TANNADICE RISE IS JUST BEGINNING
THE natives were restless when prospective owner Mark Ogren tested the temperature at Tannadice on match day. The patrons of the pub visited by the American and son Scott for a pint had nothing nice to say, either, about the state of Dundee United.
Yet it was this incognito mission, amid much misery for a club caught in a cycle of despair, which convinced Ogren to seal the deal.
The man who brought him to the negotiating table — and the Snug Bar — is happily reflecting on the key pit stops of a journey which led to United becoming 2019-20 Ladbrokes Championship winners.
Tony Asghar identified Ogren as the proper fit for progressing the club when asked by United to help find investors, and also invited by the Minnesota businessman to unearth a European team for him to take over.
In less than 18 months, one significant target has been achieved thanks to Ogren’s funding from afar, Asghar’s steering as sporting director and Robbie Neilson at the controls of a first-team squad that was running away atop the second tier before coronavirus stopped play.
United will compete in the Premiership again, a scenario that felt like a distant prospect in the fall of 2018.
Asghar explained: ‘When he first came over for a game, the fans did not have a great relationship
with the club. Csaba
Laszlo was manager but I think, even in that negative passion, we were still able to show some of the best stuff.
‘I think he liked that honesty. Scottish fans will tell you quite clearly when they’re not happy with things. He went to the local pubs, the Snug Bar, a big Dundee United pub before the game. He listened to them, their moans.
‘He knew it wasn’t going to be an easy challenge and that it was going to take not just financial investment, but investment in people who could deliver.
‘He saw there was something there to build on, though, and recognised that if you were to get it right, then look at the potential.
‘We showed them videos of 1983, 1994, getting to national finals. Dundee United people just needed someone with investment and vision and, if you get a buy-in, then anything can happen.
‘After he came to a game with Scott, they said: “This is for us. We want to be a part of that and think we can build on it”.
‘It was really quite simplistic. Investment was always going to go down the line of creating a viable and successful academy.
‘To get the fans back in and onside, create a hospitality experience like US sports franchises.
‘The short-term aim was to make the Premiership. We didn’t deliver in the first five months but promised him we’d do everything in our power to get there. We’ve done that and we’re only a small part into it.’
Asghar nominates the recruitment of 28-goal Lawrence Shankland, the emergence of Louis Appere, winning two Dundee derbies and securing Neilson and his staff on new contracts as the highlights of the campaign.
Shankland struck four goals on opening day against closest contenders Inverness Caley Thistle and never looked back, picking up a Scotland cap and a goal against San Marino along the way.
But there was one bump in the road, right at the time when Asghar handed out those extended deals until 2022 to the management.
Two days after the October announcement, United lost 4-0 at Queen of the South, a third defeat in five Championship games. However, Asghar stressed that action had to be taken to safeguard the future of Neilson. The tactic of playing the long game in a climate of short-termism in football has proved shrewd for United.
‘The timing of that, in hindsight, probably wasn’t right,’ said Asghar. ‘But when is a good time? At that stage, there were changes in management going about and Robbie is, for me, one of the most sought-after coaches in Scotland. ‘He’s now won two Championships. Having him committed was a safety net for the club, for stability. We can’t look on these things over the course of two results.
‘Part of the reason a sporting director is in place is for sustainability and to ensure there are no knee-jerk reactions. We believe
100 per cent in the coaching staff and the players we signed, so we need to stick with them.
‘If you look at Robbie’s record, it’s up there with the best in Scotland for win ratio.
‘He did a great job with Hearts, has emulated it with us and now we’ve got long-term contracts to go into the Premiership with.’
All United’s players were placed on the government’s furlough scheme in order to retain jobs through the coronavirus shutdown.
The longer-term impact of the break for football and economic pain being felt in the wider world means that further measures will come into play before United kick off in the Premiership. Asghar added: ‘Of course, it’s going to cause a change in how we will go about our business, because it’s very difficult for any football club to look forward.
‘What we do know is that a lot of investment came into the club where Mark was able to get the club to purchase back the stadium, the Gussie Park academy complex, so everything is owned by the club now.
‘There was a lot of change in the first year and the accounts looked very top heavy with the amount of money paid out. Now we are at a time to be more prudent.
‘We will add to that, there’s no doubt. But we won’t be going crazy because that’s not the way Mark wanted to run the club.
‘Supporters coming in can help that, season tickets will go on sale this week.
‘Hopefully they can buy into what we’re trying to do in the next phase. We want to go and make a dent in the Premiership.’
The shape of that Premiership is unclear as Ann Budge and Hamilton vice-chairman Les Gray start their league reconstruction homework.
Irrespective of the top-flight
He liked the honesty. Scots fans tell you clearly if they are not happy
numbers, Asghar believes United will be targeting a place among the top six.
‘We played Hibs in the Scottish Cup and felt we did well before losing the replay,’ he said. ‘We do have to add to the squad, so we’re looking at that because it’s a tough league.
‘Teams like Motherwell, Livingston and Kilmarnock have improved no end and are vying for top-six places. We want to be up there beside Aberdeen and Hibs.
‘We feel we’ve got a very good core of a squad ready to go up. A few wee tweaks and give the younger players a chance — if Robbie’s coaching staff believe in them, then I think they’ll do okay.
‘As a businessman, Mark is, of course, concerned about things in general going forward but part of his talk the last couple of nights on Zoom was that we’ve started something special and we are looking to try to add to that.
‘That gives us all inspiration that we’re on the right track. There’s no doubt he’s here long-term and wants us to be as successful as we can.’