Not happy? just buy the club then!

Over the last ten years I’ve lost track of how many times I’ve seen someone give that argument to Newcastle fans. In principle it sounds great, what better way to ensure your football club is ran exactly how the fans want than have the fans run it?

Its also an argument that I had back in 2009 over the internet and email with sports journalist Patrick Barclay who argued that basically you weren’t a real fan unless you put your hand in your pocket and bought the club. If you’re a regular on toontastic.net or have ever read this thread then chances are half of what I have to say here will be sadly familiar. If not, then come with me and lets buy our football club!

If we do this we’ll be joining an elite band of supporter owned clubs, the likes of Barcelona, Real Madrid, Benfica and English clubs such as Exeter, Newport and Tonbridge Angels….hmmm so it’s safe to say that we would finally be able to argue we are Englands biggest (fan owned) football club!

968244c5622b1443a56ec4fe5882557c1449023860-lgSurely we can easily do this, after all Patrick was putting forward the Barça model and we beat them 3-2 that time (20 year ago this month actually). For the record, Barcelona have 143,459 members each paying €179. *keep this in mind for later on.

Right…where do we start? well first you need an organisation to run the whole thing. Back in the day I had a small part in the creation of the NUSC which then went on to become Newcastle United Supporters Trust. The NUST are the only organisation that have the necessary links etc to be involved in any fan takeover.

Yes-We-Can-NUST-Logo-300x215NUST did have an attempt previously which hinged around fans investing chunks of their pensions. It read well but didn’t take off and if Im totally honest I can’t remember exactly what happened but it didn’t take off as hoped. I was never fully sure of the idea but it was something that had to be tried and you couldn’t have got a more committed set of people to take it forward than those that were heavily involved. There will no doubt be lessons to be learned from that.

Now there’s the big issue, money and the little matter of the price…what was it again? oh aye £400m or so, give or take a couple of million either way. Anyone got that spare? No? ok then how about 10 of us at £40m each? 100 chipping in £4m? Bloody hell man woman man come on!

We’re taking up too much space here, lets drop a table in….

Fans Cost How to raise it
1,000 £400,000 Sell your family & everything you’ve ever owned
4,000 £100,000 Sell your house
10,000 £40,000 Re-mortgage your house
50,000 £8,000 Sell Car(s)
100,000 £4,000 Give up food for a year
400,000 £1,000 Give up drinking & smoking
800,000 £500 Season Ticket
1,000,000 £400 Send your kid to school without school meals

carsale1aNow then which one can you afford?  Personally, I’d be hard pushed to justify £500 from the family budget never mind joining another 99,999 of you in starving the family for a year.

But lets be sensible about it and set the price at something achievable so we’ll go £500 each and only need 800,000 of us. To put that into perspective, that is every single man, woman and child in Newcastle, Gateshead & North Tyneside plus 80% of South Tyneside (although I’m wary that more than 20% there supports the dark side!).

In order to get them onboard you’re going to need a hefty advertising campaign extolling the virtues of investing so we better add those other 30,000 South Tynesider’s to cover the cost of the ads!

Now of course not everyone needs to put the same money in so you could get maybe a dozen or so big name business types to lob £100k+ in while a couple of my neighbours here in Hepscott could easily manage £10k or so each (the ones in the posh houses not the likes of mine).

Trouble is if someone sticks a million in they’re going to expect something in return, the flash sod down our street who’ll end up killing someone in his Bentley won’t lob that kind of cash in without wanting a seat on the board….arsehole {sorry rant over}. That is not what you ideally want in fan owners. It should be a democratic process.

So we’re going to need rules around how much each person can own a bit like Darlington 1883 who’s constitution states that no person may own more than 15% of the club, in our case that would be £60m worth so we might want to drop it down to about 1% (£4m investment, £500 by the way, gets you a 0.00000125% stake).

So is it possible? Seriously? do you even need ask that question? Lets go back to Barcelona, they have 143,459 members, that’s arguably the worlds biggest most successful domestic club who manage to get 18% of the numbers we would be looking for oh and that is for ⅓ of the cost of an NUFC membership.

We’d be looking for virtually 100% takeup from the population of Tyneside, 92% of Barça’s members are from Catalan, area with a population of 7.5m that’s 1.76% of the Catalan population who have invested in the football club that is seen as a major part of the regions political setup!

Now get 100% of Tyneside to invest in our club with little current ambition, no signs of life and a hugely over inflated valuation. Patrick Barclay was right on one point, any attempt at doing this should have been done back in 2009 when we were valued at £75m, as he said it would have only taken 200,000 of us investing £375 each!

Piece of pee Patrick, so have you still got that £375 sitting waiting?

My theory on why Ashley bought NUFC

falsefrontnufc

When Mike Ashley purchased Newcastle United FC it was said to be a spur of the moment deal, done so not for business but to allow the billionaire to “have some fun”. At the time it was made out that the deal was literally carried out in a couple of days.

“The deal was put to me on a Saturday. By the Monday, in advance of speaking to Sir John, I’d deposited the equivalent of money we hoped he would accept for his shares at the lawyers and on the Tuesday the deal was effectively done.

By Wednesday (May 23, 2007) the announcement was public and that was the first anyone, including the media, knew about it. Once I was told about it, it was done very quickly. Sir John was ready to act if I was and it was a very straightforward process.”

registerIf that is the case then why did Sports Direct register the domain name nufcdirect.com 6 months earlier?

In fact, forget the date of the purchase, why did Sports Direct purchase that domain name at all? Without the will of the club they would have been on very shaky ground setting up any online store etc using NUFC in the name.

