Newcastle fans launch takeover campaign

 

George Caulkin

The emails were dispatched at 2am on Tuesday morning. All 40,000 of them, which the Newcastle United Supporters Trust [NUST] believes might just make it the biggest-ever mail-out to football fans. In spite of the bleary-eyed hour, within the first 20 minutes, 120 people had signed up for more information and pledges of financial backing had come from as far afield as Australia.

There was a humbling message from an orphanage in Ghana, where the NUST have previously sent Newcastle shirts to disadvantaged children, kids whose lives put notions such as sport, victory and defeat into its proper perspective, with an offer to invest £5. In emotive terms, a value could not be placed on their gesture and at that moment, their challenge felt that bit more manageable.

Eight hours later, the NUST officially launched a six-week campaign to raise awareness about their ‘Yes We Can‘ proposal to buy Newcastle United from Mike Ashley. Organisers stood on the Millennium Bridge their backs to a mural on the exterior of the Baltic art gallery. “Victory to the miners,” it read. “Victory to the working class.” It felt like a symbolic message.

Their scheme is bold and it has to be, but it has not been formulated on the back of a cigarette packet. Over the past few months and weeks, they have spoken to fans‘ groups, local businesses (it is understood that Barry Moat, whose recent takeover attempt failed, is not one of them), institutions and politicians about the viability of their project and how to take it forward. As they put it, “It’s about reclaiming our football club for the city". 

They mean business. About £35,000 will be spent on an advertising campaign, the initial aim of which is to raise enough money (£10million would be a decent start) to demonstrate their intent to larger investors who, the NUSC insists, are already committed in principle. And, indeed, to Ashley. They have, they say, some impressive partners on board, whose identities will be revealed over the coming days.

The ultimate goal is fan ownership of Newcastle, a model operated, famously, by Barcelona, but also elsewhere, with a president voted for by members who would themselves be able to stand for election to the trust’s board. It will require investment from individuals, from a minimum £1,500 in cash or the reallocation of pension funds. All of that information can be found here.

Could it work? Yes. Will it? That, of course, is the £80m question (or however much Ashley now values Newcastle at), and it is not coincidental that the NUST have appropriated Barack Obama’s optimisitc, against-the-odds campaign slogan for last year’s American presidential election: ‘Yes we can’. What cannot be doubted is that they are good, decent, serious people who adore their football club.

A lot has been written and said about Ashley’s stewardship of Newcastle (even he has called it “catastrophic”). Most depressing about it is that alternatives have dissolved away. Aside from apathy or anger for the sake of it, only one remains. What follows is a brief chat with Mark Jensen, editor of the respected fanzine The Mag, who is acting as a spokesman for the campaign.

What is ‘Yes We Can’ all about?

MJ: “Everybody has seen the protests, both verbal and visible, against Mike Ashley and what’s happened at the club, but it’s not just about him. For years before him, the club wasn’t run in the way it should have been in most people’s eyes and the biggest protest comes now: the fans are leading the way in looking to buy the club. It sounds very ambitious, but everything we’ve done in the last few months behind the scenes - the research we’ve done with businesses and supporters - leads us to believe that it's definitely achievable. We’re putting the final touches to the business plan and this six-week campaign will see us advertising in the local media and doing various events to raise awareness. The first base is to get a seat at the table whereby representatives can negotiate with Mike Ashley the full amount to buy the club then that would become the target. In private, we've been meeting with very, very credible local businesses and people. They’ve assured us that as long as the fans have the appetite to raise X amount, they’ll come in behind it and make this all a reality.”

How do you persuade people that buying the club is a viable proposition?

MJ: “You only have to go back to 1997, when the club was floated on the Stock Market: the fans bought 10 per cent of the club then and, actually, the offer was oversubscribed. They were prepared to raise money then. The point has been reached now where everybody who is willing and able to could and should invest in the club. We’ve got an opportunity for Newcastle United to be the shining light in this country, as to how a club should be run. That’s the carrot being dangled in front of everybody; as well as having a club that could hopefully go on to win things, it would also be run in the right way and for all the right reasons. It isn’t just a few fans expecting to turn up and the run the club. It’s about fans giving the platform whereby fans, businesses and local institutions could all invest to make a viable club and then appoint people who could run it on a day-to-day basis. Nobody could tell me that what we’ve got in mind wouldn’t end up being better than what we’ve got now.”

