I've been thinking a lot recently about football club owners and what fans expect of them. We all have hopes, dreams, aspirations and expectations of what owners can or should do for our club in terms of long term stability and sustained success.  We seem to have this ideal, a view, that a club is run sympathetically to the cares, wants and needs of the fans. That there is an honesty, a transparency, a whiter-than-white way of running a football club. That silverware is attained on a regular basis with a clean conscience still in place at the end of each season. This conscience is owned collectively by the fans. 

We want the approach that Everton's owners used in the Sixties to make us successful.  We want the approach Liverpool's owners used in the Seventies and Eighties to win them trophies. We want the approach that Everton's owners used in the Eighties to bring us glory. We want the approach that Manchester United's owners used in the Ninties and Noughties that made them so dominant. 

Yes, I know they were different times, perhaps simpler. There were none of the issues we now have with money and greed. The footballing world was a lot more straightforward perhaps, simpler in a lot of ways.  But there were never any great scandals. You don't read books now or articles about corruption and misdeeds by owners. 

The owners appeared to love, and genuinely care for the clubs they owned. They pumped their own money into the clubs, engaged with the fans, sat in the main stand watching what we watched. Managers were one of us. They were selected by the owners because, more often than not, they had played for the club. That's how in-tune the owners seemed to be.

Fast forward to now, and the footballing landscape has changed. How football is run, through ownership, financing, and regulation, has changed. Dramatically. Whether we like it or not, we as fans now live in a football world where investment funds, multi-club ownership, profit and loss accounts, multiple revenue streams, T.V. companies and their foreign broadcasting markets, and heavy-handed regulators all dictate how our club is run. There is now more of a disconnect than ever between club,  owner and fan. The conscience owned collectively by the fans appears to be more and more of a hinderance, more and more of an irrelevence as time goes on. 

Yes, you can argue that new owners, with new approaches, and better regulation by independent bodies, including fan safety, have given you a much better match day experience. You no longer have to run the gauntlet of football hooliganism, or floods of urine pooling around your feet when at the ground. And, hey, stadium facilities are better than ever. But, then getting to the ground in the first place is now almost prohibitive price-wise. Bringing your kids to the game, introducing the new generation to the game you love, what was once almost a right of passage, is now the price of a small mortgage. The fans perhaps don't mean as much then. 

Yet, our hopes, dreams and aspirations for the club have remained constant, even as everything around us has changed. And I think to a large extent, this is why we were so excited, and then disappointed by the Friedkins. After decades or poor owners running the club into the ground, we finally appeared to have owners who could perhaps bridge the gap between success and failure. Owners who could bring success, rather than constant disappointment back to the club and it's long suffering fanbase.  Owners who could realise our hopes, dreams and aspirations with a touch of old school class in a modern and often ugly footballing world.

But it wasn't to be. And this brings me to the question in the article's title. Manchester City fans had endured an even more torrid time than Everton fans prior to their current owners taking over. Until the club's misdeeds came to light, they had endured sustained success on a par with United, Liverpool and ourselves. They had even managed to do so with a glimmer of honesty and integrity, relevant to today's footballing climate. Yes, it was in today's grubby modern footballing world, and yes, the accusations of sports washing circulated on a regular basis. But it appeared that outside of the Boardroom, their owners weren't doing anything seriously untowards in terms of running a modern day football club. 

Every City fan's hope, dream and aspiration were met and then exceeded beyond their wildest expectations. They have years of positive memories. moments and and sheer undiluted enjoyment that can never get taken away from them. If you asked City fans, how much would they be upset by the rule breaking, and the consequences thereof,  given what the last fifteen or so years have given them, I think that for many, their answer would be, "I can live with it". 

You know what, success in football is cyclical. Dynasties rise, fall and then rise again. City fans' hopes, dreams and aspirations for their club, won't just disappear. Like most football fans, they will just press the restart button come what may for the start of next season. That new season tingle of excitement will always be there for most of them.

I will now ask the same question, this time of Evertonians: If our new owners deliver us what City fans got, for ten or fifteen years, but with dishonour and rule breaking, rather than through high ideals, would you really be upset? Would the public backlash and outcry get to you? Would you walk away for good? 

Or, like City fans would your attitude be I can live with it? would you take the satisfied hopes, dreams and expectations with you to the club's next chapter? Would you take the moments, memories and enjoyment on with you to the next stage of the journey? Could you shrug your shoulders, press the restart button and shout onwards and upwards? 

For me the answer is a resounding yes. We fans are a fickle bunch. After years of misery, I would take the good times every time.



Reader Responses

Selected thoughts from readers
Certain off-topic comments may be removed to keep the discussion on track

1  Lyndon Lloyd
13/10/2026    19:38:22

It might seem easy to say when history is pretty much all you've got at the moment but Everton's achievements, honourably achieved, are an immense source of pride for me.

I couldn't abide having come by our success by any means other than fair and above board. Manchester City's success of the past 15 years, along with their reputation, has been indelibly stained by this scandal.

Yes, the fans have those great memories but, if I were one of them, those memories would be forever tarnished and feel very empty now they've been proven to have been based on years of cheating and cover-ups.

2  Jack Convery
13/10/2026    19:59:55

Simply put NO ! Tarnished success is not success, end of. The BBC reckon we lost £66m in income due to Cities "success".

3  Antony Abrahams
13/10/2026    20:45:23

Something has just come on the news that 94% of top football clubs are losing millions, and even if the players played for free, a lot of clubs would still be running at a loss.

I only had one ear on this news, but it does show us that if things don’t change then the game just isn’t going to be sustainable in the long term.