Since 2012 that domain name has been used to run the NUFC online store through which all online sales of shirts, clothing and general tat have been funnelled. Every replica shirt (current retail price £59.99), beanie hat (£13) or SoccerStarz Rafa  model (£3.50) that we buy from the “official” store goes through here.

And there lies the problem, the official site is just a front end to the Sports Direct website, they are one and the same just with a different look. Imagine a Sports Direct shop with a big cardboard front to make it look like the club shop!

Dont believe me? Have you ever compared any of the products between NUFC and SD? Everything is described, priced etc exactly the same.

Try this:

http://www.nufcdirect.com/puma-newcastle-united-authentic-home-shirt-2017-2018-377410?colcode=37741040

http://www.sportsdirect.com/puma-newcastle-united-authentic-home-shirt-2017-2018-377410?colcode=37741040

Or how about:

http://www.sportsdirect.com/team-knit-hat-mens-900013?colcode=90001310

http://www.nufcdirect.com/team-knit-hat-mens-900013?colcode=90001310

Now try this one

http://www.nufcdirect.com/team-club-3-pack-air-fresheners-840136?colcode=84013640

http://www.sportsdirect.com/team-club-3-pack-air-fresheners-840136?colcode=84013618

And now remove the last part of the URL….

http://www.sportsdirect.com/team-club-3-pack-air-fresheners-840136

Hmmmm Rangers….Spooky eh?

Try it, for yourself, go on nufcdirect and pick a product, then change the http://www.nufcdirect.com in the URL to http://sportsdirect.com and I’ll guarantee you’ll pull up the same page on their site just looking very slightly different. Word for word every description matches, every image is the same. Most importantly the prices are exact in every case.

Whats happening is that the nufcdirect site uses a subset of the Sports Direct product range. Basically anything related to NUFC is displayed on the nufcdirect site. Other than that though everything else is Sports Direct. Ordering, warehouse, delivery etc etc. You are even given a £5 Sports Direct voucher if you get your purchase delivered to one of their stores!

Remember this from 2013? The decision to sell Rangers items on NUFC site caused a kick off….Except I dont think there ever was a decision to add them, it was a mistake caused by the fact that someone cocked up when writing the description and started the 2nd para with “The Newcastle United jacket sports a traditional…..” meaning it was picked up and included within the NUFC range by the website.

This link can be proven by another look at the nufcdirect who.is record however this time select the DNS tab and heres where it gets a tad technical.

Look to the bottom of the list and you’ll see a CNAME record showing

CNAME   599   others.sportsdirect.edgekey.net

Funnily enough, if you view the Rangers who.is record you’ll see

CNAME    599    others.sportsdirect.edgekey.net

A CNAME Record allows you to redirect a URL to a totally different site without it being obvious. Once you’re redirected to Sports Direct the website sees where you’ve come from and styles the site accordingly, narrowing the products down to the allowed subset (ie anything containing NUFC or Newcastle United). All the time leaving the domain name and any product URL the same as you visited originally.

A check of the sites code shows that the code is the same as well, examples such as..
src="/DesktopModules/SportsDirect/SharedControls/JavaScript/jquery.bxslider.min.js"
litter the HTML for nufcdirect.com.

This is exactly what happens when a company offers their products for sale via white label ie the ability to sell a third parties goods with a site that looks like its your own. In all white label solutions the referring domain (in this case nufcdirect.com) receives a small commission from every purchase.

When MA bought into Rangers there was uproar at the fact he negotiated a deal to see Sports Direct take over the merchandising of the club. That deal absolutely screwed Rangers seeing their share of the takings reduced to only 7%. MA owned 9% of Rangers and managed to do that.

He owns 100% of NUFC, there is zero chance that hes not doing the same thing (or even potentially worse) here. Why wouldnt he?

SO what does that mean in terms of actual cash? well based on a £59.99 shirt sale, assuming NUFC get the same 7% commission structure as Rangers did then you’d be looking at £4.20 per shirt coming NUFCs way. In 2010 the extremely knowledgeable Swiss Ramble quoted the club share of a shirt sale in their own stores as being €10 – 15, that was 7 year ago when an adult shirt cost €46 (£40) so if we take €10 thats approx 22% from every shirt sale.

SportingIntelligence.com published an article on shirt sales which stated that NUFC sold an average 100,000 shirts per year. Based on those figures NUFC would have received a nice  €1.32m under the standard commission structure. From a 7% SD rate that drops to €420k. Multiply that by the last 5 years and you’re looking at about €4.5m.

In itself, thats not a massive amount however that’s shirt sales alone, we’re talking every piece of tat, scarf, kids gear, garden gnome, souvenirs etc etc. Just as importantly to Ashley however it boosts SD’s standing, increases share prices and the overall value of his company while reducing ours. Add in the free advertising, payment of PR fees to his own company, movement of assets from NUFC to St James’ holdings etc and he’s not doing too badly at all.

That is of course, assuming we even get 7% there’s nothing to say that NUFC’s cut from this isn’t a big fat zero.

One thing that’s always said about football ownership is that it rarely makes a profit which is exactly what I believe Ashley wants. Think about it, you have 2 businesses, 1 is massively profitable the other makes nowt therefore why not take some of the profitable bit of business 2 and move it to business 1 meaning the 2nd makes a bigger loss while the 1st a bigger profit. Ashley then includes the loss of NUFC in his personal tax return meaning 47% of that loss is recovered by paying less tax!

So, if you’re still reading this, THAT is why I believe Mike Ashley bought NUFC and more worryingly why he has no intention of selling.