With preparations for the new season now well underway, but with the 2023/24 season still in the back of our minds, we wanted to take the opportunity to share an update from across the Club’s activities. The Board is providing this in the spirit of increased open communication with fans and to share both reflections and aspirations.
Men’s First Team
Last season’s league position and overall on-field performance was greatly disappointing for us, as it no doubt was for supporters. Whilst we did suffer badly from injuries it was also evident that the composition of the squad, style of football and even fitness levels did not live up to the expectations of a Pools team and our ‘never say die’ ethos.
We are however determined to improve on recent seasons and to move forward in our aim of returning to the EFL. Upon reflection of all first team aspects from last season, both on and off the pitch, the Board concluded at the end of the season that piecemeal change was not the answer and that an overhaul was needed – an opinion voiced by many fans. As such we moved as quickly as possible including with some very difficult decisions in order to secure a new management and backroom staff with proven track record and knowledge at this level of football.
Darren Sarll and his selected staff have since joined the Club and wasted no time in identifying a very clear ethos and style of play. Whilst asking for patience, they have set about summer recruitment in an organised manner with very distinct player criteria and due diligence. Some pleasing progress has been made to date in key areas but further recruitment is identified in the remaining weeks before the season starts.
There has unfortunately been a lot of misinformation promoted over the last year regarding budgets and lack of investment, particularly into the playing squad, football staff and football facilities. The information can be distracting and damaging in an array of ways including supporter perceptions and even with potential staff and players assessing the club. As such the Board would like to take the opportunity to clarify some matters and provide verified information for supporters.
Like most clubs we cannot disclose full financial details given sensitivities, but we can confirm that the Club has been operating with one of the larger playing budgets in the league. That statement is benchmarked with league information on an annual basis and has been verified by the Board. On record the current manager, and indeed previous managers, have all openly expressed that they have had competitive budgets to work with and been backed with signings.
Further the Board would like to confirm that this will continue in light of the Chairman’s agreed ongoing support. That support is significant particularly in context of a loss in central funding as a consequence of dropping out of the EFL. In total relegated clubs lose over £1m per year in EFL provided funding, a backdrop that often sees National League clubs cut budgets and restructure. The Chairman’s pledge this coming season will ensure that the playing budget is maintained but also that there is continuation of all key football staff roles and football support services.
The investment into football staff and football support services is significant including travel, accommodation, facilities, coaching, conditioning, nutrition, medical, analysis, etc. All are being maintained and have actually been benchmarked and set at an EFL level, not National League, with a view of giving the manager and team the best possible performance backdrop. The Club has retained its training base at Durham University which is a £40+m facility and in many respects Championship class. Maintaining the investment and infrastructure is based on supporting the team to progress more seamlessly and sustainably into EFL.
Youth & Academy
Outside of the first team, work has continued with development of the Youth and Academy set-up. In the last month we have seen a new agreement and extension to the Hartlepool College of Further Education (HCFE) partnership. The ultimate aim is to develop a collaborative programme that is self-sufficient (without any EFL funding risk) and to provide players with outstanding education and training opportunities alongside a best in class football pathway.
The programme is part of a long term plan to develop talent locally. Such programmes take time to develop and mature and the recent agreement with HCFE is culmination of several years of work that began in 2020. That said some early fruits of our labour and investment are now starting to be shown, not least with Max Storey, Louis Stephenson, Campbell Darcy, and Alfie Steel all making their first-team debuts last season. Three of those were subsequently handed first-team contracts ahead of the 2024/25 season.
Women’s Football
Alex Curl will lead the Women’s team for the 2024/25 season having joined from South Shields Women. He is joined by Peter Counsell as Goalkeeper Coach and Toni Upton as Sports Science Lead. Andy Stuart will also support and completes the backroom staff.
Our Women’s team have made three strong signings in Emily Booth, a defender from South Shields, Maddy Hillyer, a defender from Stockton Town and Libbie Trainor, a striker from Stockton Town.
Pools Women’s team have now moved venues and will play their home games at Metcalfe Park for the 2024/25 season and hope to see as many fans there as possible supporting the team when the season starts on Sunday, September 1st.
