Saturday, 19th October, 2024 – 10:30
Hosted at the John Smith’s Stadium (Kirklees Stadium)
Note: These minutes were taken by the Huddersfield Town Supporters’ Association (HTSA), not Huddersfield Town Association Football Club.
Present
Club representatives: Andy Booth (Supporter Services); Robyn Kennerdale (Head of Supporter Experience); Domenic Notarfrancesco (Director of Global Brand); Rachel Taylor (Supporter Services Manager); David Threlfall-Sykes (COO)
Supporters’ Groups: HTSA; Huddersfield Town Disabled Supporters’ Club; Cowshed Loyal
+ Multiple panel members
Agenda
1. Matters Arising from the Previous Minutes
2. Stadium Update
3. Third-Party Consultation
4. Club’s Strategy and Resources
5. Board of Directors
6. H Town
7. Online Booking Fees
8. Any Other Business (AOB)
1. Matters Arising from the Previous Minutes
The meeting commenced with a review of outstanding items from the previous ATT panel, held on 16th July 2024.
A representative from HTSA enquired whether the club had submitted, or intended to submit, a motion to the EFL regarding a flat price cap for away tickets, as previously proposed.
David Threlfall-Sykes responded that the club had not submitted such a motion. However, the topic has been included on the agenda for the upcoming meeting of EFL clubs. He further stated that the club would argue in favour of a price cap and would submit a formal motion for its implementation should no consensus be reached.
The same representative then sought clarification on whether Kevin M. Nagle’s investment into the club is made in the form of directors’ loans, and if so, whether these loans are interest-bearing.
Mr Threlfall-Sykes confirmed that Mr Nagle’s investment takes the form of non-interest-bearing directors’ loans, which have the potential to be converted into equity at a later date.
A panel member subsequently asked if the club had followed up with the Huddersfield Town AFC app provider regarding the accessibility issues raised at the previous panel meeting.
Mr Threlfall-Sykes confirmed that the club had raised these concerns with the app provider. As a result, the typography has been changed to a more legible font, and other technical and user interface improvements have been implemented. Several panel members expressed their approval of these adjustments.
2. Stadium Update
A HTSA delegate asked what progress, if any, the club has made on securing operational control of the stadium, and what key steps remain in this process.
On the back of recent media reports on the situation, Mr Threlfall-Sykes clarified that – although talks remain positive — no transfer of shares has taken place, nor have contracts on a change of ownership been signed. He explained that negotiations between the three shareholders — HuddersfieldTown, Huddersfield Giants, and Kirklees Council — are still ongoing.
The delegate also referenced ten stadium-related questions that HTSA had shared with the club and wider panel. Mr Threlfall-Sykes observed that it would be difficult for the club to respond to these questions while negotiations remain in progress.
3. Third-Party Consultation
HTSA enquired whether the club engages third-party agencies for guidance on overall strategy and football operations, and if so, how these relationships contribute to the club’s objectives.
Mr Threlfall-Sykes confirmed that the only third-party agency the club works with on a recurring basis is Leeds-based marketing agency Fantastic Media, which oversaw the club’s recent rebrand.
A panel member then asked if the club directly employs the services of management consultancy Beswick Sports. Mr Threlfall-Sykes clarified that the club does not, and has never, had an agreement with Beswick Sports, nor does it show preference towards them in player or coach recruitment. He noted that there are only a limited number of players’agencies, likening the situation to the dominance of the big four accounting firms.
A panel member added that they had examined Huddersfield Town’s transfer dealings over the past 18 months and had found nothing to suggest that the club shows a preference for Beswick Sports clients.
4. Club’s Strategy and Resources
A HTSA representative asked what specific resources and strategies have been put in place to achieve promotion back to the Championship this season, and how success will be measured throughout the campaign.
Mr Threlfall-Sykes responded that the club’s short-term strategy is to build a squad, within its financial means, that is capable of winning promotion this season.
A member of the Cowshed Loyal questioned whether the club had invested sufficient funds to meet this target.
Mr Threlfall-Sykes expressed confidence that the club had done so. He explained that the club has introduced several new initiatives aimed at achieving this season’s objective, including significant, data-driven investment in new players, an overhaul of technical staff (with the addition of a new Head of Performance and a full-time nutritionist), and an expansion of both the recruitment team and senior leadership team.
