January 1, 2018 by stuartnoel - 1 Comment

Happy transfer window opening day

Hooray! The Transfer Window opens again today, marking the start of the easiest period for some journalists who can simply make stories up (draw player name from pot one, club from pot two and then add a word such as “rumour has it” or “according to sources” and you have a story). China will undoubtedly be mentioned time and time again, just as it was a year ago.

So it is official. World football has gone mad. Oscar’s transfer to Chinese side Shanghai SIPG ratified on the 1^st January meaning he left these shores to become the richest player in the world, with an estimated salary of £400k. And for Chelsea? Well they will get £60 million as “compensation”, £35 million more than they paid for the 25 year old Brazilian or in terms of games played, a profit of £172,414 for every game he played for the Blues.

Oscar kept the “richest player” in the world for almost an hour as Carlos Tevez agreed to join cross-city rivals Shanghai Shenhua on a weekly wage of £615,000, or in layman’s terms, £1 per SECOND.

This is a very similar conversation to what we were having a year ago when the likes of Ramires and Alex Teixeira joined the league for tens of millions of dollars yet that hasn’t destabilised world football has it? So the scaremongering about this being the beginning of the end is pure hyperbole.

In the history of football in England there have been five clear compelling events that have shaped our game today. Whilst some people may consider other events in a similar vein, football is today a global business rather than a game of the people. How have we got to this point?

Back in 1888, William McGregor, a director at Aston Villa wrote to a small number of other football clubs and suggested the creation of a league competition, based on the structure of “football” in the United States college system. The league kicked off in September of that year, the first organised football league-based competition in the world.

At the turn of the century, the Football Association passed a rule at its AGM that set the maximum wage of professional footballers playing in the Football League at £4 a week, and banning any payment of match bonuses. The concept of the maximum wage stayed in place for sixty years until it was abolishing it in January 1961, the second compelling event in British football.

Money has been the root of all evil in our game and the third tipping point came in 1990 after the publication of the Football Association’s “Blueprint for the Future of Football” which essentially laid out the concept of the Premier League. There’s little debate that the Premier League was created to ensure that the clubs at the top of English football were able to maximise revenues potentially on offer of the next TV deal. The heads of terms agreement was signed in July 1991, with the First Division clubs giving notice to resign from the Football League a few weeks later.

Hot on the heels of the formation of the Premier League came the next compelling event – the first BSkyB Television deal, signed in May 1992, for £191 million paid over five years. Five years later that amount more than trebled to £670 million. Now, twenty five years later that amount is over £5 billion.

The huge amounts being offered by the TV companies also had a knock-on effect, one that today is still the most emotive subject for the fans and the media alike. Overseas ownership of clubs. Whilst some may point the finger for the huge sums paid for players today at the door of Blackburn Rovers, and what owner and life-long fan Jack Walker did in the early years of the Premier League by buying the best of British and delivering an unlikely Premier League title to the Lancashire club. Walker invested nearly £100 million of his own fortune to bring a redeveloped, modern stadium to Rovers along with the league title for the first time in 80 years.

However, it was the arrival of Russian billionaire Roman Abramovich in West London that really changed football as we knew it. It’s not public knowledge how much exactly Abramovich has invested into the club but it will have run into hundreds of millions. What his investment has proved is that money does buy success and it is will some irony that Blues current manager Antonio Conte has issued a stark warning about the impact of the cash being spent on players in China could have on the rest of football.

To me, they are the five moments in the history of English football that have shaped our game more than any other events. Like it or not, the TV deals now dictate how our football clubs think and act, with managerial careers now at the mercy of the riches on offer for simply keeping a team one place above the Premier League relegation zone.

But let’s assume for one minute that the transfer market in China does accelerate and they start making serious offers for the most talented players in the Premier League. What are the potential ramifications for our game should we start leaving these shores?

Scenario 1 – Investment into Premier League clubs from foreign ownership comes to an end

In this case, the growth in Supporter-owned clubs would increase. Is that a bad thing? We only have to look at the Bundesliga, often used as the ‘model’ for successful leagues. In Germany all clubs in the Bundesliga are issued with a licence which is based on financial criteria as well as the fact that no one individual can own more than 49% of the shares in a club. Football clubs are incredibly resilient. Out of the 88 clubs that played in the Football League ninety years ago in the 1926/27 season, only two of the clubs completely cease to exist today (Aberdare Athletic and New Brighton). In that same period, huge numbers of companies have gone to the wall. Football does have a Teflon coating and any withdrawal of funds from one source will be replaced from elsewhere.