So it’s about giving the club back to the city?

MJ: Reclaiming it, yes. That’s it in a nutshell. People are so fed up. But it’s been unbelievable this season. If you’d told me in the summer that Newcastle would be averaging crowds of more than 40,000 in these circumstances ... People are showing their opposition to Mike Ashley but also showing their support for the team and there was no better example of that than on Saturday. The atmosphere was brilliant and we were playing Peterborough United with nearly 44,000 people there. It was more than Liverpool had at home in the Premier League on Monday night. If anybody asks ‘how can Newcastle be a success in the future?’, that tells you everything. The fans desperately want to go and support their team and this is their opportunity to have much more than that.”

Newcastle are top of the league, but how perilous is the club’s position away from that?

MJ: “In the short-term you can look at the results and how we’re doing in the Championship and think that things aren’t too bad, but the more games we win and the more that promotion becomes a reality, the more it looks as though we would have to buy pretty much a whole new team. Judging on their past performances, I don’t think anybody would have faith in Ashley or Derek Llambias to successfully do that. People have been hoping that some white knight would be out there, but they have to accept that it’s very unlikely to happen. And that’s how we once felt about Ashley, too. He’s proved to be anything but. Maybe the salvation for Newcastle United is with the people who care most about it, ordinary fans and business people.

You’re asking for a big financial commitment from people. What guarantees do they have that their money will be looked after properly?

MJ: “Firstly, it’s not a case of fans looking after other fans’ money. It’s about appointing proper professional people, the best people possible, to do that job. As things stand, is Derek Llambias the best qualified person to be in control of the money that comes into the club now? I think we know the answer to that. We would emulate what successful clubs have done and learn from them - up until now, Newcastle haven’t done that and that’s why we’ve ended up in this position.

So you have substantive people waiting in the background who will become involved?

MJ: “Yes. Newcastle is a damaged brand - that’s one of those phrases we have to use these days - it’s a business and to be successful on the pitch, it has to be successful off it. There are very, very credible people from the local business community - names that people will recognise - who are committed to coming on board. But they need the fans to show they’ve got the appetite to do their bit and then, together, we can turn the club around. Maybe it wouldn’t work for those businesses to come in by themselves. Why can’t we create something much bigger and better than just expecting local businessmen to come in and do everything? Why shouldn’t we do our bit and, potentially, have a really sound, long-term investment in a club we all invest in week after week?

Long-term is the key, isn’t it?

MJ: “How quickly things can happen will depend on how many people respond. We’ve sent out 40,000 emails to names we’ve collected over the last few months and we’ve already had a very good response from them. The financial plan will be ready in six to seven days’ time, whereby people will have all the information they need as to how they can go about making an investment. We’ll be pointing towards independent financial advisors, because the level of investment possible depends on individual circumstances, but if it’s right for them, hopefully they’ll come on board. The committee members are all putting money into it - it's not throwing money down the drain, it’s about investing in what could be a great club again and a very successful business.”

Comments

[Matt]

It would have more sense to release the business plan first so people would know what they are buying in to.

For every Barcelona that have made the model work there are plenty of smaller clubs that have failed using this model, people have to remember Barcelona make huge profits every year to finance signings and running costs where as Newcastle have made losses of well over £100 million since it was first floated back in 1997.

[gary]

the idea is great. the work done by these people in such a short space of time in turning NUST into a credible organisation is sensational. I applaud you. Only problem i foresee is that £1500 is a serious amount of money in the current climate for the ordinary man and if a current season ticket holder can't afford that will he be ousted from ground to make way for someone who can ?

[BahamasToonfan]

This is all very laudable and particularly because it is actions not words. Putting together a business plan is not a job for amateurs, however, and I hope the "credible" NE business people to which NUST has been talking have an input to the process. The first thing to do is articulate a vision for the club and then design a strategy to realise the vision. the business plan comes next.

[Darren Gladstone]

An applaudable effort surely. As pointed out elsewhere the amount of donation money needed (£1500) is a lot to the working man/woman. However, what potential investors and the common fan would like to know is the structure of the bid (indeed that is what it will become). The club is apparently still losing money hand over fist and has a large amount of debt still (not including the alleged £100 million MA does/doesn't want in return). Too many questions at this moment in time to determine whether this is a good idea or not. Well meaning though it is, I fear that it is doomed.

