Sale Sharks Co-owner ignites fan discussion on how to fill Salford Stadium

Simon Orange, Co-owner of Sale Sharks, took to Twitter to appeal to fans for ideas on how to increase attendance at the former AJ Bell Stadium.

He tweeted: “We need more supporters at games if rugby is going to grow and rugby needs to grow to avoid clubs getting in trouble. Too many empty seats today!”

The Covid-19 pandemic and the recently developing cost of living crisis has had a dire impact on stadium attendance, as fans struggle to afford tickets.

We need more supporters at games if rugby is going to grow and rugby needs to grow to avoid clubs getting into trouble. Too many empty seats today!

— Simon Orange (@SimonOrange1) September 24, 2022

Orange, who also owns Altrincham-based private equity firm, CorpAcq, has co-owned Sale Sharks alongside Ged Mason since 2016.

During this period the club has seen significant growth, both financially and on the pitch. The club posted a £3.6m profit in 2019 before the Covid-19 pandemic and in 2021, they finished in the top 4 and competed in their first play-off semi-final for 15 years, after finishing 10th in 2016, Orange’s first year. However, last year, the club posted its first loss of the Orange and Mason era, an £800,000 loss.

Sale has consistently seen some of the lowest attendance figures in the Premiership. On the opening day of this season, 4,064 fans watched Sale beat Northampton Saints, the lowest attendance figure out of all Premiership teams that round with the highest being 22,021 at Bristol’s Ashton Gate.

ATTENDANCES SO FAR

🐻 22,021
🐯 18,106
🛁 13,000
🃏 12,831
🍒 11,124
😇 10,658
————— 10,001
❌ 9,579
🐝 6,878
☘️ 6,729
🦅 5,025
⚔️ 4,999* (limited capacity)
🦈 4,064

💫 TBC

— RugbyInsideLine (@RugbyInsideLine) September 18, 2022

Granted this game was rearranged due to the death of Queen Elizabeth and at Sale’s most recent home game, last Saturday vs Exeter, the figure increased to just 6,400. However, last season Sale averaged the second lowest attendance with 5,948, just 100 fans more than Newcastle Falcons in last.

Orange tweeted out again a day later asking fans to comment on whether reduced ticket prices would translate to more fans and higher attendance. He said: “A message to those thinking the ticket price is too high in rugby…we’re looking at reducing some prices to help people afford to come. What would your view be of £10 tickets in the north stand and £5 for kids? Would we fill the stand?”

A message to those thinking the ticket price is too high in rugby. I can only talk on behalf of Sale but we’re looking at reducing some prices to help people to afford to come. What would your view be of £10 tickets in the north stand and £5 for kids? Would we fill the stand?

— Simon Orange (@SimonOrange1) September 25, 2022

The tweet received 257 total comments, many of which were Orange replying to fans sharing their ideas.

I think it might just shift people from one area of the stadium to another. For me it’s more about attracting people who don’t currently come to the game into coming to the game. But it’s definitely worth trying. Where are we upto with purchase of stadium AJ Bell or other?

— Otis Donnelly (@otis_donnelly) September 25, 2022

Life-long Sale fan and season ticket owner, Otis Donnelly, is a relative anomaly for rugby union, a Merseyside-based Sale Sharks fan. Despite being the only Premiership club in the north west of England, because of the prominence of football and rugby league in the area, rugby union fans in Merseyside are sparse. Speaking on this, Otis stressed the need to engage the Merseyside market. He said: “I have always preferred rugby union and Sale are the nearest Premiership club.

“It is a long drive but, in my opinion, it is well worth leaving at 5.45pm for a 7.45pm kick-off and sitting in traffic for over an hour. I just love it, I love the experience, I love the family atmosphere and the family feel that you do not get at the football.

“Merseyside is an untapped market, hit Everton and Liverpool with an advert for their programme and when they are away get the fans watching Sale. Caldy (Championship club), are on my doorstep, but Sale are my team.”

Otis goes to Sale home games with his son Matthew, who has gained local fame for his pre-game predictions and is a close friend and familiar face for all the players. Otis cannot thank the club enough for what they do for Matthew, who has autism and ADHD.

@SaleSharksRugby @raffiquirke @jamesharper103 @Will_Cliff88 Cobus and Sam Hill thank you guys. pic.twitter.com/8p5b1NJS1h

— Otis Donnelly (@otis_donnelly) October 1, 2022

“When I applied for two season tickets for myself and Matthew the club said no and gave us a disabled and a carer ticket, because they knew about his hidden disabilities and additional needs. They did themselves out of £250 or so but instead they did the right thing, and that speaks volumes.”

When asked what he thought about Simon Orange engaging with fans of Twitter, Otis could not speak highly enough of the co-owner. He followed: “It was absolutely superb, the fact he wants to hear what we think. You can see the passion he has for this club; he comes on the pitch after the game and hugs every player and then goes and talks to the fans.

“The only problem is that the people replying to his tweets already go to the games, we need to talk to the people who don’t come, it is about exposure and opening their eyes to how good the experience is.”

Rugby Union was rocked last week by the suspension of Premiership club Worcester Warriors due to financial instability and debts up to £25m forcing them into administration. However, Otis was not worried that Sale could go down the same route. “In reality it could happen to anyone, but Simon and Ged really care about this club, and they want what is best for Sale Sharks.

“It is no secret that rugby clubs are losing money, but when you see the way Simon, Ged and Michelle (Simon’s wife) stick by us and turn up to every game, it does ease those worries.

“If Simon or Alex (Sanderson) see Matthew they will always come over and say hi and have a chat, and that is why I love the club so much.”

Sale Sharks recently launched a new marketing game, targeting Greater Manchester tram stops pushing upcoming home games. The hope is that the club can fill the 12,000-seat capacity Salford Stadium.