Doing the 92: A Journey through English Football
Doing the 92 is Daniel Storey’s ambitious quest to visit every English football league club in a single season. This installment marks club 68 out of 92. To follow his journey more closely, you can subscribe here.
At Crawley Town’s Broadfield Stadium, amidst the fervent supporters in the terrace behind the goal, a poignant banner is unfurled before and after the match. It encapsulates a rich history coupled with an uncertain future, sending a clear message to the club’s owners: “127 years to build, 12 months to kill. Wagmi Out.” Throughout the game, sporadic chants resound against the ownership.
On the pitch, Crawley manages a 1-1 draw against Reading, a result that typically would be considered acceptable, yet it does little to foster optimism. Crawley has only secured five victories in their last 34 league matches and finds themselves nine points adrift from safety, with just ten league games left. Their tenure in League One appears fleeting. The sentiment among the fans is that a return to this level may take some time.
A New Era Begins
In April 2022, Crawley Town was acquired by Wagmi United LLC, a group of US cryptocurrency investors. The term “Wagmi” stands for “We are going to make it,” a popular phrase within the crypto community. Interestingly, Wagmi had previously attempted to take over Bradford City, but that endeavor fell through amid protests from Bradford supporters.
Wagmi’s ambitions were bold, aiming to transform Crawley into “the internet’s team” by enabling fans to engage with the club through the purchase of NFTs, which they claimed would be linked to tangible merchandise and club perks. They made headlines as the first football club to launch an NFT-only football shirt and aimed to leverage data-driven recruitment to foster progress.
The initial fundraising efforts were relatively fruitful, with reports indicating that Wagmi raised approximately $18 million (£14 million) prior to the takeover, which helped fund the squad. The third shirt reportedly generated around $5 million (£3.8 million), although it’s unclear how much of that revenue actually benefited the club. Crawley’s new owners faced significant challenges, inheriting a club with a non-league mentality that had not finished in the top 10 of League Two since their relegation. Just a month after the takeover, manager John Yems was suspended and subsequently banned from football for three years due to serious allegations of discriminatory language. Despite these hurdles, Wagmi managed to elevate Crawley to League One within two years, a commendable achievement on the surface.
Crawley Town 1-1 Reading (Saturday 8 March)
- Game no.: 75/92
- Miles: 334
- Cumulative miles: 13,784
- Total goals seen: 218
- The one thing I’ll remember in May: When a cross flashed across goal with no takers, a massive chorus of home supporters shouted “Gamble!” reminiscent of a quiz show audience.
Even among the disgruntled supporters I spoke with at the stadium, there was an acknowledgment that ticket prices had been lowered, leading to increased attendance. They highlighted the positive development of a fan zone and improved collaboration with the Community Trust. While the situation is far from ideal, it has not been a complete failure.
The credit for the promotion to League One is a matter of debate. It’s true that they hired the inspirational Scott Lindsey, who guided a team from the bottom of the league to an impressive seventh place, culminating in promotion through the play-offs. However, Lindsey was the fourth manager Crawley had in just three months, and there were reports suggesting that players were unclear about the direction of the club. In September, Lindsey left for MK Dons, and Rob Elliot was appointed in his place, currently holding a win ratio of merely 19%. One could argue that the 2023-24 season is more a testament to Lindsey’s accomplishments than to Crawley’s overall strategy.
Should Crawley face relegation back to League Two, it would not be seen as a significant embarrassment, at least not according to their established standards. They have only been part of the Football League since 2011, and as recently as 2006, they were in administration and on the brink of collapse. With the sixth smallest ground in the league, their record attendance is below 6,000, achieved during a match against Reading in 2013 when Reading was in the Premier League. A lot has changed since those days.
The Issues at Hand
It is not merely Crawley’s league position that is inciting protest; it is the entire process surrounding the club. Much of the unease—both at the time of the takeover and now—stems from the nature of the financing, a volatile currency that potentially places Crawley’s financial future in jeopardy. This concern is compounded by a growing distrust regarding the management of the club and the decisions made by those at the helm.
The issues began with recruitment and the complete overhaul of the squad following promotion. Of the 15 players who participated in the play-off final victory, only three remain at the club. Last summer, 18 players departed Crawley, while 16 new players were brought in, either permanently or on loan. This included what was reported to be a record-breaking transfer fee for Nigeria international Benjamin Tanimu, who has played just 156 league minutes this season.
The strategy appeared to involve using data metrics to identify better players than those who were sold or released for lower fees. However, it is challenging to conclude that this approach has proven effective, especially given the current league performance (although Crawley would likely have been relegation candidates with the previous squad). More than anything, the peculiarities of this project—elements that have gained notoriety on a national level—have left supporters seeking clarity and accountability.
For example, this summer, striker Mo Faal was signed on a short-term deal from non-league football with a six-month contract and an option for an 18-month extension. The EFL deemed this contract impermissible, as extension options cannot exceed the original contract length. According to Faal, he was informed there would be no negotiation just after he had placed a deposit on a new home.
In October 2022, Johnson announced that Crawley would invite three members of the YouTuber football team The Sidemen to train with the first team ahead of an FA Cup match against Accrington Stanley, possibly to have them on the bench for the game. Many saw this as an unhelpful gimmick, similar to Johnson’s decision to appear in the dugout during a game against Stevenage, which drew boos from the crowd. In May of last year, he stepped down as chairman, only to return to the position two months later.
Let’s be charitable for a moment: mistakes happen. It’s not unusual for new owners to arrive in English football with grand ideas—though the source of Wagmi’s funding is indeed groundbreaking, for better or worse—and become overly enthusiastic about innovation while failing to grasp the nuances of the situation. It would have been beneficial for them to recognize that allowing YouTubers to train with the first team could alienate long-time supporters, but such missteps occur.
