The Big Interview

Danish owner planning

Charlton Athletic’s route to the top

If you were asked to name London football clubs that have won the FA Cup – how many people would include Charlton Athletic in their list?

Probably not many, but the club's name is indeed engraved on the famous trophy having won it in 1946/47. There have been other high points too. In the mid-1990s and early noughties Charlton Athletic more than held their own in the Premier League. However, since 2006 the club have struggled both on and off the pitch.

In 2020, the club was sold to Thomas Sandgaard a Danish businessman based in Colorado. Sandgaard’s is the owner and founder of Zynex, a medical devices manufacturer.

So, what attracted a successful businessman in the US to Charlton FC and the stresses and strains of football club ownership?

As Sandgaard explains it was not a straightforward route to South-East London. “I looked at a number of clubs including Sunderland, Coventry and Wigan. But none of them ticked enough boxes in terms of long-term potential and then I looked at Charlton and saw massive revenue potential due to the huge fanbase the club has”. The size of the challenge in boosting revenue and bringing top-flight football back to The Valley (Charlton’s home ground) is not lost on Sandgaard but he is convinced the club is now heading in the right direction. “Charlton had been mismanaged for two decades and it had been sold so many times. In many ways a football club is just like any other business. Charlton FC is a turnaround challenge and in business I have been involved with many turnarounds before – it is about getting the right people on board and ensuring the right culture is in place.”

Local talent spotting

Bringing in the right players is clearly a priority, though as with all clubs this can only be done in specific transfer windows during the season. Alongside astute transfer business there is the opportunity to spot and develop young talent – especially in the local area.

“It takes time to get all the pieces in place,” Sandgaard explains, “to gather players in the squad that fit the playing style”. But having one of the best academies around, and drawing from a large area within the capital, means Charlton is well-placed to bring players through from schoolboy level to first team regulars. Women’s football is another area that Sandgaard has been keen to promote and support. In 2007 when Charlton Athletic were relegated, the board of directors at the time effectively scrapped the women’s team. The Charlton Athletic Community Trust kept the team going initially and then local businessman and Charlton fan Stephen King stepped in. After more than a decade as separate organisations, King agreed terms with Sandgaard to bring the women’s team under the same ownership as the men’s team. for the first time since 2007.

The Charlton Athletic women's team has a proud history and were one of the leading teams in domestic women's football during the early 2000s, winning the FA Cup and League Cup. Sandgaard believes that the future looks good for the squad now that they are part of the club again and fully professional.

Community spirit

While Charlton Athletic might not have the global appeal of clubs like Liverpool or Chelsea, on a local level, supporters have just the same sense of belonging. A football club sits at the heart of a community and it has incredible pull – which is why association with local charities and organisations can be so productive. In Charlton’s case it is proud of the work the club’s community trust which works, to change lives by improving health, education and employment as well as reducing crime. The club also looks to develop ties with local businesses, as Sandgaard reveals CAFC is currently looking to partner with a local brewery and catering company so fans can enjoy high-quality, locally produced food and drink.

❛❛Having one of the best academies

around, and drawing from a large area within the capital, means Charlton is well-placed to bring players through from schoolboy level

to first team regulars. ❜❜

The matchday experience is another area he is looking to improve. The atmosphere generated by a full stadium is something all fans enjoy. However, Sandgaard felt the ticketing system was far too complex and was not exactly encouraging locals to come to games. “The different price levels which meant some matches were cheaper than others, was confusing and needed to be simplified. We want as many people in the stadium as possible for all games. If you have a full stadium at a more attractive game, then the atmosphere is better and people are more likely to return for the next match”.

In another effort to improve the fan experience, the club recently launched its own live-streaming TV channel. Previously a similar but inferior service was offered via the EFL but this channel now provides pre and post-match comments from Charlton favourites such as ex-manager Alan Curbishley. It also offers advertising and promotional opportunities for local businesses. Being a London club with a modern stadium has distinct advantages in terms of boosting revenue from non-football activities. If you remember flares and platform shoes you might remember The Who playing a couple of gigs at The Valley in the mid-1970s. Next summer, the stadium plans to reclaim its status as a large-scale concert venue. And staging such events is not something entirely new to Sandgaard. Before starting Zynex, he built and worked in recording studios and organised large venue concerts. “This fits in with my background and I am really excited that we will stage some great events at The Valley”. Sandgaard’s ambitious plans both on and off the pitch sound like good news for both sports and music fans. Watch this space!