[jonners]

The team is top of the league, Hughton's doing a good job, the side look unified, promotion looks feasible and what does the NUST do. It starts a wild goose chase that with 'George the Champions' help will only end in tears. 120 people requested information , big deal, advertise a new 'royal mint collection' and you'll get about 100 times that. For starters around 70,000 stump around £1500 each , really? Then service their ambition with big signings and high profile staff £150m a year at least. It's a non starter. Looking at where Barca are now as a model , ignores the history, culture and track record of their club and also its vast commercial value. Wouldn't it be more realistic to form a trust which sponsored the signing of players (as thats what it always seems to boil down to) and support the club and team with its push for promotion. Who knows if the trust acted maturely, it might even get a seat on the board to represent its views.

[michael english]

I applaud the action and will show my commitment being a life long fan of NUFC by making my commitment to support.
The only action I have been able to take since Ashley has taken control of our club and ripe the heart out of i t is not top give any money top either Sports Direct or NUFC which has meant me not renewing my 2 season ticket.
But the money saved will be invested into NUST

[Marlon Doogan]

It is time for action... The current Regime have no class and make me hate watching football due to the way it is run (I include Liverpool, Chelsea and Man U in that list). I will invest in this scheme as I hope all newcastle fans that can afford to will... We can take back our club and take back football for just £1,500. I like the idea of one vote per supporter and not a shares basis. I am going to contact NUST for more information tday... This is coming from a supporter who is born and lived in London my whole life but love Newcastle United with all my heart. We can not do it alone though we need all newcastle supporters who can afford it to make this biggest of Stands in the next 6 weeks.

[Si]

There is no reason why the club, properly run, can't generate more than enough finances to operate well in the top league.

The club can surely generate more income that Everton, Wigan or Fulham, for example.

All we need is to get a base to get rid of the current regime, and put the right people in charge, starting with a manager and chairman.

This CAN work. I'll be watching with interest (and with some money set aside).

[Craig Patterson - Qatar]

I've seen a few comments with regards to the affordability of the scheme. Taken from the NUST Website:

"It doesn't have to be 1500

You can still contribute.

If you want to invest any amount starting from just £10 you can donate the money to the Trust. All donations will be put together in tranches of £1500 and will be invested by the Trust towards buying a stake on behalf of its members".

I certainly will be watching this with a keen eye and a heavy wallet. I don’t foresee us becoming the new Barcelona, but I for one would like to have a punt at trying.

[Mike Pacy]

This is a great idea and should be applauded. The option to allocate part of your pension as your investment is key as it unlocks many many people who would not have the savings otherwise to invest. As others have said, run properly, Newcastle United can be very successful and has the potential to be very profitable, that is provided it is run properly.

I'll be investing a portion of my pension, this will be regulated by the FSA and I see no reason why this should be any more of a risk than where my pension is invested at the moment, but I do know I'll care so much more about what my money is doing.

[n watson]

Im a lifelong NUFC fan but the childish actions and attitudes of the so called supporters have turned me right off football in the last year and a half.. It's embarassing to be a NUFC fan now and people like the NUST and their holier than thou attitude need to take a long hard look at themselves.They have helped ruin a great club to support. What exactly qualifies them to run a club?? most of them are on the dole. Put.Your.shoes.Back.On.

[Rob]

As Gabriele Marcotti says elsewhere in these pages, Barcelona should be ignored; they are and will always be a unique institution.

The question instead should be whether Newcastle are capable of being run at a profit, whilst improving (and maintaining that improvement) on the pitch.

I, for one, see no reason why this shouldn't be the case. The club have a very large and dependable turnover, and should they return to the Premier League, will be able to count on significant income from television and other commercial revenues. Of course, nothing is guaranteed - but then, there's no reason to think that Newcastle, or any other club, would be more likely to make Ashley-size mistakes under communal ownership than under a single owner.

One thing needs to be borne in mind, though - there would never be a sudden influx of cash such as at Man City or Chelsea (or indeed Newcastle, in the early days of John Hall's time in charge). Success must be worked towards over the medium- to long-term.

As a Liverpool fan, I would love to see my own club taken over in the same way. Our own plan (see http://www.shareliverpoolfc.org.uk/ if anyone's interested) is perhaps less likely to succeed, due to very different circumstances - not least the need for a better ground, something Newcastle fortunately already have - but it is nonetheless a coherent option at a difficult time.

