Football Dynasty-Chapter 64: Ambassador and Era of Collaboration

The discussion about the share purchase was long and intense.

Eric Alexander held 238 shares (11.55%), valued at £924,500.

John Humphreys held 46 shares (2.23%), valued at £178,400.

Together, their shares amounted to a total of £1,102,900.

"I will not accept anything below £1,500,000," Eric stated firmly.

"£300,000, or no deal," John added, making his own demand clear.

In total, Richard would need £1,800,000 to secure their shares. He considered offering the full amount upfront but had a better proposal in mind.

The history of football agency—and sports agency in general—is fascinating. It can be divided into three phases:

The first phase, in the 1950s, saw players treated as commodities. Agents primarily worked on behalf of clubs, scouting players and mediating contracts and transfers. Football was still seen as more of a hobby, but the involvement of external third parties in player movements and loyalties was beginning to emerge.

The second phase, in the 1960s, marked the true birth of football agency. The abolition of the maximum wage legislation in UK football, along with the FA adopting the same regulations as the Italian system, transformed the profession. As a result, playing football in the UK became more attractive, with average player salaries rising by 61%.

Across the Atlantic, Mark McCormack was revolutionizing sports agency and talent representation, bringing the profession into the public eye. As his career developed, he diversified his client roster across multiple sports, particularly tennis, and even became the agent of Brazilian football legend Pelé.

The third phase, from 1970 to 1979, saw football undergo globalization. The sport became a regular feature on television, expanding its reach across the world. As football's popularity soared, so did the fame of its players, presenting even greater opportunities for football agents. During this period, agents began bypassing traditional transfer channels within individual countries, forging new pathways between clubs across continents.

After that, the era from the 1980s onward was simply a continuation. A couple of major figures emerged during this time. Dennis Roach became one of the most well-known agents, starting in 1973 with none other than Johan Cruyff as his first client. Later, Pini Zahavi, the future godfather of modern football agency. Jon Smith, another key figure, famously represented Diego Maradona.

Now, the early 1990s—or what people called the "Millennial Boom"—was the time for him to shape the future of football agency.

As everyone knew, many players had suffered from inadequate salaries after naively appointing close family members as their representatives.

Richard wanted to change that notion completely, aiming to professionalize the industry and ensure that only those truly qualified could represent footballers at the highest level.

"£1,800,000 is a lot," Richard finally said. "And while I could pay that outright, I believe I have an offer that benefits you both in the long run."

John and Eric exchanged glances before turning their attention back to Richard.

"You know, I'm known as an agent now. I have many players under me, and some of them are the hottest names in English football right now—Ian Wright, Alan Shearer, Teddy Sheringham, Matt Le Tissier, Tony Cascarino..." Richard listed, letting the names sink in. Then, with a confident smile, he added, "Big names, strong fan bases, and... a powerful commercial appeal."

John and Eric remained silent, but their eyes showed interest.

"Go on," Eric finally said.

"So, here's my proposal—I'll buy your shares at the normal price," Richard said, raising a hand to halt any objections before they could speak. "But to sweeten the deal, I'm offering something more. One of my players will represent your brand. That means prime exposure, increased sales, and an association with elite footballers that will elevate your brand's reputation even further."

John and Eric exchanged glances. The offer was intriguing, but they needed more clarity.

"What kind of deals are we talking about?" Eric finally asked.

Richard leaned back in his chair, tapping his fingers on the table as he studied Eric and John.

"Think about it—imagine Alan Shearer wearing your gear in an exclusive campaign, or Ian Wright featuring in a TV ad promoting your latest football boots. A single commercial with the right player can skyrocket brand recognition right?"

"Oh, you mean endorsements?" Both of them immediately lost interest—endorsement deals were nothing new to them.

Richard instantly straightened up and said, "But we don't have to stop at endorsements. Endorsements are just one piece of the puzzle."

Richard continued, "I call it a football ambassador—a long-term contract where one of my players becomes the face of your brand. Not just a one-off campaign, but a lasting partnership. They'd attend public events, sign autographs, be present at product launches—making sure your brand is seen and talked about by the right audience."

Both parties nodded, their interest growing. "And what else?"

"The second is sponsorship collaborations," Richard went on. "For example, you could sign an exclusive jersey deal with one of my players—let's say Shearer. Every goal, post-match interview, and magazine cover—your logo is right there. Later, you could use that exposure to launch your own signature product line with a Shearer theme. Then we can go further—like having Shearer make a special appearance at the product launch event, drawing in fans by the thousands."

"You could even set up limited-edition gear with their names attached—collectibles, signed merchandise, anything that increases visibility and sales. We create demand, we create hype, and most importantly, we create profit. And all of that, just for giving me a fair deal on your shares."

John rubbed his chin, considering the possibilities. "You're saying our logo will appear in every goal celebration, interview, and magazine? Is that even realistic?"

Richard smiled at this. "Footballers are walking billboards. Wearing Umbro's jersey on the pitch already gives you massive exposure. So why stop there? Why not have them represent your other products—shirts, running shoes, jackets? Fans watch them, admire them, and most importantly, they want to imitate them."

