Why bother with Walsall FC ?

By Alan Stokes
May 27 2003

Why do people support the teams they do? How can Walsall FC increase the number of supporters through the turnstiles? As well as having the cheapest seats around, my view is that the club need to look seriously at providing the fans with value for money.

What is it that makes a football fan follow a particular team? If it were possible to identify the reason then it would be possible to influence the number of people who attend Saddlers matches.

I don’t think that there is one main characteristic that determines what team a person follows, it is much more complex than that.

There is obviously the “genes” theory in that support is passed down from father to son. This may well be true in quite a lot of cases but, if you don’t like your parents then you would have the “reverse” effect i.e. Dad follows Walsall so I’ll follow Stoke just to wind him up (God forbid).

Then there are the glory hunters – supporters who choose teams at an early age due to the fact they are successful and then true to tradition maintain that support for life. A variation on this theme is the supporter who continually changes clubs dependant on the relative success of the clubs.

There are also the “jump on the bandwagon” brigade (I have noticed quite a few of these over the last few days – not mentioning any teams of course). These people have shown only a passing interest in football until something “big” occurs. The next thing that happens is that these people are suddenly the clubs most loyal supporters (generally decked out in the latest version of the Old Gold and Black crisp packet shirt – still not mentioning any names).

You also have the “mates” supporters. Those people who will follow a team for a day out with their mates. Over a period of time, these supporters will generally become “hooked” on that team if the conditions are right.

What do these conditions need to be?

First and foremost the matches need to be affordable. Walsall FC have adopted this philosophy by introducing the cheapest football in the area. As well as affordable prices, other criteria need to be met. This being attractive, value for money football. Without this, it is irrelevant as to how cheap the prices are. You could have the cheapest seats in the entire football league but, if value for money isn’t on offer then people still won’t be interested. You will still be stuck with your hard core support that will go come what may.

It is very important that the club has a goal, mission statement or aim that supporters can identify with. It is important to the fans (current and future) that they can see what the club is trying to achieve.

I will take the Wolves as an excellent example. Ten to fifteen years ago they were playing in a crumbling stadium in front of 3 to 4000 people. With significant investment they now have a superb ground and fantastic support. This has been developed over the years. Over recent years there has always been the possibility that they would reach the Premier League. They have played good, attractive football and as a result of this the crowds have increased.

I am not suggesting that Walsall go out and spend millions of pounds they haven’t got. However, I would like to see some investment which would indicate that we take seriously the challenge of first division football. If Walsall were able to produce a team who could easily maintain first division stature whilst playing attractive, inventive football then the increase in gates would naturally follow.

If the club is going to progress further then the management of the football club need to start making the correct decisions – very soon.