Scenario 2 – Clubs are forced to play home-grown talent

With Chinese clubs happy to raid the Premier League on a regular basis perhaps the clubs will invest more in the pathway for the development of their players. Instead of simply stockpiling young players who are loaned out until their value drops to a point where they are simply released, clubs will give the youngsters a chance. The more young English players that are given the opportunity to play in the Premier League, the better it will be for our National side. In addition, clubs will be more willing to work with grassroots clubs in the development of players through that channel. With potentially less cash available for wages, hopefully the players that come through will be more “balanced” and more in touch with the fans. Again, look at the situation in Germany where the majority of the team that won the 2009 UEFA Under21 Championship were also part of the 2014 World Cup winning squad – all of whom bar one (Mesut Özil) plied their trade in the Bundesliga.

Scenario 3 – Premier League TV rights are devalued

With an exodus of the “best” players, the Premier League is no longer seen as the best league in the world and when the parties sit round the table in 2018 to renegotiate the three year deal due to expire in 2019 the offer will be significantly less than we saw in 2016. Bear in mind that initial viewing figures for this Premier League season have seen a decline by nearly 19% in the first two months, hardly the result the winning bidders expected for the record TV deal. If the product is devalued by the exodus of players then what bargaining chips will the Premier League clubs have? Less TV revenues coming in will reduce the level of commercial agreements and thus clubs will once again have to look at alternative revenues or cost-cutting measures. Fans may then start to see the value of the grassroots game, and attendances may will rise in the Non-League game.

Scenario 4 – Absolutely nothing changes

In all honesty, it would take a massive investment within the Chinese league to make an impact on English, Spanish, German or Italian football. The whole reason for the increase in investment by the Chinese clubs is to increase their talent pool. The concept is that you bring in overseas coaches to help develop Chinese coaches, you bring in world-class players that will also hopefully increase the skill levels of home-grown players which in turn strengthen the Chinese national team. That’s the ultimate aim. Having played in just one World Cup (back in 2002 where they lost every game and failed to score a goal), they are significantly behind the countries who they would consider rivals. Japan have qualified for the last five World Cup Finals, reaching the knock-out stages twice, whilst South Korea have qualified for the last eight and finished fourth in 2002. If they cannot improve their performance on the world stage then this whole phase will go down in history alongside the ultimately failed North American Soccer League in the 1970/80s where some of the best players were tempted for one last hurrah.

Of course there may be other consequences but I think scenario 4 is the most likely to play out. Whilst the headline numbers are all round how much some of these players will be paid, the pressure and media scrutiny they will be under to perform will be intense. Footballers such as Tevez are already millionaires multiple times over. They could retire tomorrow and never have to worry about money every again. So what is their motivation to move? Only they can answer that but I do not feel a small handful of players heading east is the next compelling event in our beautiful game.

December 28, 2017 by stuartnoel - 0 comments

Marketing 101

Today we head back to February 2012 and the news that West Ham had turned to GroupOn to try to shift tickets.

On Tuesday morning, like every morning, I started the day with a look at my email. Such is the modern world, and the joys of working within the Internet Services Market for a global company that the motto “if you snooze, you lose” has become one of our core values. As usual after discovering my online bank has been accessed and I need to “log in” to restore my access, that my penis can actually grow by 6 inches in just 28 days and of course the happiest news that I have won the

Spanish lottery AGAIN, I get to the GroupOn emails. The whole social discounting model is a great thing for consumers. Crap for retailer, but good for consumers.

People who buy these deals (and can jump through the respective hoops to actually use the voucher) do so because they are being offered something at a bargain price. They are rarely for things that you would normally pay full price for – hence why the retailers turn to GroupOn to fill capacity. Deals such as hotel breaks for 50% off (or more) become good deals, but few, if any, people would think that the deal/hotel was that good that they would return and pay full price. That is the fundamental issue with the whole concept. GroupOn (and other sites such as LivingSocial.com) are great for a one-off, but building loyalty is another issue.

I am used to seeing Fulham and Crystal Palace appearing on my GroupOn offers timeline. £10 tickets for Palace on a Friday night (“limit: 100 per person”) have made me smirk in the past. Few, if any people would take up the offer and return for future games paying full price (otherwise why wouldn’t they have bought for this game?). I would have thought that there are other ways to market tickets to niche sectors without having to resource to such drastic price cutting measures.

