Inside Sutton United: Is the EFL the “promised land” it is supposed to be?

Promotion to the EFL was a dream for Sutton United in 2021; however, like so many clubs before them, the U’s soon realised the “promised land” is not all it is made out to be.

Sunday 23 May 2021, Sutton United three, Hartlepool nil. Isaac Olaofe’s stunning 80-minute strike cues jubilant scenes among the 1,050 U’s faithful. A one hundred and twenty-three year journey through English football, all for this moment. “National League champions,” announces lifelong fan and volunteer Tony Dolbear proudly over the muffled Tannoy. An overcast south London afternoon could not dampen these spirits, for manager Matt Gray had defied the odds and produced a fairytale worthy of Shakespeare himself. “Wow. Just wow. For all those fans past and present, we have reached the promised land,” read the club’s official Twitter account.

However, the celebrations were short lived. Almost three years later, the reality of the English Football League (EFL) has gradually reared its ugly head, and the privilege of being one of the members of the “92” has constantly been put to the test for Sutton.

According to Gov.UK, Sutton United Football Club Limited spent £477thousand to get to the so-called “promised land”, the EFL. Despite the commercial opportunities that come with promotion to the football league, EFL rules can be a major stumbling block for small community-based clubs like Sutton.

To ensure their long-term sustainability, lower-league football clubs often make the business decision to install a 3G pitch to generate further income. Former U’s manager and shareholder Paul Doswell spent £420k installing exactly that in 2015.

EFL rules stipulate that all matches must be played on a grass surface, and subsequently, Sutton United spent its promotion earnings along with other club finances, ripping it up.

Entering the office of Sutton legend and current director Micky Joyce, 65, the room is filled with constant reminders of the U’s journey to the “promised land”. A newspaper cutting of the 1989 FA Cup victory over Coventry hangs on the wall, while a picture of Craig Eastmond captaining Sutton 27 years later in the same competition against Arsenal has pride of place on the mantle.

The striker, who scored 219 goals, including a club record nine versus Leatherhead, revealed: “It was immensely difficult financially; we had to find a cash flow; fortunately, we had the income from the [FA] Cup run in 2017. We had to supply a referee’s room, doctor’s room, prayer room, control tower for the police, CCTV, the list goes on. It’s a very big challenge. We relied on sponsors and payment plans.”

While there is a substantial financial impact that comes with promotion, what often goes unnoticed is the detrimental effect on the community. Sutton were faced with the daunting task of rehousing the 43 teams that had been playing on the astro.

“Our set-up is community-based, so having had the 3G installed, it was not just for the first team, but the women’s side, the academy boys, our disabled teams, cults, walking football, and schools,” he said. Joyce continued: “What we are trying to provide for the community gets taken away.”

Even though many touted Sutton to return to the National League immediately, the Amber and Chocolate Army have remained in the EFL for two successive seasons. Securing respectable finishes of eighth and 14^th, the U’s also reached the 2022 Checkatrade Trophy final. While Matt Gray’s side enjoyed success on the pitch, it was a financial crisis off it. The club accounts reveal Sutton United lost £278k in their debut season in League Two, and in their second season they lost a further £950k, by which time they had become less transparent and did not publish an income statement.

Last month, Premier League clubs failed to secure an improved funding package with the EFL after not agreeing to a new financial system to replace the profitability and sustainability rules that govern them in the top tier. Currently, these clubs give around £340million to the EFL; however, under the new agreement, the total would increase to £500m.

“The current amount is not enough. With rising costs and requirements for grounds to be a certain level that money is petered away very quickly, what inevitably happens is your budget for players gets cut,” Joyce said.

“Yes, we welcome that money, but that doesn’t necessarily mean it’s going to make us survive; it just means that more money is disbursed accordingly throughout the club.

“If you increase that money, it will certainly have a massive impact, because you can budget better, and it may mean you can build your survival package accordingly. Currently, you’re waiting for investors to get involved, and you need investors to survive. If they see there is money to help, there’ll be more investors,” insisted the director.

The introduction of the government regulator is expected to push the deal through for the EFL.

Unfortunately, the reality of English football for clubs like Sutton United has presented a recurring pattern: compete in spite of the odds being stacked against you, until it becomes unsustainable.

At present, Sutton United sit second from bottom in League Two. Events and ticketing manager Ryan Cheeseman, 33, faces the prospect of losing his job if the U’s are unable to turn their fortunes around.

“I was not blind coming into this role; I knew the risks. No job is ever secure in football, I understood the realities.

“Non-playing staff will always be affected first, as the club will always try to save the players and the coaches. I’ve seen several colleagues leave this season to go to jobs outside football or go to other clubs. It’s been a tough few months,” he explained, looking at a picture of his son and club mascot, Jennie the Giraffe.

However, even the National League is beginning to demonstrate a strong correlation between making a loss and being successful.

According to finance expert Kieran Maguire, only two clubs made a profit in the 2022-23 season, and the overall losses were over £21m. Of the seven most profitable sides, two were relegated, and just two were in the top half. The clubs with the three biggest losses were promoted, and over the years, companies owning National League sides have lost over £140m. Essentially, you need to spend to get out.

Despite welcoming an investor of their own in November, Ben Hautt, who injected a reported £700k, the growing need for financial power in lower league football threatens to leave the U’s behind.

“If you’ve got investment supplying funds for your Paul Mullin’s, of course it’s going to help.

“However, it is something you have to accept,” said press officer Tony Dolbear, 61.

With a grin and a shake of the hand, Micky insisted that, in spite of the challenges, the football league is “fantastic” and he “loves” it.