Paul Smith
As the icy winds of recession blow through the English game and chairmen up and down the country tighten their purse strings media coverage has naturally involved the bigger clubs with the big name players. It is notable that there has been very little coverage of teams much lower down the football pyramid and the daily battle they wage just to exist. Clubs that think TV Money is paying the TV License fee for the large plasma in the bar.
The recent plight of non-league club Merthyr Tydfil has portrayed how perilous finances are in the lower leagues. In February, the water supply was actually cut off at the club’s ground Penydarren Park due to unpaid bills, and in recent weeks creditors have attempted to have the club wound up, but Merthyr won a reprieve through the courts. However, the club’s immediate future still hangs in the balance.
In the same league as Merthyr Tydfil is Stourbridge Town. Learning how Stourbridge operate on a day-to-day basis effectively portrays the difficulty lower league clubs face. Both clubs play in the British Gas Business Southern Premier Division, the level below the Blue Square North/South and just three divisions below League Two.
The club is affectionately known as the Glassboys (a nickname that owes itself to the town’s industrial past) and play at the War Memorial Stadium, a ground they share with Stourbridge Cricket Club. The basis of the ground share agreement means the club can use the ground between 1st September and 1st May. If they have any home games scheduled prior to 1st September and after 1st May then they need to seek alternative arrangements. When this occurs they will try and arrange to play their home games at their neighbours and rivals Halesowen Town. As Stourbridge share with a cricket club the football pitch only has three sides, something that limits their ambition. In the ground’s current state they would be able to gain promotion to the Blue Square Premier North/South but would not be able to gain promotion to the Blue Square Premier.
Stourbridge’s entire squad was born within ten miles of the ground. The only payment they receive is for their expenses. Geographically, the Southern Premier Division includes teams from East Anglia, across the Midlands and down to the South West. Stourbridge is located in the Midlands. Due to their tight finances the team travel to away games by coach on the day of the match. Depending on the opposition it could mean a tortuous four hour coach journey, and that’s not taking into account the journey back.
When the club is involved in national competitions such as the FA Trophy or FA Cup, the opposition could be anywhere between Penzance and Carlisle. If the opposition are at the other end of the country then the FA will offer financial assistance to ensure the team can make the long journey and fulfill the fixture.
The main concern currently at this level is finding sponsorship. I recently went to the derby game between Stourbridge Town vs Halesowen Town and the match was sponsored by two individuals rather than a business. However, Stourbridge have been fortunate in terms of their main sponsor who has signed up for two seasons commencing this season and the money was received up front. Other clubs in the league have not been so lucky. With the British economy in recession it is understandable that businesses are only going to invest in marketing themselves if they think they can get a good return on that investment. A club with an average attendance of 500 people, when it’s likely to be the same people every week, isn’t an attractive proposition for many businesses in an economic downturn. The same issues apply when clubs at this level seek credit; they are not an attractive proposition in the current economic climate.
A ten point deduction for falling into administration is applicable at this level. The reduction is a deterrent so clubs don’t take unnecessary risks. However, when administration could just be down to bad luck through a main sponsor going out of business then it doesn’t seem very fair. Due to this there is a debate to be had on whether the FA should do more help to clubs in the lower leagues, especially in times of economic decline. It could be something as simple as abolishing point deductions for teams falling into administration, or going further and offer bridging loans to clubs that fall into financial difficulty, thus allowing clubs a chance to get their affairs in order before the administrators are called in.
All football fans love watching the best players in the world every weekend in the English Premier League. But it must be remembered that lower league football is the lifeblood of the game. Without the lower echelons of the pyramid system there wouldn’t be anywhere for officials to begin their careers and improve their skills away from the pressures of league football. For many young managers the lower leagues offers opportunities for a first break, thus allowing them to make mistakes without fearing for their job. In the lower leagues young players at league clubs find opportunities to go out on loan and play invaluable competitive football. Take all this away and suddenly the football world is a very different place.
The future of Stourbridge Town et al is crucial to the game as a whole. The FA should and could do more to ensure that these clubs see out this recession. Unfortunately there is the impression in these lower leagues that the FA are too concerned with relaying the Wembley pitch for the umpteenth time and rounding up celebrities to aid the 2018 and 2022 World Cup bids. The good news so far is that there have been no major casualties as yet. Worryingly with the recession showing no signs of easing then it may only be a matter of time before a club with a long and proud history is forced to close its doors through no fault of its own.
Leverkusen 08/09 Home *30% off* Benfica 08/09 Home *30% off*
Related Articles:
- – Burton Albion: Brewed for League Football
- – Lower League Talent: John Sheridan
- – The Evolution of Business Soccer – Part One
