IT’S not been a great week for the Football League’s first champions and original invincibles, Preston North End (PNE) who announced a big pre-tax loss for 2021-22 and then lost 4-0 at home to Norwich City in the Championship.
Preston are hovering in mid-table but it would seem unlikely they will challenge for a play-off place this season. There is a chance of glory in the FA Cup, though; Preston are at home to Tottenham Hotspur on January 28 in the fourth round and given the current erratic form of the London side, the tie could be a big banana skin for the Spurs. Victory would also ease some of the pressure on the club’s finances.
PNE made a pre-tax loss of £ 20 million in 2021-22, higher than the £ 17.5 million lost in 2020-21. By Championship standards, that’s not dramatic, but for a club of Preston’s size, it is very significant and amounts to a weekly loss of £ 400,000. Fortunately, the club has generous owners in the Hemmings family. PNE owe them around £ 77 million in soft loans and without their support, there is no way the club could entertain Championship football. Over the past 10 years, PNE have made a loss in eight, but the 2021-22 deficit is the highest.
The big question is, can Preston sustain the level they are at and should they even be trying to given the amount of wages they are paying out just to stay in the division? They are currently in their eighth consecutive Championship campaign after winning promotion from League One in 2015.
In 2021-22, the wage bill at Deepdale was £ 24.6 million, which represents 177% of income, a dangerously high level. If that figure appears somewhat frightening, then consider that in 2020-21, the wage-to-income ratio was 216%.
PNE’s revenues for 2021-22 were £ 13.8 million, 16% higher than the previous season’s total of £ 11.9 million. This was boosted by a return to near normal conditions for matchdays at Deepdale in 2021-22, with earnings rising more than fivefold to £ 3 million. Media income was down by around 10% to £ 8.1 million, while commercial revenues amounted to £2.8 million.
How can a club like Preston change their current situation? In 2022-23, they are averaging 16,000 at Deepdale, their best average since 1964, so it is difficult to see that climbing much higher. The club’s commercial income was up by 12%, a welcome trajectory after a few years of decline, so there is continued scope for improvement, but essentially, the elephant in the room will always be the wage bill.
PNE could do better in player trading judging by the last two years in which they have made around £ 1 million. It is not so long ago that they sold Callum Robinson to Sheffield United for £ 7 million and Jordan Hugill to West Ham for £ 10 million. Many clubs have tried to implement a strong player trading culture in order to generate income because it is arguably the way ahead for small-to-medium sized clubs. Of the current squad, midfielder Ben Whiteman could yet earn PNE a decent fee and already Premier League Fulham are apparently showing an interest in the 26 year-old.
Preston’s dilemma is they are plying their trade in a division where everyone lives beyond their means as they chase the dream of a place in the top flight. In order to remain competitive, the pressure to follow the crowd is intense. But for most clubs, the prospect of the lucrative world of the Premier is beyond them. The game with Tottenham will give the Deepdale regulars a glimpse of the promised land.
WEST HAM UNITED have a well-earned reputation for producing great players, but rarely have they conjured up an outstanding team. Only occasionally has it all come together to produce a side capable of challenging for honours. Consistency, as well as limited resources, has always been an issue for West Ham, hence they have never challenged for the league title, with the exception of the 1985-86 season. Largely, though, the Hammers’ greatest successes have been in cup competitions, although it is now more than 40 years since they won the FA Cup in 1980.
Nevertheless, West Ham are one of English football’s great community clubs, representative of the east end of London just as much as Pearly Kings and Queens, pie and mash and Jellied Eels and well-worn songs like “Knees up Mother Brown”. The Boleyn Ground was one of the most atmospheric stadiums in Britain and the Hammers’ fans were among the most partisan in the country. They might not have had a lot to cheer about in terms of trophies won, but West Ham have had a catalogue of outstanding footballers to entertain them, including the World Cup triumvirate of Moore, Hurst and Peters, Trevor Brooking, Alan Devonshire, Billy Bonds, Rio Ferdinand, Frank Lampard (senior and junior) and Joe Cole.
Here’s three of West Ham’s most notable teams:
1922-23 FA Cup finalists at the inaugural Wembley final
The Hammers were a second division club when they reached the 1923 final to meet Bolton Wanderers from the top flight. West Ham won promotion in 1922-23 and they were fortunate to reach Wembley without coming up against a first division outfit. The story of the White Horse Final and crowds spilling onto the pitch are well documented, but it is arguable that the attendance was so huge because a London team was in the final, although West Ham’s average gates at the time were barely 20,000. In the FA Cup, the Hammers beat Hull City, Brighton, Plymouth Argyle, Southampton and in the semi-final, Derby County. West Ham were a fast-moving and enterprising team who were committed to attacking play. Their manager, Syd King, was something of a character with his close-cropped hair and flamboyant moustache. King had played for Thames Ironworks, New Brompton and Northfleet before arriving at West Ham. He managed West Ham from 1902 to 1932, an astonishing 30-year period that ended with the sack.
West Ham 1923: Ted Hufton, Billy Henderson, Jack Young, Sid Bishop, George Kay, Jack Tresadern, Dick Richards, Billy Brown, Vic Watson, Billy Moore, Jimmy Ruffell.
Vic Watson: Born in Cambridgeshire 1897. Long-serving centre forward who played almost 500 league games for West Ham, scoring 298 goals. Prolific in front of goal, he won five caps for England, scoring four times. Once scored six goals in a game in 1929.
