LUFC: We’re not Famous Anymore?

From the late 1960’s, Leeds United have been known across the world as one of the largest, most successful clubs in England. This legacy has meant that hundreds of thousands of fans have spread the continents, keeping the LUFC name alive. The likes of Tony Yeboah and Lucas Radebe, Peter Lorimer and Tony Dorigo, Mark Viduka and Gary Speed, have culminated masses of fans in their respective countries.

More recently however, the worldwide fan base have been dormant, due to the decline of the club into the lower leagues of English football. Instead of young Ghanaians trying to emulate Yeboah wonder shots, they practice the art of scoring like Van Persie. How things have changed! The continuation of fan groups are vital, and i believe that, with the sale of the club to GFH Capital, fans around the globe can begin to feel that the ‘sleeping giant’ is awakening.

Global Brand

Doug Gisby, former executive of Leeds United Americas, has seen member numbers fall since relegation from the Premier League, but even at the lowest of lows, fans have dug deep and returned to support the club, even at the depths of League One:

“Leeds United Americas are very big in the US & Canada. We also have members in Central & South America with a very dedicated bunch in Brazil. LUA started out as Leeds United Supporters Club North America (LUSCNA) but we went independent about 4 years ago. Mike Bellwood who is based in Boston runs LUA & we have very active groups in Boston, Chicago, NY, Atlanta, California and Florida and members in most US states, we typically have at least 1 LUA member at every game and have a number of ST holders (myself included). About 40% of our members are non UK nationals with about 20% being natives either US, Canadian and Brazilian.”

The need for the LUFC brand to be spread around the world is important to organisations such as the LUA. Doug knows firsthand just how ‘global’ the brand is. In a business meeting with a Columbian colleague, “he asked me where I was from, I said Leeds, his response was do you support Leeds United.”

GFH Capital themselves are very much a multi-national company, with links to the Middle East, Africa and Europe. This experience will be pivotal in re-engaging the fans from the likes of Norway, Australia and the USA.

Speaking to Lee Cousens of Dubai Whites, he is confident that the new owners have the fans in mind. I also asked him about the importance of a global LUFC brand, and he shared the same opinion of many; “I think if and when Leeds get back in the premier league, we’ll see a massive increase of fans out here in the UAE.”

There have recently been rumours of a friendly tournament in Bahrain and the Middle East, with the whites going out there to gain more presence and publicity in the owners’ back yard. The problems of this, according to Lee, are similar to that of the Qatar world cup; “The problem we have over here is out of the football season, the temperature are +45 degrees, so a tournament would be impossible.”

 David Haigh, Board member at LUFC and Deputy CEO of GFH-Capital, is described as “a genuine guy. He even puts his hand in his pocket and get us a beer now and again.” Don’t think I’ve heard Ken Bates put his “hand in his pocket” very often, have you? The idea that genuine people are committed to engaging with fans is encouraging for the future direction of Leeds United Football Club.

The consensus is that a return to the ‘promised land’ would also bring back the global following of LUFC. The new owners hold the key to that success, and when they unlock it, a mass of fans can fill Elland Road to the rafters again.

We’re not famous anymore?

 

With thanks to @chicagowhite @DubaiThe

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