business point of view, football’s great problem is that it doesn’t generate profits. In 2008-09, the Premier League had a profit margin of just 4 per cent; Manchester United made £48m, but 14 out of the 20 clubs lost money; and the Championship lost £190m. Taken as a whole, England’s 92 league clubs have not managed to break even once since the start of football’s moneyed era 18 years ago, when the Premier League was founded and pay TV introduced. The reason is simple and self-inflicted: competition, the cash-swirled pursuit of the world’s best players and managers. Premier League revenues have increased tenfold since 1992, but players’ wages have grown twice as fast, with the 20 clubs spending a total of £915m on salaries in 2008-09. Between them, Premiership clubs have £3.3bn of debt, 40 per cent of which is in the form of interest-free loans from owners.
But such getting and spending—Alan Sugar, a former chairman of Tottenham Hotspur, called it the “prune juice effect” (it comes in and goes out straight away)—is a strange thing for supporters to complain about. When they are not expressing their disbelief at how much players get paid these days, most fans are demanding that their clubs sign a minimum of three new players. “Ultimately, what do supporters want? Supporters want success,” a former director of a Premiership club told me. “They want to see that they have achieved something… and to let tomorrow take care of itself.”
The shared giddiness of fans and owners—plus the odd outbreak of fraud—has meant that, in the midst of the game’s biggest-ever boom, 44 out of England’s 92 league clubs have been involved in insolvency proceedings. Eight teams have gone bust twice since 1992 and one—step forward Darlington FC, nicknamed “the Quakers”—has gone under three times in 12 years. Last season, Portsmouth, with debts of £137m, became the first Premiership team to go into administration.
But when they hit the wall, clubs bounce back. All 44 once-bankrupt teams will compete in the leagues this season. Their fans have mostly stayed loyal, while their rivals have been protected by the arcane “football creditors rule,” under which insolvent clubs honour their debts to their players and other clubs ahead of “ordinary” creditors. (HMRC is challenging the rule in the courts.) In 2003, the Football Association tried to instil better behaviour by docking clubs ten points for entering administration, but the punishment—the cost of three wins and a draw—is not outside the normal topsy-turvy of a season.
There is an argument that the financial recklessness of English clubs is an extension of the breathless, high-energy game that so many of us like to watch. American sports, with their relegation-less leagues, salary caps and draft systems (in which teams take turns to pick eligible players from a pool), might be profitable and stable, but they are, well, profitable and stable. English competition is entire; it extends right through to bond issues, summing-up orders and the deus ex machina of an Arabian prince or a Siberian oligarch coming to town. Certainly the rising attendances, increasing number of Sky subscriptions (now at around 10m British households) and seep of football coverage into every corner of the media suggest that, even if we find the financial side of the game obnoxious, we also enjoy watching it and talking about it.
And yet, and yet, something is awry. We feel it in our bones. We feel it despite the colourful boots, despite the people of Singapore paying £10 to watch Blackburn play at midnight. We feel it in the four owners that Portsmouth had last season, one of whom never visited the stadium. We feel it in Wayne Rooney’s reaction to England’s draw with Algeria: “Nice to have your home fans booing you.” We feel it when we hear Liverpool fans talking about leveraged buyouts on the radio, and when Dave Whelan, owner of Wigan Athletic (£70m in debt) is considered one of the Premier League’s few reformers.
Identifying this angst, and deciding whether it is justified, means going beyond ordinary financial or sporting measures. And that is not an easy conversation to have. “Football’s answer to all your questions is to dispute your analysis,” says Dave Boyle, chief executive of Supporters Direct, which promotes fans’ involvement in clubs. “As far as we are concerned: the stadiums are full, we’re winning trophies, we’ve got amazing viewing figures all over the world, our players are renowned for being brilliant… We’re still in the denial phase.” Boyle is right: when I asked a financier who raises money for clubs if the game was losing its soul, he crossed his arms and pointed two fingers of one hand while wiggling the fingers of the other. “This is sign language,” he said. “It means bullshit.”