But today I was very surprised. West Ham were the “deal of the day” and before anyone says it, yes it was a slow new offer day. Tickets for West Ham v Watford (7th March 2012) were £40 for two (and £60 for 3, £80 for 4). As if that wasn’t enough to entice you in, the highlights included the fact it was “Close to Upton Park tube”. I am aware of the offers the club has been involved with so far in 2012 – discounted tickets for buying pizza in Dartford and leaflet drops in Charlton Athletic and Millwall supporter areas to name just two. But is this the right move for the club? And what are the issues of going down this route? To me it is three-fold.

1. The impact on the fans – Tickets for this fixture went on sale to Members back in December starting from £32. As with the game against Nottingham Forest where significant last-minute marketing was carried out to “boost” attendance, it wasn’t directed at the membership database. So one of the perks of membership is the ability to purchase tickets in advance of the general sale. It used to be the case that members also got a discount, but that privilege was removed last season. For this game (as it was for the game v Forest), members will have been penalised for buying early – a somewhat lopsided business model in terms of yield management. The impact on members in future is that they may delay buying their tickets because there could be offers like this. The impact of this for the club is that cashflow is delayed, meaning potential short-term pain.

2. The impact on the future – West Ham, under Sullivan/Gold/Brady, have become a club with grand ambitions. There is nothing wrong with that. You do not want your team to be content with just being also-ran all of the time. The whole Olympic Stadium debate was always (and still is) about them and their image, not the fans. In fact the fans have never been properly asked if they want to move. There has always been an assumption it was a given. Perhaps the original motives were simply to stop Spurs getting it, but I have never been able to understand the logic that says a club with a core support base of 35,000 need to move to a 60,000 stadium, let alone one where every seat offers a worse position than Upton Park. This is underlined by the fact the club is needing to resort to using GroupOn to sell tickets to fill the stadium. If you look at attendances this season you will see some near capacity crowd – such as Barnsley and Burnley or the game on Saturday against Crystal Palace, where as games where full price ticketing has been held up such as Leeds United, Ipswich Town or Portsmouth have averages down by 7,000 on capacity. Is it any coincidence that the games were attendances have been high have also had special promotions in terms of ticket prices? Kids for £1, kids go free, family tickets for four for less than £50.

This season the average attendance at Upton Park is 29,446, the biggest in the division. Last season it was 4,000 higher in the Premier League. Sure, there is the argument that away support is smaller, demand for the Championship product is less than the Premier League, and the police have played a part in limiting away attendees for the games versus Cardiff City and Millwall, but actually do clubs like Burnley, Coventry City or Bristol City bring less fans than Wigan Athletic, Bolton Wanderers and Fulham? This means one of two things – either the average price is too expensive for the product on offer, or the core fan base is dropping.

The second point is an interesting one. Discounts for kids are a great idea. West Ham should be applauded for the continued use of this tactic which they were one of the first clubs to introduce over a decade ago. But the issue is they tend to be the exception rather than the norm. Other games (such as the one versus Coventry City) have seen kids tickets rise to £19, the consequence being crowds dropping to around the 25,000 mark. Charlton Athletic frequently give tickets away to local schools – in an age where football clubs are trying to become the centre of the community what better way for the club to boost its image than encouraging locals to come to games. West Ham are one of the biggest employers in Tower Hamlets, which is one of the poorest regions in England. The vast percentage of West Ham’s supporter base is from outside of their local area – what better way to engage with them. Interestingly enough these “new fans” would be more likely to return to the club simply based on the proximity of the club.

Finally, it is worth noting that as a member (and also having a lapsed membership on my email address) the club hasn’t marketed to me about the deal – surely a starting point from their database is fans who have bought tickets this season but haven’t for this particular game? Isn’t that marketing 101?

3. The impact on the club – When you use GroupOn, only 50% of the revenue is pocketed by the “retailer” (the rest is kept by GroupOn). So a £20 ticket will see only £10 reach West Ham. Yet the club has an “active” Social Media strategy right? Nearly 40,000 followers on Twitter and a Facebook page with thousands of “likes” is surely a good place to start with these offers if they are going to do it. That way the club will at least keep the full wallet. Why is this important? Because I want the club to get whatever money I pay for my ticket, which I hope they will re-invest in the infrastructure or the team. I do not want to see that cash go to an US company. As I mentioned above, I would rather the club invested into the local community, local schools, local groups where there is an opportunity to build a strategy for encouraging new fans.

