Actions speak louder than words

SUPPORTERS are the lifeblood of any club. Without them there is nothing.

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Blues owner Tom Wagner with the away supporters

Sponsors buy into clubs because of their profile, fanbase, success or potential success, and public exposure via the media.

However, that only happens because of the fanbase, which is inextricably linked to the club through family history and tradition.

They are a partnership, which is the basis for any success. We all want trophies and titles, but the true strength of a club lies in its connection with the fans

My club, Blues, have not always understood or appreciated that partnership, however, now it is a fundamental part of things. Owner Tom Wagner regularly sits with the fans at away games or goes into local pubs before a home game and that resonates with supporters more than any words can.

CEO Jeremy Dale and his leadership team are often in the main car park or the fan park or fanzone before games talking to supporters.

The club formed the "Alliance" with the official supporters club, the former players association and the club's Foundation to highlight that link between the club, its fans, explayers and the local community.

This shows the supporters are rightly recognised as important, respected, and have a voice - and are not just a revenue stream.

Of course, all the assets belong to the owners, who carry the heavy financial investment burden and risk. However, the spirit, history and soul of the club belongs to the supporters, which comes from generations of traditional family support through the good and bad times.

The club is a massive, much-loved part of their lives and often controls moods, emotions and decisions.