Hartlepool United Community Sports Foundation
The Charity arm of the club is more important than ever in the current climate, offering not only physical activities for people of all ages and abilities, but also providing a much-needed foodbank and health and wellbeing hubs for men and women. They are partnered with a number of local organisations such as Hartlepool Carers and One Hart One Mind One Future and work closely with Hartlepool Borough Council, having been a recognised Hartlepool Activity Fund provider for a number of years, providing free activities and meals for children during the school holidays.
Within schools, HUCSF continue to promote the importance of physical activity, carrying out PE, afterschool and dinner time sessions in primary schools within the town and surrounding areas. Supported by The National League Trust and Premier League, they have been providers for Premier League Primary Stars for a number of years (using sport to engage those students who may struggle in school) and organise a number of football tournaments for girls and boys of all ages.
Other activities include the very well attended Armed Forces Veterans Hub, Parkinsons Group and Dementia Groups, and they are a provider of the Twinning Project at Holme House Prison and Deerbolt Young Offenders. The Twinning Project is a partnership between HM Prison and Probation Service (HMPPS) and professional football clubs with the objective of twinning every prison in England and Wales with a local professional football club, aiming to engage prisoners in football-based programmes to improve their mental and physical health, wellbeing and obtain a qualification which will help improve their life chances and gain employment on release.
Further information can be found at www.hartlepoolunited.co.uk/community or by emailing hucsf@hartlepoolunited.co.uk.
Commercial & Facilities
The focus on football and the team often overshadows efforts with commercial and facility, which are essential to the operation of the club and indeed supporter experience.
Over the last 2-3 years nearly £500,000 has been invested into stadium improvements including pitch work, new seats for the Acland Homes Stand, new digital ticketing system, new EPOS till systems, full new fibre network, upgrade of hospitality, kiosk improvements, a branding overhaul and general stadium works. All of these have been completed as part of a longer-term plan to improve the matchday experience and to push the Club’s operations forward into a new era. Again, these improvements take time.
In response to fan requests we are in the process of setting up a Supporters Panel with the aim of improving communication between the club and fans. Board member John Pearson is leading the initiative and has engaged with all of the existing supporter groups. The panel once fully confirmed will look to host its first meeting in August and we are looking forward to liaising with the group generally, including with further projects to improve matchday.
Commercially, there has been a positive trend in income generated from sponsorship, hospitality, and merchandise sales. In context of a recent relegation that achievement is significant and our thanks must go to Rose Stoker and the commercial team for their hard work in improving these areas of the club year on year, as well as of course to the loyal fans and club sponsors with their supporting funds.
The new strips for the 2024/25 season have been very well received and were ready for sale in the revamped club shop earlier than ever. We look forward to seeing you wearing them with pride at the games this season.
Whilst it was a very difficult decision to raise the price of season tickets, the decision was made after much deliberation and upon taking stock of both the huge cuts in funding that the club face and the price increases that have been passed on to the Club when delivering matchdays including with increased matchday staff wages and supplier costs. On balance the season tickets are still mid-price range for the league and still offer value for money with discount. Additionally, there is a payment plan available for any supporters who genuinely require assistance. Just short of 2000 season tickets have already sold with 2 weeks still remaining before the first home game, which is incredible.
A Final Word
All of the decisions made by the Club and Board, like for any business, are made within the available financial means. Once produced last season’s accounts will show an operating deficit of circa £1million, which is ultimately funded and supported by the Chairman. That loss in part reflects the transition out of EFL including player contracts but also the conscious decision to bring additional unbudgeted players into the squad last season to ensure that the team avoided any kind of relegation battle or risk, which at one point became a concern.
As confirmed with previous statements from the Chairman, the Club has always been open to any serious investor or buyer who could significantly enhance Pools. Whilst there has been enquiry interest none have yet progressed beyond initial stages. In that absence the Chairman has confirmed that he is fully committed to the season ahead and will continue to support Pools with ambition to gain promotion.
The Board hopes that this update will not only inform supporters and give some context to decisions and plans, but also dispel a lot of the misinformation that has surrounded the Club in recent times. We accept that it may still be met with cynicism from a small representation, however we hope that the vast majority of fans will appreciate what we are trying to do and continue to support the Club positively and constructively.
Finally, we would like to take the opportunity to thank you the fans for your incredible support throughout. Be assured that your support is not taken for granted and we know just how important you are to the club’s very existence. We know we won’t get everything right both on and off the pitch but as a Board we will try our best to improve each season. We are striving to make Pools a better Club within the community and a better more sustainable Club for the fans of today as well as those of tomorrow.
