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Trust Chair Looks Ahead To The Premier League

Trust chair Keith Morgan

Trust chair Keith Morgan

Trust chair Keith Morgan, a football finance expert, gives his thoughts on Cardiff City’s future in the promised land of the Premier League.


What a great way to gain promotion back to the Premier League. A packed stadium in full voice on a sunny Sunday afternoon , nerves being settled by score updates coming through from Birmingham (thank you Brum) and the team , as always ,giving its all for the fans.

Now for the challenge, and it will be a difficult one, of the Premier League and going head to head again with some of the biggest (and richest) teams in Europe. The team will need strengthening to be able to compete, perhaps involving some popular players leaving the club to free up resources to help strengthen the squad in other areas.

However, I have great faith in the management team on and off the field to do all they can to keep us up for at least a season and this should be helped greatly by the fact that the whole club – owner, management and fans – is now pulling in the same direction and is far more united than it was at the time of our previous promotion.

The Premier League brings with it great riches. Even finishing bottom of the league will guarantee broadcasting income of at least £97m on top of ticket sales, sponsorship , advertising and other commercial income. However, no-one will want a repeat of the previous experience of the club`s spending running out of control so that we still made a loss in our previous season at the top level. This time round, we should (and I have confidence we will) have greater management control and experience off the field to prevent that happening again.
We won`t be able to compete with bigger clubs in the league in terms of player recruitment costs but Neil Warnock has shown us his talent of recruiting players that suit our team and getting the most out of them. With the promised financial support of the owner and others, albeit carefully considered and controlled, we will have a fighting chance of doing far better than we did last time and avoid relegation.

The club will now be far more attractive to potential new investors to supplement the money already invested by Vincent Tan, Mehmet Dalman and others and this can only help the club in establishing itself as a Premier League regular.

It will be up to us fans to support the team and the club through thick and thin next season with loud and proud support even if things aren`t always going well on the pitch to help the team ground out results against higher quality opposition. The ground should be full for nearly all our home games and our supporters will, I am sure, continue their great support at away games.

On another note , don`t forget that the Trust has an AGM on 14 June at the Three Arches pub , Llanishen , Cardiff starting at 7 , followed by a chat of all things CCFC with the always excellent Rob Phillips and Jason Perry. All are welcome (non -members can sign up beforehand or on the night to gain attendance.)

Onwards and upwards fellow Bluebirds



A Trust Message Of Support To Cardiff City

Cardiff City Supporters’ Trust Chair, Keith Morgan, issued the following statement ahead of Sunday’s sell-out clash against Reading at the Cardiff City Stadium.

Keith said: “With Sunday`s crucial game against Reading fast approaching, I am sure that a lot of our fans are looking forward to it with a mixture of anticipation , hope and nervousness. It is a huge game for the club in front of a capacity crowd.

“What will be essential is that all of us give the maximum support to the team on the day, even if things are not going quite to plan in spells. Loud and proud support throughout the 90 minutes (and in the immediate build up to kick off in the stadium) will help lift the team and spur them on to what hopefully will be a great result that we can all celebrate after the final whistle.

“Whatever happens on Sunday, the whole club – players, management and the club board – have done us proud this season and probably exceeded the expectations of the majority of us. One last push from them and us, as fans, to get us over the finishing line.”

Trust AGM And Fans’ Forum With Rob and Jason

Trust agm1 2015The Trust Annual General Meeting will take place at the Three Arches pub in Heathwood Road, Cardiff, on Thursday, June 14, starting at 7 pm.

Once the business of the AGM has been concluded, BBC Wales Soccer Commentator Rob Phillips (right) and Bluebirds legend, Jason Perry, will once again host our annual fans’ forum.

This will provide a great opportunity for members to talk about all-things Cardiff City and get Rob and Jason’s verdict on the momentous 2017-18 season and the prospects for the club going forward to next season, hopefully in the Premier League.

We look forward to seeing members at the AGM and the fans’ forum following. It should be a great night of football chat.

A Reminder to Trust Members

All CCST Members should by now have received a letter regarding the forthcoming Election to the board of the Trust.

The letter not only asked for nominations to stand for Election to the board, which we encourage members to do but also enclosed a Data Protection consent form and a stamped addressed envelope.

Even if you don’t wish to stand for Election it is imperative that you at least sign and return the consent form as, under the forthcoming new Data Protection regulations, it will not be possible for the Trust to comply with them without your explicit consent.

If you have not received the letter in respect of the forthcoming election, please E mail us at and we will arrange for one to be sent out.

Compare and contrast financial results from City’s rivals

Trust chair and accountant Keith Morgan takes a close look at the financial results at some of Cardiff City’s Championship rivals for 2017.

                                                      Cardiff C                   Bristol C                  B’ham                         Villa

                                                     31-May                     31-May                     30-Jun                           31-May

                                                       £m                           £m                            £m                                £m

Turnover                                        28.8                         21.2                          17.2                               73.8

Wage Costs                                    29        100.7%         20.9      98.6%          22.2  129%                     61.5    83.3%

Player amortization/impairment        5.7                            5.1                           3                                   23.7

Other Operating Costs                    12.5                           13.7                         8.4                                 29.7

Operating Loss                             18.4                           18.5                         16.4                               41.1           

Finance Costs                                8.3                             1.4                          1.6            Net credit       0


Loss before player sales            26.7                            19.9                           14.8                              41.1

Player sales profits                       5.6                              13.6                           0.2                               26.6

Net loss for year                          21.1                             6.3                          14.6                              14.5

Turnover Analysis                             

Gate receipts/match day income    3.5                               5                             4.4                               10.7

Broadcasting                                20.6                             7.7                           6.8                               48.1

Sponsorship/Commercial               4.7                               8.5                          6                                  15

Total                                           28.8                             21.2                         17.2                             73.8