Managing director Sarah Guilfoyle opens up on Wigan Athletic ownership and investment

The following are just a small section of questions posed by fans, which we have put to the club...and we appreciate managing director Sarah Guilfoyle’s honesty and openness in answering them…

It’s been three years since the club was saved from almost certain extinction by local billionaire Mike Danson. After stabilising the finances, some fans are wondering whether the purse strings will now be opened…

"You only need to look at the example of Lincoln City last year (League One champions). They put money in, but you've also got to spend that money wisely as well. It's not just about chucking the kitchen sink at it and hoping it comes good.

"Gary (Caldwell) talks a lot about processes, culture, and daily standards around the training ground. The things they do day in, day out, the messages they send to the players, they're as important.”

Although I believe season tickets are up on this time last year, there are those who are saying they are waiting to see the club’s ambition before renewing or committing. What would you say to those people?

"Oh yes, 100 per cent I understand.

"I think we have a very interesting demographic of fanbase, in terms of their experiences. I almost look at it as like having two eras of fans, if that makes sense.

"You've got fans who have been here since the Springfield Park days, who have seen us even going back to the non-league days.

"They've sort of seen the rise through the divisions to the Premier League, and winning the FA Cup, before tailing off in the last few years...and we've spent the last few years in League One.

"So that's one expectation...but you've also got people...perhaps similar to my age...my first football match was 2007, and when I got into football, Wigan Athletic were a Premier League team.

"So it depends on where you joined the club's journey, as to what your expectations are.

"If you're someone in your 20s or 30s, you might have joined the journey at the very top, and you've probably only seen the downward trajectory.

"So trying to marry those two sets of expectations is a very interesting thing to do.

"I can completely understand the views of some fans (regarding the ownership and the spending). But they certainly are putting the investment in.

"And as for those of us on the ground, it's up to us to make sure the decisions made - within those budgets set - are the right ones.

"The one thing I guess I would say, is that we really need the support of everybody connected to the club.

"We really saw the effects of having more people inside the stadium at the end of last season, really vocal, really behind Gary and the lads, and the massive difference that made.

"Obviously Gary and the team are responsible for the work on the field, but the ‘12th Man’ in the stands is so-named for a reason, and that makes a big difference.

"From my point of view, I don't have any control as to what goes on above me.

"Brenda (Spencer, non-executive chair) and I are on the board, but our job really is to make sure things are running smoothly on the ground, and the rules and regulations we need to be adhering to.

"As far as the level of funding the owners want to put in is concerned, that's something we have absolutely no control over.

"What their long-term ambitions are, again, it's something that they portray downwards...obviously we can ask questions, but it's not our decision.

"From my perspective, revenue-wise, the more we can bring in, in terms of season ticket sales, kit sales, and everything like that...that's something we can direct towards Gary on the pitch.

"So I completely understand fans having frustrations, and everyone is perfectly entitled to it.

"Look, we're an entertainment business, and if people feel they're not being entertained...how can I put this...you wouldn't keep going to see a concert singer you didn't like...and I understand that.

"But I also would counter that by saying that not renewing their season tickets because of frustrations would not help us in terms of channelling as much money as possible towards Gary and the playing squad.

"I don't want this to come across the wrong way...but ultimately the black and white is that the less revenue the club receives, the less money Gary will see.”

Does the existing management structure you’ve alluded to make you feel isolated or frustrated in any way?

"The biggest source of frustration for me is that I don't have a pot of gold!

"I was doing the EuroMillions every week when we were hoping to keep hold of Joe Taylor, but that obviously didn't come off!

"Obviously I'm more of an operational member of staff...I can set the strategy, and what we do internally, based on the resources I've got.

"But unfortunately I'm not in a position where I have that resource myself.

"What I will say is that, particularly Ben (Goodburn) and Lucas (Danson)...if I need them, they are only ever at the other end of the phone, and I do speak to them very regularly, and they are there when we need them.

"They might not be here on the ground all the time, but that's what they have put me and Brenda in for to be, I guess, the figureheads that everyone sees in and around the place.

"Obviously we're not immune to it (criticism), we do see the fan feedback ourselves, and it's not that it doesn't get communicated up.

"We can control what we can control, and we are doing everything we can, because we are both incredible passionate about this football club, and we want to see it in the best possible position.

"We're working day in, day to make sure we're doing everything we can to make sure Gary has everything he needs.”

The club remains up for sale and/or open to investment - does this has a big effect on you?

"I'd be lying if I said it didn't. Because it (the club acknowledging – following media reports – that it was inviting outside investment, which Sarah and Brenda weren’t initially informed about) was obviously something that came up quite suddenly for us.

"It was something that was mentioned at the time...that we weren't necessarily fully aware of what was going on...but we got the apologies, and we have been brought into line with that, which is fine.

"It was never anything intentional... I just think that in a 'normal' business, those kind of transactions happen quite quietly.

"But obviously a football club is not a 'normal' business, it has a lot more stakeholders than if you were selling a scaffolding company...media outlets wouldn't usually be interested in something like that!

"It's all about the long-term vision of the football club and I guess, while Lucas was very clear at the fans forum that they are very open to both investment and full sale, those things mean very different things.

"We've spent time putting together a group structure, and how that looks will obviously depend on how any potential future transaction looks like.

"So I'd be lying if I said it doesn't have an effect, but my job - and the job oif Brenda, the staff in the office, and Gary - is about the here and now.

"We all set our standards in what we want to achieve...the same as Gary will have in his mind what he wants to achieve...and its up to us to make sure we're still driving those standards, and making sure we're doing the best for Wigan Athletic, if that makes sense.”

Fans have been speculating as to updates on potential new owners or investors...is this something you’re aware of?

"It's not something I am involved in. Again, from the perspective of the ownership group, and myself and Brenda not being fully informed in the past, it's kind of let us crack on with the stuff on the ground, without having to worry about it.

"As I've spoken about, in terms of how it affects the future, we've just tried to do that without having that question mark.

"Obviously, it feels like, we speak to clients, and commercial partners, and a lot of the time they want to know what the vision is.

"At the minute, there is a vision, but that vision could change. It would be easier if it was still quite closed, but I've not had any further update other than what has been communicated to the fans.

"Obviously whenever I speak to anyone from the ownership, I ask the question, and they tell me if there is (an update) or if there isn't.

"But certainly since the last fans forum, when Lucas spoke on stage, there hasn't been an update that we've been made aware of.

"And we'll head into the season with the resources and the plan and the budget we have, and we'll take that forward until anything changes.”