"Plus, during interviews or media appearances, isn't it easy to simply ask photographers to capture candid shots, ensuring your logo is right there in plain sight? Simple, effective, and it keeps your brand in the spotlight at all times. Of course, we need to finalize the deal first."

The room fell into thoughtful silence. Richard could see the gears turning in their heads.

"Can we choose the player we want?" Eric Alexander was the first to break the silence.

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Richard's smile widened at the question. They were interested. They were listening.

"Of course," he said smoothly. "Let's discuss it."

The final result of the day's discussion.

Richard Maddox 182 shares (8,77%) → 509 (24.71%)

He spent about £1,291,700, paying the normal price for Eric Alexander's and John Humphreys' shares. As for Sidney Rose's shares, Richard bought them for £200,000, up from the original price of £168,000 for 43 shares (2.09%).

Updated Share Ownership & ValuationTop Shareholders:

Peter Swales 619 shares (30.05%) → £2,404,000 (unchanged)

Simon Cussons 566 shares (27.48%) → £2,198,400 (unchanged)

Joe Smith 366 shares (17.77%) → £1,421,600 (unchanged)

Richard Maddox 509 (24.71%) → £1,898,100 (increased)

In exchange, Alan Shearer would represent Umbro, strengthening their brand presence. Meanwhile, for Eric's sports shop, rising star Andy Cole would serve as its ambassador, perfectly fitting the shop's image as he was poised for a breakout over the next three years.

Everything was going according to Richard's plan, and soon, Manchester City would be his.

His next targets were Peter Swales, Simon Cussons, and Joe Smith. But first, he set his sights on Joe Smith, as he was the one most likely to need cash the most. However, before Richard could put his plan into motion—something happened at Maine Road.

There was nothing remarkable about City's performance this season—just mediocre at best, or to put it bluntly, struggling.

They were battling in the Premier League, already knocked out of the League Cup, and had no European competition to fall back on. Their only remaining hope was the FA Cup, and in this competition, it felt like the dam had finally burst.

The FA Cup was City's only hope of securing a trophy this season. They were set to face Tottenham Hotspur in the sixth round, and a victory would send them to the semi-finals for the first time in decades. But that dream was shattered—Spurs defeated City 4-2, crushing their hopes of a long-awaited FA Cup breakthrough.

Around 200 City 'fans' from the newly opened Platt Lane stand stormed the pitch in a chaotic invasion—the first of its kind since the Hillsborough disaster. The incident was broadcast nationwide, and not only that, it was shown live on BBC television as well as in France, Cyprus, South Africa, Thailand, and Hong Kong.

TV reporters captured the shocking scenes live, and The Times reported: "The disturbance on Sunday, which led to 36 arrests inside the ground as mounted police and dog handlers controlled more than 200 City supporters, so upset Peter Reid, the City manager, that he briefly considered resigning. However, yesterday he confirmed he would stay. 'I shall fight these hooligans all the way,' he said."

Because of this incident, a former Manchester City favorite, who attempted to control the trouble at Maine Road, made an inquiry to chairman Peter Swales. However, Swales' response only fueled the fans' outrage.

"£15 million. I will stand down if Francis can offer me a total of fifteen million for my shares."

Why not just buy half of AC Milan instead? Fifteen million? Are you crazy?

The next match against Queens Park Rangers had the board fearing a large protest. In response, they held an emergency meeting to discuss the takeover speculation and issued a message to Lee, which could be interpreted as "put up or shut up."

After the meeting, however, club president Joe Smith addressed the media, announcing his willingness to relinquish his 20-year reign in charge. He also confirmed that he was open to selling his shares.

Speaking on BBC Radio Four, he stated, "I would sell my 366 shares, but only at the right price."

Meanwhile, Simon Cussons was also approached by reporters. Though he didn't give a direct answer, his response sparked speculation. "I would love to keep going, but I realize it's probably time for someone else to step in," he said.

What did he mean? Who was the someone else—him or Peter Swales? Or was there another figure waiting in the shadows?

No one could say for certain, but speculation was already running wild.

Francis Lee's consortium made direct contact with Joe Smith, but no agreement was reached. While they were still in discussions, preparing for a second attempt, they were too late—Richard had already arrived at Smith's Oldham double glazing shop. However, the price the old man demanded made Richard hesitate for a moment.

Francis Lee's consortium was alarmed by the latest developments.

"Mr. Lee, listen to me. I would never dare deceive you," his secretary said helplessly. "But Richard Maddox was simply willing to pay more. I had no choice—he matched the price you said was already too high, and I couldn't justify bidding any further."

This is about how Richard managed to secure Sydney Rose, John Humphreys, and Eric Alexander's shares.

Now, it was a do-or-die situation. Lee refused to give up on City. As a club legend, he believed he could take them to new heights. A legend as a player and a legend as an owner? What more could he ask for?

Determined, he turned to his secretary. "Get me in touch with Chief Kelly."

Graham Kelly—Chief Executive of FA.