So on one hand I should applaud the club for trying something new and embracing a social media channel to market. But it cannot be denied that their continued use of shotgun style marketing offers is antagonising the existing fan base. So for now I hope that those GroupOn purchasers enjoy their night out at Upton Park and I hope they come back, but somehow, like the vast majority of all GroupOn deals, it will be just for the night.

January 20, 2017 by stuartnoel - 3 Comments

Is the Chinese cash a bad thing for English football?

Scenario 1 – Investment into Premier League clubs from foreign ownership comes to an end

Scenario 2 – Clubs are forced to play home-grown talent

Scenario 3 – Premier League TV rights are devalued

Scenario 4 – Absolutely nothing changes

December 27, 2016 by stuartnoel - 1 Comment

Who benefits from Stadium naming rights?

There’s a fantastic new book that’s been published by Leon Gladwell called “Beyond the turnstile” which is full of oustanding pictures from his quest to capture the beauty of the game around the world. Leon contacted me about 18 months ago and asked me to write the forward for his book, which I was absolutely honoured to do. I focused on the comparison between football and religion and how the stadium had become the modern day place of worship, the new age cathedral.

But is football the new religion? And are football stadiums the cathedrals for the new common man? These are two questions that people have asked for years. Whilst the questions may be fanciful to some, belittling to others, there is some truth in the statements. Based on the continued growth in the commercialisation of the game I would suggest that some football clubs have a cult-like approach to fan engagement. Get them in as young as possible, ram emails down their throats as often as you can and then brainwash them to come and spend ridiculous sums of money on things like branded toasters, branded bottles of water and even branded vodka. There is certainly no end to what a football club will slap an advert on these days for cash – in some cases even the club themselves such as Red Bull Salzburg. However, apart from shirt sponsorship, stadium naming rights are the biggest asset a club has that they could monetise. In some countries, such as Germany, it is the norm to sell the naming rights on a regular basis but elsewhere in Europe where many grounds are not owned by the clubs, but by local authorities it is not as common, such as in Italy or Spain.

The situation in England is confused to say the least. If you look at the twenty biggest stadiums in England, only five are sponsored. The Emirates, The Etihad, The Ipro, The Ricoh Arena and The King Power Stadium. Interestingly there are a couple of other stadiums in the list that used to be “named” but have now dropped the convention. Middlesborough’s The Riverside started off life as the Cellnet and then the BT Cellnet stadium before reverting back to its proper name in 2003. Southampton’s St Mary’s Stadium was originally known as the Friends Provident St Mary’s Stadium, quite a mouthful before they withdrew their support in 2006. Oh, and who can forget the ridiculous situation at Newcastle United when St James’ Park was renamed the SportsDirect@St.James’ Park or something else ridiculous for a period of time. At number four on the list of stadiums based on capacity is the London Stadium, aka The Olympic Stadium where it is only a matter of time before some random name is added to the title (Mahindra or Tesco’s were the front runners a few months ago).

Stadium rebranding his hardly the religious approach akin to the “cathedrals for the common man” is it? For whose purpose is the naming of a stadium? The players? Will the team be more likely to turn performances up by 10% if they have a new name above their heads. The fans? Look at the situation in Dortmund. Do the Borussia fans bedecked in their yellow and black say, obviously translated from our German cousins “Are you going down the Westfalonstadion today” or “Shall we head off to the Signal Iduna Park”?

Even down in the Ryman League South we come across clubs who have sold the naming rights to their ground which leads to some confusion with the fans. Whilst the Shepherds Neame Stadium resonates with the town of Faversham and thus the football team, the Heards Renault Stadium is a grand name for Molesey’s Walton Road ground and the GAC Stadium is perhaps unknown to those outside of East Grinstead.

I have no issues with stadium naming rights as long as they are done for the right reasons. A long term commercial partnership for instance. You cannot have a better example than the Reebok. Most football fans will still consider it the name of Bolton Wanderer’s stadium despite the fact it has actually been sponsored by Macron since 2014. That’s the danger that could impact Arsenal when the naming rights of the Emirates comes up for renegotiation in 2028 – it will be hard for any brand to gain any commercial traction after twenty four years of sponsorship – which actually puts the airline in a strong negotiating position, knowing that few other organisations would be willing to invest in the brand.