Mr Threlfall-Sykes added that the Sporting Director and the analytics team had developed a statistical benchmark programme based on the performance of teams that haverecently secured promotion from League One, thereby enabling the club to measure its progress against appropriate standards.
In addition, he noted that, like all League One and League Two clubs, Huddersfield Town must adhere to the EFL’s Salary Cost Management Protocol (SCMP). The SCMP limits the amount that League One clubs can spend on wages to 60 percent of their turnover (or 75 percent in the first season for clubs relegated from the Championship). This is different to the Financial Fair Play (FFP) rules in the Championship, which focus on managing losses over a three-year period.
As a consequence, Mr Threlfall-Sykes continued, it is crucial that the club exploits every opportunity to increase revenue, observing that infrastructure spending does not count towards FFP.
A HTSA delegate then queried whether there are any restrictions under the SCMP as to how much a shareholder can invest in a club. Mr Threlfall-Sykes said there are no limits, provided the investment is made in the form of equity. However, he noted that such investment would be included in FFP loss calculations if the club was promoted to the Championship.
A Cowshed Loyal representative asked what effect the club’s revenue plans might have on season card prices and whether the ATT panel would be consulted about any proposed changes.
Mr Threlfall-Sykes stated that the club has not yet considered pricing or categorisation for next season.
5. Board of Directors
HTSA enquired whether Kevin Nagle intends to strengthen the board of directors with additional experience, and if so, what expertise will be prioritised in any future appointments. They noted, for context, that the club currently has only two directors — Mr Nagle and Michael Thomas — both of whom are residents of the United States.
Mr Threlfall-Sykes explained that the situation is more nuanced because there are differences between UK company law and the EFL’s more practical definition of a director. According to EFL regulations, both Mr Threlfall-Sykes and CEO Jake Edwards are considered to be directors given the breadth of their responsibilities.
6. H Town
Mr Threlfall-Sykes and Robyn Kennerdale provided an update on ‘H Town’, a new indoor space for fans set to open in November.
Mrs Kennerdale explained that H Town is not intended to replicate the outdoor fan zone, which offers a wide range of entertainment for children and families. Instead, it will be a traditional supporters’ bar, with access to food, drink, and live football screenings, as well as seating and tables. H Town will initially be open to home supporters both before and after matches.
A panel member questioned whether the club was maximising potential revenue from away supporters, who generally arrive at the stadium earlier than many home supporters. Mr Threlfall-Sykes replied that the latter assumption is not necessarily true, and for the time being, the club's priority is to provide its own supporters with an accessible space and relevant amenities. He also clarified that all the money generated from H Town will go directly to the football club.
Domenic Notarfrancesco added that the venue will be available for events and conferences, thus fulfilling an important community need and presenting another opportunity to enhance revenue.
7. Online Booking Fees
A panel member raised a concern about the £1.25 booking fee that fans are required to pay when purchasing home and (some) away tickets online.
Mr Threlfall-Sykes explained that the club is contractually obliged to charge this fee as part of its agreement with Ticketmaster. The fee itself, he clarified, goes directly to the company. He further noted that there are only a small number of online ticketing providers that meet the club’s technical and GDPR requirements, and most of them charge a booking fee. Ticketmaster is also preferred because it integrates well with the club’s other digital infrastructure, including its customer relationship management (CRM) software.
8. Any Other Business (AOB)
A panel member reported that many supporters were not sitting in their allocated seats at away games, causing various safety issues.
Mr Threlfall-Sykes said he would raise this with the Ticket Office and, if necessary, with opposition clubs.
Finally, several club representatives drew attention to the recent safety announcement that the club shared on its website and social media channels. According to Rachel Taylor, this announcement was prompted by an increasing number of safety incidents involving Huddersfield Town supporters at both home and away fixtures. Some of these incidents have been reported to the EFL and Football Association (FA), resulting in a formal warning from the FA and the potential for a significant fine to be imposed if the problem persists. The club asked the Panel to use their communication channels to assist with reminding supporters of their conduct at matches.
The meeting adjourned at 10:28.
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