When the 49ers took over Leeds United a few years ago, some fans were hesitant. But since then, there has been an overwhelmingly positive reception to the ownership group.
They have made so many good decisions on and off the pitch in these last few years. This includes the hiring of Daniel Farke, and the transfers that have lead the club to the Premier League. Off the field sponsorship deals and partnerships have elevated the brand status of the club, and they are now visible on the global stage.
The future looks bright for the club and its supporters.
QUIZ: Can you name these 10 former Leeds United midfielders?
Adam Underwood reveals 49ers vision for Leeds United
Elland Road Credit: Imago
Leeds United Sporting chief Adam Underwood has been speaking to BBC Sport about the vision the ownership of the club have for the near future. Last month, a document was leaked, showing that the aim is to reach £1billion valuation in the next five years.
“Having competitive success is always going to be the immediate focus, for the sporting director, manager and the ownership group,”
“But around that, as a foundation for sporting success, there has to be a long-term view for how you develop the club, build the infrastructure and create the conditions for that success to happen and increase the chances of it happening over a period of time.
“We want to be an established Premier League club and believe we can push back to the top half of the table and realise our potential.
“The sporting director’s responsibility is to feed both of those work streams and both of those projects.
“Every weekend, you are at games hoping all the work you are doing in recruitment to support the manager and the staff, pays off and you get a result.
“But ultimately, you know as long as you are on track over the long term from a performance perspective, you are making steps towards your vision and realising the ambition of the ownership.”
All these dreams will only become a reality if Leeds can survive their first season back in the Premier League. A feat Underwood says will be difficult, but is confident the club can achieve.
“We know that as a Championship club promoted to the Premier League the task is huge to buck the trend,”
Ownership ambition is still a huge question mark
This summer transfer window, many fans and Daniel Farke called out for attacking reinforcements. But only three new players came through the door – Noah Okafor, Lukas Nmecha and Dominic Calvert-Lewin. When asked why the club failed to land big targets like Bilal El Khannouss and Rodrigo Muniz, Leeds managing director Robbie Evans pointed to PSR.
The owners have to understand that at this level, quality is key – and you need to spend to find some. Hopefully the club change their stance on January signings.