Possibly the least successful example of stadium naming rights has to belong to Darlington FC. For 120 years of their history they played in the town centre at Feethams until the club were taken over by millionnaire George Reynolds who moved them in 2003 to the out of town, 25,000 capacity Reynolds Arena, complete with gold taps in the toilets and marble throughout. The club averaged 3,500 during their time in the stadium and fell out of the Football League in 2010. During that period the ground was known as the Northern Echo Darlington Arena, Williamson Motors, 96.6 TFM and Balfour Webnet before Darlington folded and reformed as Darlington 1883, moving to the more homely Blackwell Meadows. Today the stadium is owned by Darlington Mowden Park rugby club.

November 2, 2016 by stuartnoel - 0 comments

More than just a game…North London prepares for a battle royale on Sunday

In November 2017 it will be the 130 anniversary of the first meeting between the teams we know today as Arsenal and Tottenham Hotspur. Back in the Victorian age this was of course a North v South of the river clash, with the first ever game between the two rivals being played on Plumstead Common, which today opposite a McDonalds and Belmarsh Prison. That game had to be abandoned with Spurs leading 2-1 due to “darkness”.

Fast forward 129 years and 183 meetings since, the first meeting of the season between the two rivals has never been more eagerly awaited by the two sets of fans as well as those with an interest in online sports betting. Whilst Arsenal’s position in the top four of English football has been undisputed for nearly 20 years, Tottenham’s emergence as a challenger to the title has been more recent. After kissing a number of frogs, the club seems to have found their prince in the form of Mauricio Pochettino who almost brought the first title to N17 for over fifty years last season and is yet to experience defeat in the Premier League this season.

The Spurs fans I know have become much more mellow with things off the field too. The wisdom of Daniel Levy is now not a heated discussion, especially as the emergence of the new stadium is visible at every home game. Once complete, it could act as a catalyst to power the club commercially forward. According to the annual study by Forbes, Spurs are the tenth most valuable football club with an estimated worth of just over £700m, around 50% of the value attached to Arsenal. The key to creating more value is the bigger stadium with more opportunities to drive commercial revenues. It is no surprise that the teams that hold the top five places in the list all play in front of sold-out stadiums with capacities over 60,000. Joining that list is the clear ambition of Spurs in the next five years. It is clear from the ticket sales for their Champions League games at Wembley so far this season that if you can build it, they will come.

Whilst the Spurs fans are happy with life at the moment, Arsenal fans continue to enjoy a love/hate relationship with the owners and the manager. Best ever one week when they destroy Chelsea, showing them the door the next when they fail to beat Middlesbrough at home. There can be no denying that they are a major challenger for the title this season, having scored three or more goals in 60% of their Premier League games so far this term, whilst hitting the back of the net on 17 occasions in their cup games so far, including nine against the Bulgarian champions Ludogorets, already booking their spot in the knock-out phases of the Champions League. Whilst some fans may bemoan a lack of dynamism in the transfer market, Wenger has managed to shuffle the pack when required this season.

Sunday’s game won’t decide the league title – especially this season where there are half a dozen teams who have a legitimate shout but it will make Monday a potentially uncomfortable day at work for half of North London as the winners will earn the bragging rights until the end of April at least.

August 8, 2016 by stuartnoel - 1 Comment

Open season

It was only fit that West Ham’s official opening game in their new home was actually taking place three days after they first played here. After all, having “turned the lights out” at The Boleyn Ground in the final home game of the season against Manchester United back in May, they then proceeded to host a number of other games there. Every time you think that the club have turned a new leaf and rid itself of making mistakes, along comes another example of organisation curtosey of Captain Cock-up. In this instance, the game against Juventus was announced prior to the end of the season when the club was still involved in the chase for Europa League (and even Champions League). Surely, someone, somewhere in the upper echelons at the club must have said “hang on chaps, what if we qualify for Europe?”. Still at least we have the co-Chairman’s son to spout rubbish every day.

This would be a real test of logistics. Thursday had seen nearly 55,000 leave the ground after the 3-0 win in the Europa League without many issues. Today would see a similar number having to negotiate tens of thousands of shoppers plus the crowds heading to the “urban beach” next to the stadium. The route to the stadium took us through the shopping centre where blue-rinsed shoppers berated the Hammers fans for delaying the opening of Marks & Spencers. “Oi! I want to buy my bloody Sunday lunch for my old man. But no! I have to wait for you lot”.

The club had promised that unauthorised street traders would be banished from the area around the stadium, so no badgeman or old programme stall. However, it seemed acceptable that ticket touts and half ‘n’ half scarf sellers were allowed to peddle their wares. I could rant here about intellectual property abuse but I don’t think the club actually cares.

