The costly gamble that didn’t pay off

Oct 18 2007 by Alex Turner, Runcorn and Widnes Weekly News

HOW does a club go from being named the National League Club of the Year to going into administration just seven days later?

The answer lies in the misguided focus of too many of the game’s administrators.

Too much emphasis is placed on the ‘show’ part of showbusiness – the fluffy mascots, dancing girls and fireworks.

It is ironic that Widnes have over-stretched themselves in an effort to be the last team promoted into Super League before licences are brought in.

The licence system encourages – nay, demands – a sound business plan to be at the core of all clubs’ activities.

But the Vikings board, in trying to gain a Super League place to boost their chances of a licence (and there is little doubting it would have helped), have made a horrible misjudgement.

They haven’t been helped by circumstances this year, including a sudden loss of interest by owner Stephen Vaughan and the Widnes public.

But the club appear to have either misunderstood the licensing system or realised that they may fail to meet the criteria and hoped that a strong start to a Super League season would paper over the cracks.

And, as licence bids have to be submitted in less than six months’ time, it would be remarkable if Widnes were able to put forward a convincing case that they had a well-run and stable commercial structure.

Promotion and relegation meant that attention has always been fixed on the bottom line of the Super League table.

The licence system will mean that from now on, the balance sheet is of greater importance.

And that’s the real bottom line.