We no longer live in an era where the owner of a professional sports team can afford to "not care" about the team they preside over. A good friend, also a West Ham United fan, once told me that the ownership at West Ham and their actions remind him of a used car salesman and his lot. I thought about this and eventually understood.
The issue of David Sullivan and Karren Brady seemingly making all the decisions at West Ham is not due to a lack of caring—quite the opposite. I believe they care more than fans give them credit for. So, what is the disconnect? Bad decisions? A lack of infrastructure to build upon? A front office built around the board’s decisions rather than the expertise of competent executives who live and breathe football every day throughout their professional careers?
Let’s explore the main issues plaguing our beloved Hammers, starting with…
The London Stadium
In 2015, when West Ham decided to leave their long-time home, Upton Park, for the newer, swankier London Stadium, no one realized the extent of the work the stadium would require. It wasn’t built for football, as we all know. The trouble was that Upton Park had become outdated and impossible to upgrade. Faced with the inability to build something close to home but knowing they needed to keep up with the times, the club made the decision to seize the opportunity at hand.
At first, it seemed like a hard deal to pass up. West Ham needed a new home. In 2011, West Ham became the preferred bidder over Tottenham and Leyton Orient. The process sparked challenges from both teams, preventing the stadium from being sold outright to West Ham. Perhaps that should have been a sign that London’s Olympic Stadium wasn’t the right fit. Despite these challenges, West Ham secured a 99-year lease agreement with the stadium owners. Initially, the thought was to lock in a great lease rate and hold onto it for as long as possible. Shouldn’t there have been incentives in this deal, such as an out clause if certain expectations weren’t met? Instead, West Ham has no opt-out until 2030.
As we approach 10 years at the London Stadium, it’s clear this deal hasn’t been what some called “the deal of the century.” Instead, fans feel misled. But what really happened? It wasn’t a case of not caring. David Sullivan and the board believed moving to a larger stadium without being bogged down by construction costs for years to come was a smart move. Where it went wrong was the deteriorating relationship between the team and the current landlords, the Greater London Authority (GLA), formerly the London Legacy Development Corporation. As leadership changed at the GLA, so did their relationship with West Ham.
What does this mean? It means the changes fans want aren’t easily achieved. From all indications, Sullivan and the board believed that fixes, such as additional seating to bring fans closer to the pitch, were attainable. However, those costs weren’t fully presented to Sullivan until recently. Sullivan initially thought that after each season, the stadium would enter construction mode to address poor sightlines, add steeper seating, improve acoustics, and enhance the overall fan experience. While more seats have been added, the significant construction needed for a better fan experience never materialized.
A Full Revolution
It wasn’t until 2024 that the GLA presented a cost analysis of between £1 billion and £1.5 billion. This is not an amount the current stadium owners are willing to spend, especially when converting to a football-only stadium would prevent hosting of non-football events. Is it even possible, or is this more misinformation? According to Balfour Beatty, the contractors for the stadium, engineering techniques were used that allow reconfiguration without full demolition.
To move forward, West Ham would likely need to commit beyond the 2030 mark. Why would the GLA invest over a billion pounds if they weren’t certain West Ham would remain tenants? The solution involves both West Ham and the GLA coming to the table to renegotiate their current deal, and West Ham should be willing to do so. In 2030, where else could they go? Football teams rarely share stadiums. Crystal Palace and Wimbledon are a rare example, having shared grounds in the past. With four and a half years until the 2030 opt-out, building a new stadium in East London would take anywhere from six to seven years to be approved and constructed.
David Sullivan saw an opportunity for growth. He envisioned expanding quickly without spending billions and competing with the top eight teams in the Premier League every season. Where he and the board went wrong was not anticipating the change in landlord operators. They didn’t realize that the changes they wanted to make weren’t obligatory for the landlord. They didn’t foresee a relationship deteriorating to the point where progress stalled.
What Happens Now?
If Sullivan and the board made a bad deal in 2015, they should return to the table and negotiate a fairer one. This is no longer the deal of the century, and perhaps for a time, Sullivan believed he had the better end of the deal—who wouldn’t? Even the most hardcore fans, while they hated leaving Upton Park, understood why it was necessary. Sullivan was thinking about the next 20 years, as Premier League teams continue to grow. West Ham’s expansion would begin before clubs like Brentford, Crystal Palace, Bournemouth, and Brighton.
The move was intended to position West Ham as a “bigger team,” but the board was misled. They were duped into believing that revolutionizing the London Stadium from its Olympic use into a state-of-the-art football stadium was feasible. A 99-year lease with an opt-out after 15 years seemed like a great deal. Instead, the GLA holds all the cards, and we’ll have to wait and see how Sullivan and the board navigate this. As for the GLA, why wouldn't they want to make their primary tenant happy? Making West Ham fans happy means more sellouts. Means more concession sales, means qualifying for European tournaments and it means hosting more games. There should be a compromise.
Did Sullivan not care? He did care. The board cared. They just didn’t make the right deal. They can either get back to the table and fix it or continue to feel the wrath of the West Ham faithful. If you are still wondering how they compare the used car salesmen, my friend explained: "they really never understand the history of the car or why it can be special, they just care about the sale no matter what shape the car is in."
To be continued ...