The stadium certainly looked magnificent from the outside. The “wrap” around the perimeter featured some of the current squad, which is a bit dangerous as and when they may leave, as well as silhouettes of various players such as Noble and Payet. Entry was painless but then you hit the first issue. The queues for food and drink stretch along the concourse, meaning as you enter you have to negotiate through a line of queuing fans.

Just behind those concession stands was a temporary bar set up selling Iron Ale (there is also supposed to be Boleyn Bitter somewhere around), a beer mysteriously brewed specifically for the club and the ground (and at £4.90 a pint). Once again, you get the feeling that the club could have done something with the pricing on food and drink, but decided not too.

As we made our way to the seats we found plastic bags on our seats. “We’ve paid them £1,000 and all we get is a bloody plastic bag” was the response from my neighbour. Apparently, when you held them all up it spelt out “Come on you Irons!” but we didn’t know that. The whole opening ceremony was a little bit strange. There had obviously been a few bits taken from the European Championships, whilst the fireworks added to the occasion but it did seem a little bit unorganised.

West Ham would be wearing their new third kit which for once one that most fans bought into. In commemoration of the first season at the stadium the club had permission to wear a black (or very dark blue) kit that had the badge of Thames Iron Works (TIW in case you see the initials later in the season) rather than the new West Ham badge.

Despite all of the reservations, the political arguments and the rights and wrongs of their residence at the stadium, there was no going back. Bilic fielded a strong starting XI with the impressive Nordtveit in the holding role whilst Josh Cullen was thrown in at the deep end, coming up against players like Dani Alves. Whilst the result was in some ways unimportant, the fans wanted to see some of the flair that had seen West Ham challenge at the top end of the table last season.

West Ham United 2 Juventus 3 – The London Stadium – Sunday 7th August 2016
At the end of the day, it was irrelevant who won “The Betway Cup Final”. Today was all about the Stadium. Quite how Juventus went from dominating a game, with levels of possession in the 80 percentile in the first half, to nervously defending with five minutes to go to stop West Ham taking the lead I will never know. If there was ever a definition of the gap between Champions League and Europa League then just watch the first 30 minutes of this game. This was of course a Juventus side without Paul Pogba who had handily hitched a lift to London to sign for Manchester United.

The close passing play of the Italians was a pleasure to watch. Both of their well worked early goals, scored by Paulo Dybala and Mario Mandzukic, were applauded by the West Ham fans as well as the small group of Juve supporters in the Sir Trevor Brooking Stand. Then all of a sudden we clawed our way back into the game as Carroll scrambled home a loose ball after 38-year-old Gianluigi Buffon had made a great save from his headed effort. Two minutes later the woodwork and a combination of Carroll, Adrian and Reid somehow kept out Alex Sandro’s effort.

The second half saw a slow trickle of substitutions with Bilic, patrolling the biggest technical area in world football, blooding a number of his new signings including Fletcher and Quina, some of the promising youngsters such as Oxford, Burke and Page plus of course, the man of the moment Dimitri Payet who made his entrance in the 74th minute to a standing ovation and a chorus of his song.

Nobody had any idea what would happen if it ended 2-2 at the end of 90 minutes. There was no reference to details in the programme nor was there any announcement made. With just five minutes left it became academic when Zaza finished neatly after a through ball from Marrone, the queue for thousands of fans to make their way to the exits.

Whilst the vast majority of fans headed to the shopping centre to deliver chaos and carnage to the blue-rinse brigade, I took a left and went to Stratford International where I walked straight onto a train bound for Ebbsfleet and the waiting CMF. Exactly 30 minutes after leaving my seat I was in the car. Alas, that 12 minute train journey costs an eye-watering £16 one way. Surely someone at the club or South Eastern railway realises there is a huge opportunity to alleviate some of the issues by making the route cheaper on a match day? Or am I simply talking common sense again?

It’s far from ideal to be a football stadium that will please everyone. Sitting in the Upper Tier you are along way from the action (everyone would really need binoculars higher up in the stands) and any atmosphere soon dissipates. That may change when fans have their assigned seats come the start of the Premier League season. The outside of the stadium looks fantastic, the inside still unfinished with the troublesome gaps where the retractable seating is. But if the club gets 54,000 for every game will they really care?