I don’t think about it often, but now I’m writing this post, I honestly think that the beautiful game, just like life itself, has never been so been so false.

Top players in England, probably earn more in a month, than the yearly budget, for at least a third of professional football club’s, in the football league for a start.

Controlled by television, controlled by the media, so many people getting their palms greased, usually to give an opinion that suits the biggest teams.

My own personal view is that Manchester City, have got to be dealt with properly, (what’s properly? Definite relegation, maybe to league one) otherwise the league is finished with regards integrity.

But the laws are false, they stop owners with money spending to preserve the status-quo, but with so many clubs allegedly losing obscene amounts of money, what exactly is the answer?

An owner with all the money in the world can’t spend it, whilst owners who are more interested in serving the clubs debt, than bringing real success to the club’s that they’re leveraging, have got no such worries to contend with.

The greed of the beast kills everything, is how I currently view a game that I’ve loved all my life.

An afterthought to what you wrote Lyndon@1, is that I’d love to see the fantastically loyal younger generation of Evertonians, dancing with joy after finally seeing a club, they have dedicated a lot of their lives to winning silverware and I think that’s why a lot of City fans, who lived through a lot of pain watching United dominating, and taking the piss out of them, don’t seem to care one iota, with the implications that they’re cheats?

I agree with what Kieran, has expressed,(in a really good article) that most young people would take the tarnished glory.

4  Philip Sheehan
13/10/2026    20:55:47

difficult one kieran v.difficult - like you 30 odd years of winning nout hurts. hypothetically maybe I could be ok with it but very difficult to imagine everton football club being able to cheat efficiently.
by the way I think financial doping in the epl is still going on - some very suspicious transfer fees transpired over the last window. both too high and too low fees.
if its the sly sky six thats ok !

5  John Downey
13/10/2026    21:46:16

This is my first time on the Evertonia site since giving up on Toffeeweb, so please be kind if it’s it of a ramble. Firstly, what an excellent thought provoking article by Kieran. I am 69 years old and started watching Everton in 1968, my first game beating Leicester 7:1. I must admit the skills of the late sixties side probably past me by, despite attending most of the home games. But it was in 1970’s especially at the away matches, when I became a proper Evertonian. With the players we had like Martin Dobson, Bob Latchford etc, we should have won the league at least twice in that decade, and if we had a competent manager, and brought Peter Shilton as a goalkeeper we might well have done, however not actually winning the league never blunted my enjoyment of watching Everton. I was also fortunate in experiencing the mid 1980’s team, and regularly going to Wembley, whereas my grown up children only have the loss to Chelsea, and a penalty shootout against Utd to remember. To try and get back track, we as a family were recently discussing the City situation, and all three of my grown up children were in agreement that they would never want to buy their trophies the way City had. And I can honestly say the tears of joy from my daughter when we beat Palace to stay up were the equal to mine when beating Watford after such a long gap. So to finish, I don’t think that the younger generation would accept cheating just to win a trophy, and definitely not our travelling away fans who are the heartbeat of the club.

6  Robert Tressell
13/10/2026    21:50:33

Do football fans quickly forget the dishonour associated with their clubs?

- Liverpool: Hysel
- Juventus: Tax fraud
- Juventus, AC Milan, Fiorentina, Lazio (match fixing in mid-noughties)
- Marseille: bribery
- Everton: stadium likely to have been funded by problematic Uzbek Oligarch (read his bio)
- Forest: recent relative success funded by problematic Greek Billionaire (read his bio)
- West Ham: Tevez and Mascherano deals, porn empire owners
- Chelsea: unsurprisingly timed expose of the Abramovich era (with Cypriot branch of Deloitte implicated)

This list could go on forever.

The answer is "yes" everyone forgets very quickly. And if it happens to strike your club, the overwhelming response is outrage at the punishment - not the shame of dishonour.

That is why shady characters invest in football clubs - you instantly gain a devout and loyal following from millions of people worldwide who don't mind how awful you are as long as you go big in the transfer market.

7  Kieran Fitzgerald
13/10/2026    22:46:18

Robert, I was amazed at how there wa such an expectation that we should have spent huge sums in the summer on players. Financial spending rules, pressing demands on resources from other parts of the club, outstanding debt repayments meant nothing. It was an attitude of spend, spend, spend, and hang the consequences.

The breach of PSR rules, the points deductions, were long forgotten. Points deductions in a season battling relegation to boot.

If I could go back to this afternoon, I think I would have added the paragraph below as the final point in the article. Perhaps an explanation as to how I could be so accepting.

I often think that being a football fan means living largely in a child like state. Instant gratification, emotional highs and lows, living from week to week and result to result. I honestly don't think that in reality we live as deep and meaningful creatures. We may preach about ideals, about wanting our club's owners to do things in a proper way. But dangle the prospects of trophies, and a simple happy existence in front of us, and we'll grab it with both hands. We are, as I said, a very fickle bunch. And when it suits our child like state, we are very quick to forgive and forget.

8  Peter Hoban
13/10/2026    23:18:56

Kieran, sorry but a resounding no from me.

If you don’t win by fair means you don’t win at all.

Despite what the city fans are saying now their club is forever tainted and they deserve to suffer as a result.

I think part of the problem is a lot of us are thinking as supporters of a premier league team but football is obviously much bigger than that.

My occasional forays to see Marine are enjoyable in that I want them to win and can enjoy a more of a ‘blood and thunder’ game but my biggest investment is in Everton.

I would hate to win something and then to be found out as cheats. It would stick with us forever not just in relation to the wider football community but more especially to the RS.

That I wouldn’t be able to bear so let’s carry on in our attempt to improve in the proper way, in common with almost all of the rest of football.


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