HOW LEEDS CAN BE GREAT AGAIN
(with the help of the San Francisco 49ers)
THE first question is an obvious one: why would an NFL powerhouse like the San Francisco 49ers invest a reported £10million for little more than 10 per cent of Leeds United?
For Paraag Marathe, the franchise’s president of enterprises who now finds himself with a seat in an Elland Road boardroom more than 5,000 miles away, the answer is equally obvious.
‘The potential is huge,’ he says from his office overlooking the 49ers’ practice facility next to Levi’s Stadium. ‘It’s an opportunity for a great resurrection. This was once one of the best teams in Europe. Even a casual fan will have heard of them — half of our players have heard of them. They have global brand recognition.’
Marathe, the Silicon Valley son of Indian immigrants who would come home from school to run his parents’ pizza business in the evenings at the age of 12, will head to Yorkshire this week for his first board meeting.
He is coy on the financials behind the shock May deal, the expanding 49ers’ latest project, describing it as a ‘ significant minority investment which will go into the team’.
This is not about flogging a few American football jerseys to the folk of West Yorkshire. The hope is that the additional funds will assist new manager Marcelo Bielsa and owner Andrea Radrizzani as they seek to return Leeds to the Premier League — and the riches that it brings — for the first time since 2004.
If that happens, then the 49ers’ stake will rise in value and everyone wins. ‘That’s the aim,’ Marathe says, matter-of-factly, in his first interview on the investment. ‘Andrea is passionate about getting the club promoted. In terms of Leeds being able to grow, the first step is getting promoted.’
Does he believe that those first steps, which would feel like a giant leap for the long-suffering fans, could arrive this season?
‘It’s certainly the goal,’ Marathe responds. ‘Although I should say the goal is not as simple as promotion. The goal is building something which will last. Going big on rebuilding the culture of the football side of the organisation — that’s what the appointment of Bielsa is. It’s all about rebooting that football culture.’
It seems Leeds have found a powerful, if unlikely, ally. Marathe is clearly a sharp operator. He has business degrees from Berkeley and Stanford, has been at the 49ers for 18 seasons and was hailed for his role in the franchise’s appearance in the 2013 Super Bowl. Tough times followed. The departure of a popular head coach sparked two appointments which, in hindsight, were poor choices. However, the belief is the 49ers emerged stronger and wiser for the experience.
Father-of-two Marathe, who is also in charge of negotiating player contracts for his employers as executive vice-president of football operations, is keen to point out such experience can help Leeds and he believes the two outfits are comparable. He has looked at how contracts are structured and admits to surprise at the control held by agents and the lack of regulations to keep their behaviour in check. He will be at the club every other month. He speaks to Radrizzani at least once a week and wants to deliver success for a fanbase he says has amazed him. ‘I’ve been to every NFL city, and a lot of different places where they love their sports team,’ Marathe says.
‘I can tell you definitively that Leeds is right up there. There’s a difference, there is something special in the air of that city about how passionate they are about their team.
‘The team have struggled. They have had ups and downs and yet the supporters are so passionate. You don’t see that in a lot of places. It’s a rare thing. It’s in the people’s blood.’
Marathe was instrumental in the 2014 delivery of Levi’s Stadium which, with its solar bridges and Wifi for fans that actually works, is recognised as the most advanced venue in the sporting world.
Can we expect to see similar upgrades at dated Elland Road? Yes, although Marathe is at pains to point out any development would see the famous old ground retain its character.
‘It’s such an historic place,’ he says. ‘I watched the movie The
Damned United and loved it. There’s something special about it. When we came to our first game, Leeds were mid-table and yet 36,000 people were inside. It was neat to see how much they pour their passion into the club.
‘ Elland Road has a unique opportunity for more. There’s a lot of space around the ground. That’s absolutely where we can apply our expertise and help.’
Marathe met Radrizzani when the Italian was visiting the Bay Area long before his 2017 acquisition of Leeds. He was impressed. ‘He is the reason we got involved,’ he says. ‘The electricity by which he conducts his business is something we really admire.’
The conversation turns to whether he has experienced any of the Yorkshire stereotypes: blunt cynicism, or searing questions over what on earth some Yank can bring to the mighty whites.
‘I haven’t experienced that,’ Marathe says. ‘ But even that is just passion. I love that. I would want everyone to question it (the agreement) because they want the best for their club. I like that.’
Should those doubters exist, Marathe has a message for them. ‘We’re not trying to take over,’ he says. ‘We are supporting Andrea. But this is not cosmetic. We are going to dive in and help where we can.
‘On the football ops, on business ops, whether it’s lending expertise on sales, marketing, PR — wherever we can help. This is not something we throw a cheque at and see if the tree grows. We’re going to get our hands dirty.’
Getting his hands dirty is something he is used to, from his days at Mountain Mike’s pizza place. As a youngster, Marathe would struggle to see over the counter but would be responsible for, on Friday nights, getting out 250 pizzas to a hungry crowd.
‘It’s a disservice to two institutions I went to,’ he says, ‘but the best education of my life was managing that pizza restaurant — the school of hard knocks.’
Dealing with a demanding public and trying to produce a great product in a heated, hectic environment — it sounds like ideal preparation for what lies ahead.
‘It’s a chance for a great resurrection. Leeds were one of the best sides in Europe. Even a casual fan will have heard of them – half the 49ers squad have’