May 3, 2016 by stuartnoel - 1 Comment

A fond farewell…sort of

Humans are rubbish at saying goodbye. We will put something off as long as we can, often kidding ourselves that we will get “one final chance” to say farewell, even when deep down we know it’s not going to happen. I’ve known for three years that at some point I would be making my final visit to Upton Park yet when the realisation comes that “this is it” I didn’t really know what to think.

I recently worked out I had seen West Ham play at The Boleyn Ground over 300 times. My first visit was back in 1976, coming to a game with my Dad and brother against Burnley. I’ve seen promotions, relegation, riots, sit-ins, utter jubilation and crushing defeats. As a father I remember bringing both my children to the ground for the first time, hoping that they would fall in love with the stadium just like I had. One hated her first experience of football so much (and we were sitting in a box!) that she vowed never to come back. There are few games that for one reason or another I don’t recall. Despite the game becoming this global, polished marketing vehicle, the life that teems around Upton Park on a match day hasn’t really changed in that 40 years. Ken’s Cafe, Nathan’s Pie and Mash, the same bloke selling the programmes (the one with the pierced ear and funny teeth). I still wonder today what happened to the Monkey Nuts seller on the North Bank.

There was never going to be a chance of getting a ticket for Swansea City, or latterly Manchester United. Football doesn’t work on compassion and nostalgia these days. My years of loyal support and tens of thousands of pounds count for nothing – it is all about the here and now, and I have no issues with that having given up my season ticket six seasons ago. So my chance to say goodbye was going to be in the Premier League Development Squad League Cup Final First Leg (nothing like a catchy title) against Hull City on a freezing cold April night.

West Ham’s current owners do some things really well. But they also far too often go back to type and think of the fans as ATM machines, happy to dish out cash on demand. Take the start of this season where West Ham had qualified for the Europa League for the first time in over a decade. Tickets for those opening games were priced from £10. That is cheaper than watching games eight levels below the Premier League. Consequently virtually every ticket for the three games played at The Boleyn Ground sold out. A few days after the last of those games was a friendly arranged against Werder Bremen where the ticket prices were doubled. The attendance? Well let’s just say tickets were available to buy on the day.

The positive vibes the clubs created by announcing a year in advance of the move to the Olympic Stadium with some of the cheapest season ticket prices in the Premier League were seriously undone by the legal wranglings over the exact details of the stadium deal. A walk around the stadium store just shows how much money the owners have tried to make out of this final year at The Boleyn Ground. Almost every item under the sun had a “Farewell Boleyn” logo on. Based on the number that had started to appear in the bargain buckets, I guess fans have got “farewell” fatigue.

Every fan will have their own special memories of the ground and meeting up with Dagenham Dan and Brian we spent a fair amount of time taking a trip down memory lane to the most obscure places. In the fullness of time I am sure I will remember more but for me the five most vivid memories have been:-

West Ham 5 Notts County 2 – August 1978 – My first real season at Upton Park and on the opening day a team inspired by Devonshire and Brooking scored four first half goals to top the league. I assumed from my spot on the lip over the entrance to the South Bank, just in front of the man bar that every game would be as easy as this….

West Ham 1 Dynamo Tblisi 4 – March 1981 – Almost 35,000 squeezed into Upton Park to see one of the finest performances ever witnessed at the ground. The Russians (now Georgians) arrived for this European Cup Winners Cup Quarter-Final as relative unknowns but undid a West Ham side who had lost just a handful of games all season. Even now I can remember the names of players such as Chivadze, Chilaya and Shengalia. By the time we reached the ground at 7pm, the North Bank and West Stands were full, but for some reason nobody was using the “away fans” turnstile – the first time I ever stood in that corner of the old South Bank.

West Ham 6 Aldershot 1 – January 1991 – Non-League Aldershot had managed a 0-0 draw in the initial tie in this FA Cup 3rd Round tie and with the replay also to be played at Upton Park I took the opportunity to take my then girlfriend of 9 months to The Boleyn Ground for the first time. She hated the whole experience of standing on a cold and wet South Bank, despite the six West Ham goals. I had to act fast to turn a desperate situation around so I proposed, kneeling down in the passenger foot-well of her pink Fiat Panda at some traffic lights in Walthamstow. She said yes and for the next year I wasn’t allowed near a football ground because we were “wedding planning”. By the time we drew with Non-League Farnborough a year later at the same stage of the cup, the wedding was off and I was again back on the South Bank.