Bridging the Gap
What is crucial in these circumstances is communication. Football supporters often adopt a cynical stance—rightfully so, considering the fate of clubs they cherish—but they will show patience and trust to those who genuinely attempt to bridge the gap and acknowledge that they have much to learn about what makes their club special. As the banner poignantly states: “127 years to build a club.”
The club’s owners seem to understand this sentiment. When Johnson resumed his role as chairman and CEO in July of last year, he echoed a similar promise: “In order to achieve the sustainable success we seek and to foster the level of two-way communication with supporters that we aspire to, it is essential that we are present and embedded in the Crawley community.” This disconnect fuels the growing discontent, leading to the display of banners and the chants during matches. The concern isn’t solely about the mistakes made by Crawley’s leadership, but also about the apparent erosion of the connection between the club and its supporters.
Carol Bates had volunteered for Crawley for eight years, caring for mascots on match days. In January, she utilized her social media account to criticize some of the questions posed in a club survey, such as “What animal best represents Crawley Town FC?” and “If Crawley Town were a dish, what would it be and why?” She pointed out that a CEO with a background in English football would not pose such trivial questions. Shortly after her comments, she received a brief phone call from the club terminating her volunteer position, effective immediately.
“I’ve consistently voiced concerns about the need for an experienced EFL CEO since Wagmi took over,” Carol told The i Paper. “This wasn’t a personal attack; I simply believed that many of our challenges could have been mitigated with proper advice and knowledge from an experienced EFL figure.” Coincidentally, it was her comments regarding the aforementioned survey that seemingly offended Preston Johnson, who was in that role at the time.
A week before my visit to Crawley, supporter director Sam Jordan resigned from his position. A lifelong supporter of the club, Sam had initially been honored to take on the role but found it increasingly difficult. “I joined with the hope and belief that we could strengthen relationships between the club and its supporters, promoting transparency, trust, and collaboration,” Sam stated. “However, it has become increasingly evident that these values have not been consistently upheld. I’ve witnessed repeated mistakes, a lack of integrity in decision-making, and a failure to learn from past errors.”
The gravity of Jordan’s resignation reflects the sentiments of the Crawley Town Supporters Alliance, the club’s independent supporters trust, who recently surveyed their members. The findings were alarming: despite being in League One, 60% of respondents expressed a desire for Wagmi to sell the club. They cited various issues, including the treatment of volunteers, the owners’ behavior on social media, and a perceived lack of respect for the club’s heritage and tradition.
Supporters I spoke to expressed concern over the potential escalation of this situation. While there is some admiration for Wagmi’s ambition, many believe that without the support of matchgoing fans, their efforts will ultimately be in vain. There is a prevalent fear that when outsiders fail to listen to those who have invested their lives in the club, criticism can lead to stubbornness, which benefits no one. Unfortunately, there are too many precedents for such fears not to manifest.
There appears to be a disconnect between the priorities of the ambitious crypto investors and the genuine football supporters who never imagined their beloved club would venture down this path. On the Wagmi website, three distinct aims for their project are outlined as a manifesto:
- To reinvent broken legacy sports management models
- To give fans a meaningful voice
- To take Crawley Town FC, the smallest club in the English Football League, to the Premier League
The first aim is indeed audacious: to revolutionize an entire industry through the lens of a single club. The third aim is even more ambitious: Crawley is currently far from being ready for the Championship, let alone the Premier League. Thus, these aspirations may come across as mere rhetoric. Furthermore, Crawley is likely not the smallest club in the Football League, as claimed, but presenting them as such helps to cultivate a narrative of miraculous transformation.
However, it is the second aim that is the most crucial: “to give fans a meaningful voice.” The pressing question is what is meant by “fan” in this context. Does it refer to those who have supported the club through thick and thin, including the era when owner Bruce Winfield finally took them into the Football League before his untimely passing? Or does it pertain to those who have invested in non-fungible tokens? If Crawley’s owners genuinely care about season ticket holders, they must learn from the past two years—about squad-building, recruitment, avoiding gimmicks, and treating loyal staff with the respect that encourages them to stay. They need to understand that ambition must coexist with heritage to create something truly meaningful rather than risk destroying it.
If they are committed to genuinely connecting with their supporters, they should heed the criticisms from Carol Bates and Sam Jordan, and work to address their constructive elements. They must reach out and repair relationships. Trust is earned, and regaining it requires significant effort to rectify the issues that have been highlighted.
We will see what Wagmi is truly about this upcoming summer: good people should be included in the fold, not pushed aside.
Conclusion
“Supporters aren’t asking for anything unreasonable—just a club that respects its traditions, values its fans, and has a clear, sensible strategy for success,” asserts Reuben Watt, chair of the supporters trust. “Football clubs flourish when there is unity among owners, staff, players, and supporters. This unity is only achieved when fans feel heard and appreciated.”
The prevailing frustration stems from a perception that these fundamental principles are being disregarded. This isn’t about resisting change; it’s about ensuring that any change respects the club’s identity and genuinely benefits the community and its long-term future.
Every supporter I spoke to, in separate conversations, echoed a common sentiment: they are not interested in a relentless winning machine if it comes at the cost of their connection to the club. They do not seek a reinvention of sports management; they desire Crawley Town. They wish for a place to watch football on a Saturday afternoon, to feel proud of their club, and to ensure that everyone involved is content. Above all, they want the assurance that their club will endure for the next 20 years.
Daniel Storey has set himself the goal of visiting all 92 grounds across the Premier League and EFL this season. You can follow his progress via our interactive map and find every article (so far) here.
