by Reg » Sun Nov 07, 2010 1:44 am
DEAR JOHN W HENRY, TAKE A GERMAN LESSON AND PUT FANS FIRST
Sunday November 7,2010
JOHN W HENRY has made an impressive start as the new owner of Liverpool, declining to arrive with a cowboy swagger and instead conducting intensive but low-key research into all aspects of running a football club in England.
He has been seeking opinions from all quarters, and has already voiced his admiration for the way Arsenal operate, which is hardly surprising when they make vast profits and have built a wonderful 60,000-seater stadium within a stone’s throw of their ancestral Highbury home.
What Mr Henry should also do is pay a visit to Bayern Munich and talk to the powerbrokers of that famous German club, celebrated former players like Franz Beckenbauer and club president Uli Hoeness.
He will discover a vision of the game that, if he has the courage to implement it, could make John W Henry a true hero to the fans crowding expectantly into Anfield today for the showdown against champions Chelsea.
Bayern’s philosophy is to make football affordable for all supporters, and they have decreed that one-third of their season tickets, 12,500 of them, will cost just £104, a staggeringly low sum compared to Premier League prices.
“We could charge more than £104,” said Hoeness, the striker who helped Germany win the 1974 World Cup final. “Let’s say we charged £300 a season. If we did that, we’d get £2million more in income.
“But what’s £2million to us? In a transfer discussion you argue about that sum for five minutes. But the difference between £104 and £300 is huge for the fan.
“We do not think the fans are there to be milked like cows. Football has got to be for everybody. That’s the biggest difference between us and England.”
Listen to this. It is the truth of how it could be. It is the truth of a major football club that goes beyond platitudes and does something meaningful to prove it cares about its supporters.
Is it a good way to run a club? You might think so, and it can hardly be argued that the policy prevents Bayern Munich being a force in football when the team reached the final of the Champions League last season.
The Munich method strikes a chord with the embittered fans of Manchester United who stopped watching their favourite club in the wake of the Glazer brothers’ takeover and formed FC United of Manchester.
A marvellous milestone was reached on Friday night when FC United played in the first round of the FA Cup away to Rochdale and won 3-2.
FC United’s general manager Andy Walsh, a lapsed Old Trafford season ticket holder, surely spoke for many when he said: “After the recent Wayne Rooney contract negotiations (with the player being granted a £200,000-a-week deal) it was described as a score draw between the player and the club.
“But the losers were the fans – because they’re the ones who will be picking up the tab. The extra money to pay for Rooney’s new contract will come out of their pockets, not those of the Glazers.”
The Munich method will also strike a chord with supporters at lower division clubs that try to operate in a correct manner.
One of them, trying to spend every penny wisely, is Millwall, the subject of an outstanding new book called Family: Life, Death And Football*.
It is the no-holds-barred story of last season at Millwall, and if you want a taste of what it’s really like within a professional club, read this. It reveals the heart and soul, as well as the cruelty and occasional brutality, of our nation’s favourite game.
A standard season ticket at Millwall, now promoted back to the Championship, costs £460 this season. It is lower than most Premier League teams, though not Blackburn Rovers, where the price is an admirable £224.
We wait to see whether that will continue should the proposed takeover of Rovers by an Indian poultry firm be completed, just as we wait to see the practical effect of the John W Henry regime at Anfield. Promises count for nothing. Fine words count for nothing.
The standard price for a season ticket on The Kop this season is £680. Bayern Munich charge a basic £104 – and feel they would be fleecing their fans if they went even as high as £300.
So, let’s see if these new Anfield Americans can set a fresh path for English football. Let’s see if they can be modern, sophisticated and radical owners of a major football club – and truly put the fans’ interests at heart.
* Family: Life, Death And Football by Michael Calvin is published by Integr8, £12.99.