West Ham 2 Ipswich Town 0 – May 2004 – After the shock of dropping out of the Premier League on the last day of the previous season, West Ham made a real hash of trying to immediate return, losing to sides such as Gillingham, Rotherham United and Millwall. We scrapped into the Play-offs, winning just five of our last ten and then lost to Ipswich Town at Portman Road in the first leg. This was the Pardew “Moore than just a football club” era and the noise levels at the ground on the night of the second leg were off the scale. Etherington brought us back into the tie just after half-time and then Christian Dailly scrambled home a winner with twenty minutes to play to send nearly 32,000 Hammers fans into delirium….”Oh Christian Dailly, you are the love of my life, Oh Christian Dailly, I’d let you shag my wife, she’s got curly hair too”. Less said about the final in Cardiff the better.

West Ham 3 Newcastle United 1 – September 2008 – In one of the first games of the Zola era I decided to bring my daughter to her first West Ham game. I gave up my Season Ticket in the Bobby Moore lower to watch a team featuring Ilunga, Behrami and David Di Michele. The little Italian shone on that day, scoring two in the 3-1 win but more importantly giving every fan hope that we had found the new Di Canio. Some of the football played on that afternoon was sublime and hard to forget, unlike the performance two weeks later against Bolton Wanderers where we lost by the same scoreline where it was hard to remember.

There are a host of other games that have less positive memories of course plus a huge bunch of matches that just merge into one. Any fan could wax lyrical about their team’s performances over the year, with their most memorable games being close to their heart. Being in the stadium one last time brings all of those to the fore, just like the memories of a dearly departed friend or love one. As Shankly said, football isn’t a matter of life or death – it is more important than that. Whilst I wouldn’t 100% agree, I do see on the emotional side where he was coming from.

Looking around the ground before kick off it is still hard to fathom why the club feel the need to move. With just the old East Stand needing redevelopment to make the stadium a more than comfortable 40,000 all seater, blind ambition seems to have got in the way of sense. This season has taught us a number of things. Firstly, you don’t need a massive stadium, nor billions of pounds to challenge (and win) at the top of the table. The fact that West Ham are still chasing a Champions League spot with three games to go has nothing to do with the stadium but the squad assembled. Secondly, clubs that have ignored their youth development will temporarily be replaced in the hierarchy. Both Chelsea and Manchester United have suffered this season, primarily down to the old guard simply not reaching the standards required. Again, that has nothing to do with the stadium. Finally, it is about the football club being part of the community – moving to the Olympic Stadium will remove the club from the kill parts of this small area of London.

I get the fact this is about ambition and about being able to compete at the highest level of the Premier League but we also have to be realistic. Only a small number of clubs can compete for the major honours and we have to go head to head against some of the world’s most wealthiest clubs – the new TV deal will make the rich, richer. Investment will be required and I am not sure our current owners are willing to make that additional step once the club moves to the new ground.

West Ham United DS 1 Hull City DS 1 – The Boleyn Ground – Monday 25th April 2016
In some ways a crowd of over 10,000 for this game was quite impressive, but with tickets on sale for as little as £4 for adults and only a few more games left in the ground I expected more. There was a danger that the football would become a mere side-show but fortunately a decent game, punctuated by some excellent performances ensured that a fine balance between nostalgia and excitement was maintained.

Despite the last-gasp winner for substitute Djair Parfitt-Williams, West Ham dominated the game with the stand-out player being Martin Samuelsen, who impressed back in pre-season in a number of games and was again displaying some of the impressive skills that have seen him play regularly in League One this season at Peterborough United. At the back, a mature performance from Reece Oxford ensured that it was unlikely Hull would ever be leaving East London with anything more than a point from a goal-less draw.

It is hard to imagine how many of the squad will go onto be regulars in the first team. Sam Byron signed in a high-profile move from Leeds United, whilst Josh Cullen has been playing at Bradford City. Whilst the Europa League run last season gave us a taste of the potential future talent at the club, few have been regulars in the first team squad yet. The fabled West Ham academy production line seems to have temporarily gone on strike, although the purposes of youth development for Premier League clubs has changed so much in such a short period of time to almost being defensive in approach rather than looking to polish the diamonds of tomorrow.

As the rain and sleet fell at the end of the game there were a few fans shedding a tear as they posed for one last photo next to the pitch. For my final visit there was no queue at the bar at The Boleyn nor was there one to get into the tube station at Upton Park – hardly like old times then.

The Boleyn Ground – 1904 to 2016 – Rest in Pieces