The Business of Non-League

A series of articles looking at the financial side of Non-League football

Part Four: 
Rise of the Phoenix clubs

Title picture: Hereford FC formed in 2014 after Hereford United liquidated earlier that year (Credit: Hereford Times)

Out with the old and in with the new. A look at how clubs have folded, re-formed and started rising up the Non-League pyramid.

For every financially-blessed minnow, there are established football clubs fighting across different levels of the Non-League pyramid. 

Just take a look at Stockport County. A team which weren't far off the Premier League at one point, have played the last few seasons in the National League North. 

They still have their football club, nonetheless. 

Remember the club that had Championship aspirations, moved into a 25,000 all-seater arena, ended up playing step five of the Non-League and in front of a 500-seater ground? In fact, it gets worse. 

One even went from playing in the Football League to playing their home games at the Dog & Duck in less than a decade. 

Reforming as a phoenix club is an inevitability for most caught up in financial troubles. 

Hereford FC (formerly Hereford United) were a prime example of that, and it’s been a roller coaster ride over the last five years for The Bulls. 

They were wound up in December 2014 after 90 years of existence and were removed from the Southern League. 

Paul Rogers has worked as a journalist for the Hereford Times since 2008 saw the demise of the football club following their relegation from the Football League in 2012. 

He said: "The back end of 2012 was when the finances started to become a real issue. 

“I remember having a couple of winding up orders and in the 2013-14 season and players weren’t really getting paid." 

2014 really was the year of struggles for Hereford United. They were expelled from the Football Conference and David Keyte sold the club to a London businessman Tommy Agombar in June.

Rogers, said: “He was quite a mysterious character. It came up that he had a shady past and had been in prison, so people were concerned about him. 

“The Supporters Trust wanted to take over as well., but they didn’t have the finances available to take on the club and its debts. 

“He never really had any meetings with fans and no-one really knew his ambitions for the club. Agobmbar went for a meeting with the council and people were worried that he was going to get Edgar Street bulldozed and turn them into houses.” 

Agombar did step down two weeks into his reign as a director, but it left the club in dire straits and they folded six months later. 

The Hereford United Supporters Trust (HUST) created a new phoenix club soon after, supported by local businessman John Hale, and they would be competing in the Midland Football League Premier Division (step five) for the 2015-16 season.

 They remained at Edgar Street, and saw instant success as they won the title and got to the FA Vase final at Wembley Stadium. 

Rogers said: “John Hale and the chairman of the HUST said that it was imperative to stay at Edgar Street. If the council wouldn’t give them the lease, they believed that there wouldn’t be a club. 

“A lot of people found that starting afresh was the best thing for the club, and even though they didn’t want it to happen, it was probably the best thing to happen.” 

The Bulls have since won promotion to the Southern Premier Division, just two levels below the National League where Hereford United were expelled from just three years ago. 

Rodgers said: “A lot of fans thinks it’s a continuation of Hereford United, but to other people it’s a brand new club and they’re in that debate. 

“Just look what has happened since the formation, though. It’s got the fans back and it’s got a community feel.” 

Chester City were another falling rapidly. In January 2010 they were removed from the league for breaching financial rules and for cancelling matches. 

They were spiralling into financial meltdown, which even saw the City Fans United (CFU) perform an on-field protest against the club’s ownership during a Conference match. 

CFU had formed a year prior to the club’s extension, and they took control of the new club, Chester FC, who were put into the Northern Premier League Division One North. 

Chester Chronicle reporter, Dave Powell, reiterated the importance of club’s like Chester FC and Hereford FC keeping touch with their traditions and community by remaining in their original homes, as well as the momentum of rising up the leagues. 

He said: “The success on the pitch was massive. The first season went down to the final day, which was thrilling. It really was quite something to achieve three consecutive promotions. 

“It was a case of linking back to the community, because it wasn’t just Stephen Vaughan (previous owner) who was guilty. 

“They had to piece together the squad and get volunteers together, but they had the local authorities’ backing and the community’s backing too which was crucial.” 

However, not all clubs are able to stick to their roots. Darlington 1883 having to ground share with Northern League side Bishop Auckland upon The Quakers’ formation in 2012 having previously played at the Darlington Arena - a 25,000 all-seater arena. 

The transition from travelling to Football League grounds to stadia with 100 seats on an open field was something difficult to digest too. 

Ray Simpson, who covered Darlington FC and now Darlington 1883 for the Northern Echo, said: “Quakers were fortunate to ground share at Bishop Auckland, which is/was one of the best grounds in the Northern League. 

“Some of the older generation supported the club when it was relegated from the Football League to the Conference so they expected a fall in ground standards. other fans were shocked, especially after playing at the cavernous Arena. 

“The facilities at some clubs were very good, others not so. Not quite park football, because all grounds needed a minimum number of seats etc, covered accommodation, but it was a shock to some.” 

Darlington 1883 are on the rise, and are now playing in the National League North, despite being denied entry into the promotion play-offs this season due ground issues. 

Rushden & Diamonds were another side to face the struggles and heartbreak. Following their liquidation in 2011, AFC Rushden & Diamonds were formed and played their first season at step six and have since played at the Dog & Duck ground. 

But the fans didn’t just lose their club, their home during their league days, Nene Park was used by rivals Kettering Town, and then demolished soon after. 

Jon Dunham, who covers AFC Rushden & Diamonds for Northants Telegraph, said: “At the time, the Diamonds fans were focusing on AFC Rushden & Diamonds and really didn’t seem that bothered. 

“But there was a major outcry from fans when the ground was demolished. 

“That was their footballing home for a number of years and to see it wiped off the face of the earth left them sad, more than anything.” 

Step six of Non-League was the lowest any of the previously mentioned clubs were placed in the football pyramid, and Dunham realises how difficult it was for the fans to come to terms with. 

He said: “It was too difficult for many, that’s for sure. Indeed, I think some sometimes do think that they are still the old club. 

“Their attendances ensure there is a bit more money coming in than at most clubs at their current level at step four.” 

The Diamonds are moving to Hayden Road for next season, a 750-seater stadium in the heart of the town. 

“The proposed move to the Hayden Road ground in the heart of Rushden during next season should see a big bump in attendances. 

“Nonetheless, their rise has been good so far and I don’t think it is over just yet.”