I wish Newcastle fans the very best - having worked in the city for ten years, I can understand how important the club is to the very fabric of the community. And I would hope that more clubs consider such a move, in order hopefully to drive out unscrupulous owners for good.

[Pat]

A great venture and one which I, for one, would love to be successful. However, imagine for a moment that the NUST is successful and raise the £100M target. What if, for once, Ashley is telling the truth and doesn't want to sell. What then? They can't force him into it?

[Sean "Fish" Taylor]

I will certainly invest in our club....just tell me when and where and I will do I will do it.

[TOONTASTICO]

The more I read into and research this the more viable it seems. I will definately be investing and have already commited the £1500. n watson I suggest you read more into it and know what your talking about before making your own stupid and childish coments. In fact im quite happy you dont like football anymore as its exactly your sort of negativity that ruins a matchday.

[Nicholas Hasselgreen]

Dear fan. Will you pay 1,500 (minimum) of your hard-earned cash, so that we can pay players 20,000 per week to finish 15th in the Premiership?

[sylvester scott]

Great idea Lets hope we will be successful. Looking forward to being a part of a new beginning to a NEWCASTLE UNITED.Im in. SYL SCOTT.

[Scott]

In response to the comment posted by Nicholas Hasselgreen – Yes £1500 is the minimum amount that can be invested. However A fan who can’t afford £1500 can still help the cause by donating anything from £10. Remember everyone - if you do invest, it is not a present where you will give your hard earned money away, this is a trust, an investment. This investment will not only make you the investor a few quid (hopefully) but will help secure our clubs future.

As for the rest of your post Nicholas.... I really don’t care about that – I want my club to be competing at the highest level possible. I want to go to the match on a Saturday and first of all be entertained but I also want a team / football club that I can be proud of; as, after all, they represent me.....My town.....and my colours.

For sure it would be nice if that team could win something but we have never won anything in my lifetime and I still couldn’t love Newcastle United any more than I do right now......Just imagine what it would be like to have a club run by people who have the clubs and not their best interest at heart.

Hey; I know Obama coined the phase “Yes we can” but it was King that said “I have a Dream”...... Let’s dare to dream eh lads n lasses....... dare to dream.

[Kenneth]

A team challenging for the Championship is hardly the same as a team capable of upsetting the leading teams of the Premiership and Europe. In reality, the latter defined NUFC in the late 90s and this effort is clear on its intention to reverse the shocking decline. I don't see the point made by Jonners that the trust should appeal to the board for a seat when it is clear from the series of missteps that the Mike Ashley regime has no place in the club. NUST's move represents a genuine effort by longtime supporters who appreciate that a club managed on pure intentions will far outpace those treated with the contempt of a plaything.

[Markdunwatchin]

NUST severley underestimate the amount of money required, they dont need £100m they need £250m-£300m to put the club back on a solid footing and to completely restructure. They casually forget the current perilous situation the club is in requiring £1m per week from Mr Ashley just to stay afloat. As a lifelong supporter I dont care for these self important blowhards, the facts are the club is fundementally rotton, teetering on the boundaries of administration.
Lets not forget the transfer window opens in January at which point Messrs Nolan, Guitierrez, Colichini etc, will bale.
Pipe dreams arent going to get us anywhere.

[John]

This ambitious goal is an overreach. I believe that it is the wrong objective to attempt to organize supporters to compete with big money. A modest and feasible model is AFC Wimbledon and Football Club United of Manchester at non-league level.

[Finbar]

Once bitten twice shy I'm afraid.

Paid 2 x £3000 for Platinum Club bonds which are now worthless, due to failures by NUFC (under various regimes)to acknowledge the contribution made, at a time when the club was in far worse circumstances than today.

All this will do, if successful,is give egotistical Sky News interviewee mouthpieces a mandate to take the club to ruination.

P.S I was not one of the 40,000 who were sent an e-mail.

[eaststander]

A very good point made by John regarding the model of AFC Wimbledon and FC United of Manchester. As a lifelong Newcastle fan I think now is the time to walk away like the Wimbledon and Man utd fans did and start a new club for real fans and let the billionaires have their toys until it all implodes. Put your money into starting a Real Newcastle FC. Look at how far AFC Wimbledon and FC United have come in such a short time.