George Kay: Captain and defensive hub of the team, he was 31 when the Hammers reached Wembley in 1923. Played for the club from 1919 to 1926, making over 250 appearances. He had spells with Distillery and Bolton Wanderers before joining West Ham. But for bouts of ill-health, Kay could have won an England cap.
Jimmy Ruffell: Left winger who joined West Ham from the Ilford Electricity Board and eventually made around 550 appearances for the club, scoring 166 goals. A difficult player to play against, Ruffell was capped six times by England.
1963 – 1965 FA Cup and European Cup-Winners’ Cup winners
Ron Greenwood was appointed manager of West Ham in 1961 and brought a very distinct philosophy to the club. He was heavily influenced by the Hungarians that thrashed England in 1953 and 1954 and a big student of the European game. By the mid-1960s, West Ham had a squad that included some richly talented young players and they were forging a reputation for delightful, purist football that entertained the crowds. Although this wasn’t always successful, they were always capable of raising their game for big clashes, such as in 1964 when they beat FA Cup holders Manchester United 3-1 in the FA Cup semi-final. In the final, they trailed 1-0 and 2-1 to second division Preston North End, but ran out 3-2 winners, thanks to a goal from Ronnie Boyce. Into Europe the following season, the Hammers slalomed their way past Gent (Belgium), Spartak Praha Sokolovo, Lausanne Sport and Real Zaragoza. Their opponents in the final were TSV Munich 1860 and the venue was Wembley stadium. Alan Sealey proved to be the hero of the hour and scored two goals in a three-minute spell in the second half to win the game 2-0. A year later, West Ham skipper Bobby Moore was back at Wembley as England captain, winning the World Cup, completing a unique treble.
West Ham 1963 – 1965: Jim Standen, Joe Kirkup, Jack Burkett, Martin Peters, Ken Brown, Bobby Moore, Alan Sealey, Ron Boyce, Geoff Hurst, Brian Dear, John Sissons, John Bond, Eddie Bovington, Peter Brabrook.
Bobby Moore: Born 1941, Barking. An England legend who led his country to World Cup success in 1966. Won 108 caps for England and was Sir Alf Ramsey’s “right hand man” during the World Cup campaign. A cool, calm defender whose leadership skills and immaculate timing made him one of the all-time greats. Died tragically young at 51 and was sadly underused when his playing days ended at Fulham.
Geoff Hurst: Born 1941, Ashton-under-Lyne. Scored a hat-trick in the 1966 World Cup final and played over 500 games for the Hammers between 1958 and 1972 and was capped 49 times by England. Converted from wing half to inside forward, Hurst was good in the air and explosive in front of goal. Left the club to join Stoke City in 1972.
Martin Peters: Born 1943, Plaistow. A player who Sir Alf Ramsey considered to be “ten years ahead of his time”. An elegant performer, capable of playing in midfield or as a forward, he won 67 caps for England, winning a World Cup medal in 1966 and scored in the final. Left West Ham in 1970 in a cash plus swap deal, joining Tottenham for £ 200,000. One of the last “boys of ‘66” to retire.
1985-86 – So near yet so far
The 1980s were dominated by Liverpool and for a few years, Everton also emerged as title contenders. In 1985-86, West Ham came from nowhere to challenge at the top of the table, thanks to a team that was schooled in the fine arts that were so typical of the club’s ethos. It helped that they had two strikers who were “on fire” for a season or so, Tony Cottee and Frank McAvennie. West Ham’s squad, managed by John Lyall, was relatively small compared to their title rivals, but their two forwards scored over 50 goals between them. With a bigger squad, West Ham might have beat off the Merseyside duo, but it wasn’t to be. West Ham won eight of their last 10 games, including an 8-1 trouncing of Newcastle, but they had to settle for third place, finishing only four points off top spot. They have never been as close to becoming champions.
West Ham 1985-86: Phil Parkes, Ray Stewart, Steve Walford, Tony Gale, Alvin Martin, George Parris, Alan Devonshire, Mark Ward, Alan Dickens, Neil Orr, Tony Cottee, Frank McAvennie.
Tony Cottee: Young striker who was born in Forest Gate. Had two spells with West Ham and won seven England caps. A diminutive figure, he was nevertheless a prolific goalscorer and had plenty of pace. He was named young player of the year in 1985-86 after scoring 26 goals. Left the club in 1988 to join Everton for a fee of £ 2.2 million.
Frank McAvennie: A mercurial player who had an outstanding campaign in 1985-86, scoring 28 goals. Signed from St. Mirren in 1985 and despite his initial success at West Ham, he returned to Scotland to join Celtic. Returned to West Ham in 1989, but he was never as effective. A very talented player whose lifestyle arguably prevented him from achieving greater things.
Alvin Martin: Liverpool-born centre half who became part of West Ham folklore. A commanding player who captained the team in 1985-86. He played for the Hammers between 1978 and 1996, making almost 600 appearances for the club. Netted a hat-trick against Newcastle in 1986, scoring past three goalkeepers.
West Ham’s current squad ranks among their best in recent times, but they are competing in a very tough environment. They may play in front of over 50,000 for the first time in their history, but they are part of a small group of clubs that are battling to gain a place in the top four or five in the Premier League. They are back in Europe, which is a sign of their progress in recent years, but the next step may be the hardest. Whatever happens, one thing is certain, they’ll be forever blowing bubbles at the London Stadium!