The lower divisions are littered with once highly placed clubs who have dropped into a vicious circle of lower gates meaning less money available to buy or keep the players they need to climb the...

The lower divisions are littered with once highly placed clubs who have dropped into a vicious circle of lower gates meaning less money available to buy or keep the players they need to climb the table. It is this unforgiving and volatile nature of football that sometimes militates against the business side of the operation feeling that it can take a long-term approach. As a result, any new ideas had to be very thoroughly sold to the board to stand a chance, and that included direct marketing.