Hand Rafa greater scope and reach out to lost sheep
NEWCASTLE UNITED EDITOR MARK DOUGLAS PUTS TOGETHER A MANIFESTO FOR MAKING THE MAGS BETTER
INSPIRED by the Magpie Group publishing their list of attributes that a new owner should have, here’s a black and white manifesto for life post-Mike Ashley. Thanks to a summer of discontent on Tyneside, the narrative has emerged that the club is a basket case. That’s wrong – there are elements of dysfunction but there’s plenty to be proud of at St James’ Park too, with some really excellent people working tirelessly to improve Newcastle’s lot. Their work through the Foundation and with the Foodbank is a model for what United should be and how pivotal they should be to bettering the community they are central to. But there is plenty that Newcastle could do better. GIVE RAFA BENITEZ THE KEYS TO THE CASTLE
First things first: this manifesto borrows a sprinkling of the ideas that we understand Amanda Staveley had struck upon after conducting pretty extensive due diligence on her proposed purchase of Newcastle. Staveley was written off as a time-waster by Mike Ashley – and there were things that didn’t add up about the very long and fruitless saga – but as part of the process her representatives spoke to fan groups, businesses, the local authorities and even the Newcastle Falcons about how the club could work better with its partners.
And I am in agreement that Benitez is central to the club moving forward.
That is not to say he’s faultless, of course. His tactical plans in the Premier League are the product of necessity when he hasn’t been backed to get the players he feels he needs, but it would be interesting to see how it would all play out if he did get what he wanted.
But he is the perfect manager for Newcastle at this stage in his career – and at United’s stage of development.
While the perception of some pundits is that the Newcastle manager is in it for himself, the truth is somewhat different. It’s known Benitez has already presented extensive plans to the hierarchy to restructure the Academy and he has a vision for how Newcastle would be able to grow as a business and a football club. So give him his head and tap into a ceaseless knowledge of football and constant thirst for improvement.
Benitez is a good football manager but he’s a better networker. Given some responsibility for other departments, he could improve them too. A longterm contract would have to be a first day priority. BRING MORE FOOTBALL EXPERTISE INTO THE BUILDING
The Ashley era has dabbled with this idea – but got it catastrophically wrong.
There is nothing wrong with a director of football operations or even a director of football. But making that man as hopelessly out of touch as Joe Kinnear was a recipe for disaster.
Similarly, once upon a time, Newcastle had a board. And the board was set up to have football expertise on it. Only
But Benitez is the perfect manager for Newcastle at this stage in his career – and at United’s stage of development
Steve McClaren had limited say and Graham Carr’s role was hands-off.
A sporting director or director of football needn’t step on the toes of Benitez – someone to work on negotiating deals and opening doors would be perfect.
And what, too, of a loan manager – or someone to manage the careers of young players who do not make the transition from under-23s to senior side?
At the moment there is too much work on the plate of one man. Adding some extra expertise at this level makes eminent sense.
WELCOME KEVIN KEEGAN AND ALAN SHEARER BACK INTO THE FOLD
When Newcastle celebrated their 125th anniversary by inviting some of the club’s legendary players onto the pitch, there were two jarring absentees. For the two most important figures in modern history to miss out told you everything you needed to know about Ashley’s unerring ability to alienate strong, charismatic characters who command serious clout in the world of football.
This would be the easiest of easy wins: get Keegan back on board in some capacity and re-engage with Shearer, who has a platform to talk up the club.
From a practical point of view, both have unfinished business at Newcastle. From an emotional and symbolic point of view, it would be some moment to see either walk out again at St James’ Park. DISRUPTION DEPARTMENT
OK, bear with me. It’s not quite what it sounds. But football is beginning to embrace ways of thinking and doing things differently – and United could be at the forefront of those innovations.
From Brentford adopting analytics to get the edge to Liverpool’s throw-in coach, professional football is in the midst of a revolution in thinking and innovation. Statistics and analytics are becoming key to what is going on at Newcastle.
So a ‘disruption department’ – a fancy way of saying that Newcastle should look to put some money into innovation – would enable United not to get left behind like they did when the Premier League’s new TV deal came into force and they fell behind the likes of forward-thinking Bournemouth and Leicester.
Benitez is a progressive manager – look at the way he has changed the medical department, allowing them to embrace new technologies and innovation – and it would be no surprise to see him adopting new techniques.
LOOK AT WHAT TO DO NEXT WITH ST JAMES’ PARK It’s well known that Staveley looked at ways to expand or develop the stadium. And while some of the things circulating on social media about how shabby the stadium is looking might be unfair, there is a need to look at Newcastle’s stadium and ways to improve it. The use of Newcastle’s ground for concerts and international rugby is a great development that should be further pushed. Oh, and on day one any new owner should tear down the Sports Direct signs too for an easy, symbolic win. CONTINUE THE GOOD WORK OF THE FOUNDATION AND THE FOODBANK
It was, perhaps, a shade unfair of Chi Onwurah to mention the Foundation when Newcastle’s is already very good and full of tireless hard workers. The club backs it – just as they do the Foodbank, where Lee Charnley volunteered without publicity last year.
Being central to the community is a must for a club like Newcastle. SCOUTING REVAMP
Newcastle’s scouting shed – it is literally a shed – sits in the car park at the training ground and was put there to bring the recruitment team’s work closer to those who deal with the first team. The reason? Benitez felt Carr had been too isolated from the club, working – as he did – from Northampton and on scouting missions abroad.
It was installed on Benitez’s watch but at a time when United’s rivals have worldwide networks they could do better. Much better. United are going to live or die by their scouting and more money needs to go into this aspect of the club’s operations. TOTAL ACADEMY RE-THINK A review of Academy operations is long overdue. Just ask Benitez, who came up with a report that recommended big changes at the Academy – but was left without the changes that he wanted.
United’s Academy is not bringing through enough players at the moment and that has to be addressed as a matter of urgency. RE-ENGAGE WITH SUPPORTERS It feels like the easiest of things: channelling the extraordinary passion of the people to push Newcastle forward. But Newcastle don’t always do it. There is a lack of trust and rising suspicion that is corrosive to the club. It is a huge shame as they have, in Benitez, the most popular manager since Sir Bobby Robson and as he will tell you, the importance of having fans onside is clear. Speak to the press, to fan groups, to podcasts and talk-ins: get the fans back onside early by being open and transparent.
OPEN THE LINES OF COMMUNICATION
And that brings us on to the next point. Senior men at the club talk rarely and justify decisions even less. It breeds suspicion and has created the current antipathy. There simply needs to be better communication.
CLEAR POWER LINES
There is an opaque situation at Newcastle where individuals hold influence but aren’t accountable. Think Justin Barnes, for example – or how Ashley sometimes gets involved and sometimes leaves club officials to dictate policy. Getting rid of the likes of Barnes or Keith Bishop – consultants who don’t work for Newcastle – would be the beginning. Having everyone at the club be accountable to the public would be a fine start, as would knowing who it is who makes the decisions and holds the power, rather than the confused situation we have now.