The performance and result against Southampton on Boxing Day was deeply disappointing, and although we came up against a team hoping to make an immediate return to the Premier League, it was a tough loss to take. It was especially disappointing for those who had given up their Boxing Day to travel down to the St Mary’s Stadium.
Everyone on the Trust Board is a supporter of the club first and foremost, and some of our performances and results over the past few months hurt us as much as they do everyone else. The draw against Coventry on Friday night, which saw us rescue a point late on, was a welcomed response by the team.
Like most supporters we too are frustrated that the club has not yet been able to secure a permanent head coach or manager in the four weeks since the decision to remove Michael Duff, and fully understand and share the concerns of our members and supporters who turn up week-in, week-out to support the team.
We appreciate that not every managerial appointment will turn out to be a good fit, and we accept that as a fact of football – Michael Duff’s Barnsley were amongst the top scorers in League 1 last year and won the third most games in the division, and so we understand why he seemed like an ideal candidate for the position. Ultimately it didn’t work out, and the club took action to remedy the situation when it appeared that neither performances nor results were improving.
As part of our role and access, we have regular opportunities to discuss key football matters with the club, including the work going on to identify and hire the next head coach or manager. From these conversations, we understand that the club had a list of candidates who were being pursued, and ultimately identified a primary candidate who they engaged in thorough and detailed negotiations with. However, that individual eventually decided not to take up the position, which meant that the search was refocused back to other identified candidates, and the club is currently navigating the difficult task of trying to recruit someone during the busy festive period, where it is notoriously difficult to do so.
We have asked the club to provide further clarity to supporters at the earliest opportunity given that the January Transfer Window will open tomorrow, and we will need a head coach/manager to help shape the squad in a way that allows us to compete in the second half of the season. We have been advised this will happen in the very near future.
In his last statement, club Chairman Andy Coleman talked about identifying the right candidate for the job who played the Swansea Way, and that this could take time. At the Club Board Meeting on 15th December, the Trust were provided with a presentation from the club on the work being done by the football department to codify the Swansea Way, and recruit and develop management staff and players against that framework. What we can confidently share to supporters is that there has been a significant effort and emphasis being put into re-establishing what supporters have known for the better part of a decade – that the Swansea Way is all about a powerful, possession-based team who are proud to represent the club and the city.
Over the festive period, members of the Trust Board have continued to discuss key matters with the club, including:
- The search for a new head coach or manager and the importance of both finding the right individual but giving that person enough time to embed within the squad and make necessary changes in January.
- Lessons learned from the Summer Transfer Window and squad priorities that will be taken into January.
- The latest update on our planning for the January Transfer Window and the funds available to the new Manager.
- How the club can continue to improve communications with supporters to ensure that they are brought along on the journey and given as much information as possible.
Our emphasis in these conversations has been about understanding what has happened, but critically what lessons are being taken forwards because we firmly believe that it isn’t a good use of time to dwell on and curse the past, but rather focus on changing the way things are done in the future. Last season we called out the majority ownership group for their poor handling of the January Transfer Window, which has ultimately seen several changes made in the decision-making process, as well as in the football department. In the summer we saw 13 new players join, and we hope to see further investment on incoming players in January. This will be a critical acid-test on whether lessons from January 2023 have been truly learned.
The role of the Trust
As a Trust Board, we are not immune from criticism, and we monitor forums and social media to understand supporter sentiment on the Trust itself and on the club. We will always aim to engage in tough conversations where there is shared respect and willingness to listen – both internally with the club and externally with supporters. At times, the negativity, tone, and general abuse that we receive through our social media channels is unwarranted and unfair, and at other times the statements or accusations levelled at the Trust Board by supporters are simply untrue – in those instances, we absolutely have a right to defend the individuals and the work they do by strongly challenging those accusations.
We truly appreciate how important the club is to the supporters – it is a central focus of everyone on the Trust Board as well – and if supporters could remember that during their exchanges with us, it would likely be far more productive and engaging for them and for us.
The Trust has been accused of not publicly calling out the owners more regularly – we understand that criticism, but the belief of the current Trust Board is that serious and challenging conversations don’t always have to be played out in public, and at times it is far better to have those discussions in-house with the majority owners rather than playing them out over social media, which often achieves little.
Ultimately the Trust is a shareholder in the club as well as a voice for the fans – this dual role means that sometimes we must sit on information that we would otherwise love to share, and must at times keep things in house rather than openly calling out or criticising ownership (which other supporter groups without a financial interest in their clubs can do without consequence on the club). We may not always get this right, but we work extremely hard to manage relationships in a way that enables us to have the strongest voice and provide challenge publicly when required, whilst also ensuring we continue to receive the excellent information flow that we get from the club about what is happening. This is a difficult balancing act at times, but is vital to not only get the access, but also the quality information that enables us to oversee the club’s activities effectively.
The Trust has and continues to look for new members, whom one day we all hope will put their name forward for election to sit on the Trust Board. Our monitoring of forums and social media platforms shows that there are plenty of strong opinions and good ideas out there that could and should be shared, and we firmly believe that the best way to do this is by becoming a member and standing for election. This is the best way to have your voice heard and bring about real change within the club.
In July 2024, we will have upwards of 10 open slots on the Trust Board (6 Board Members, 4 co-optees) and we welcome all applications for those positions. The election information is available on our website to members and supporters, and if you would like to discuss the process further or have any questions, please contact us on info@swanstrust.co.uk
Final Note
We would like to thank and give credit to Alan Sheehan, who has stepped into a difficult situation during a tough run of fixtures and managed to secure eight important points during his time as interim head coach.
We would also like to share our deep appreciation for the Jack Army for their unbelievable and unwavering support of the club – the attendance and noise at Southampton and Coventry were outstanding. The performance at Southampton was a low-point for what is and continues to be a fantastic club. We hope that with a new manager in place and an opportunity to enhance the squad in January, we will see an upturn in performances and results.
Whatever our individual opinions as supporters on staff, players, performances, and desired style of play, the one thing that unites us all is the love of the club and the city. In that vein, we encourage everyone to get behind the team and Alan Sheehan for as long as he is the interim coach and look forward to seeing you at our home game against West Bromwich Albion tomorrow.
In the meantime, the Trust will continue to push for information and share whatever we can – we are working on a calendar of communications for 2024 that will aim to bring you closer and give you more information.
On a separate note, we would also like to take this opportunity to wish all our members and supporters a Happy New Year and all hope 2024 brings us all a more positive year in everything that surrounds our passion for Swansea City.
Swansea City Supporters’ Trust
31st December 2023
