Swindon Town Football Club held a ‘Press Day’ today, inviting local media to engage in a Q&A session with Chairman, Clem Morfuni and Chief Executive Officer, Anthony Hall. This event was an opportunity to address the myriad of concerns and questions on the minds of fans following a particularly challenging season in League Two.
As a lifelong Town fan, I had the chance to pose some pressing questions that many supporters have been eager to hear answers to.
Reflecting on Last Season
Reflecting on last season, it’s clear that the club faced numerous difficulties. When asked about the main factors that contributed to such a disappointing performance, Morfuni provided a candid assessment. He acknowledged that the squad’s lack of depth and the number of injuries were significant issues.
“I think we struggled a lot with a smaller squad and more injuries. Obviously, we got the new manager, Mark Kennedy in and our budget is a lot healthier than it was last season, and we’re focused on making sure our defence is much better than last year,” Clem explained.
Communication and Administration Improvements
I delved into whether any changes have been made to avoid a repeat of last year’s mistakes around communication and administration. Morfuni admitted, “I think our communications have been poor, we’ve struggled with communication!” When I reminded him that he had said the same thing at the start of last season, he took the interruption in stride and responded, “To be fair, we have been getting our heads down and trying to sort the business out because we still have some challenges with the club.”
Clem continued, “We’re still putting money into the club and looking at better commercial deals. We’ve switched from Puma to Adidas, which we believe will help us commercially. I know fans want everything done straight away, but it’s hard. We’re also refurbishing areas like the Legends’ Bar to enhance the fan experience.”
I took that moment to remind Clem that 99% of fans would rather the club were winning at the top of the league rather than a newly repainted bar to drink in before the match.
The Adidas Deal
After a brief conversation about the Adidas deal and me questioning whether we are just going to end up with a bland kit that hundreds of other clubs are seen wearing, Clem assured me that it would be beneficial to the club. “The Puma deal was hurting us commercially,” he said. “The Adidas deal, distributed through Pro Direct, should improve our commercial standing and hopefully boost sales.”
Despite the deal being signed up as part of Pro: Direct’s Clubhouse offering I have been reassured that we will see something different for Swindon, something similar to the Salford and Exeter delas also signed with Pro: Direct.
*I have since looked at the Exeter and Salford Kits and do not hold out much hope for anything unique!
Administrative Changes
On the subject of administrative errors and the changes made to avoid them, Anthony Hall stepped in to provide clarity. “We’ve implemented new systems and processes to prevent the mistakes of last season. We recognise the errors made and have put measures in place to ensure they don’t happen again. Our new systems and processes will ensure they can’t happen again.”
Financial Backing and New Investments
A pressing question was how the club has managed to finance the appointment of a new manager and secure permanent signings despite last year’s financial constraints. Clem revealed that the additional funding has come from his own $250 million business.
“Last season we had an embargo because of the EFL loan,” he said. When I reminded him this wasn’t in place at the start of the season, he responded, “Look, we’ve managed to get our finances in better shape. We’re investing heavily into the club this year to ensure success.”
Legal Issues
Legal issues have also been a point of concern for the fans. “There have been ongoing legal issues surrounding the club. Can you update us on any outstanding court cases and how they are impacting the club’s operations and future?” I asked. Clem responded, “We’re still dealing with some challenges, but we’re working to resolve them.”
Anthony Hall detailed the four outstanding cases, including Centreplate, the carwash, the Swiss-based car issue, and Standing v Power, noting that these issues do not directly impact the club’s operations.
Former Owner Lee Power
Addressing persistent rumours about former owner Lee Power’s involvement, Morfuni was blunt and to the point, “I went to court for two and a half years with him, and you think he is still involved? Lee Power is not involved. If I go to court with someone, I will not continue doing business with them!”
Club Ownership
Ownership of the club has been another area where fans seek clarity. “For transparency, can you clearly outline who currently owns Swindon Town Football Club and the structure of that ownership?” After checking with Anthony Hall, Clem confirmed that he owns 78% of Swindon Town FC.
I had to question why he would be checking how much of the club he owns and he proceeded to tell me he owns 40 companies, to which I quickly reminded him, I only care about this one!
Future Goals
Looking forward, Clem and Anthony outlined their targets for the season. “Our main goal is promotion,” Clem stated firmly. “I want to get promoted this year, that’s my goal. We’ve asked Mark Kennedy and Jamie Russell what we need to get promoted, and we’re working towards that.”
Given the numerous issues over the past few years, including administrative errors and ownership disputes, rebuilding fan trust is paramount. Clem acknowledged this, saying, “It’s about the actions we take. We’ve made mistakes, but we’re improving communication and engaging more with fans through advisory board meetings and direct conversations.”
Season Ticket Sales
When asked whether this press day was a cynical last-ditch effort to pick up some good press and hopefully boost season ticket sales, Clem clarified, “It’s about transparency and showing our commitment. We’re making improvements, and we believe fans will see that. Season ticket sales are crucial, but so is building a lasting relationship with our supporters.”
Currently, around 3,000 season tickets have been sold, down from 5,000 last season. After being honest with Clem about my personal reservations about buying a season ticket, I stressed the importance of actions now to encourage more fans to commit financially.
Personal Commitment
On a personal note, I asked Clem why he continues to invest in the club despite the challenges and abuse that he receives from some parts of the fanbase. “I don’t give up easily,” Clem said. “I came here ten years ago, looked at the ground, and said WOW, Swindon Town is a proper football club with great potential. It’s a challenge I’m passionate about. Football drives me, and I believe with £2.1 million pounds invested, this club can be where it should be.”
Final Words
My last question to Clem was, “Why should fans believe that this is the year, why should they trust you this year?” Clem looked me in the eyes and said, “It’s all about actions. It’s about the new manager and the new players we are signing. I can sit here and say we’re going to do this and that, but until actions happen!”
As Clem Morfuni and Anthony Hall answered these questions, it became evident that they are determined to steer Swindon Town back on course. With new strategies, further financial backing, and a clear vision for the future, is it time to end the doom and gloom and get behind the club?
Perhaps it’s time we give them one last chance.
