Setanta & The Blue Square Premier

5 By Ian  |   The Ball  |   June 11, 2009  |     8

Setanta may not have actually stopped breathing yet, but the last rites are being read in the media. It now seems like only a matter of time before the plug is pulled and the company disappears from our (well, some people’s) screens forever. This, however, doesn’t come without consequences and the hardest affected clubs are likely to be those that can least afford it, in the Blue Square Premier.

Setanta has been pretty kind to the BSP. In a league in which many players are still part-time, the average BSP club has been receiving around £80,000 per season from the broadcaster, plus £7,000 for every live appearance at home and £3,000 for every appearance as an away side.  Cambridge United, for example, were on Setanta eleven times last season and the total loss to them will be in the region of £125,000.

This is a sizeable amount of money for clubs of this size, making up anything up to one-third or more  of most club’s wage budgets. The tap has now been pulled on this source of income and, just with Football League club in the immediate aftermath of the closure of ITV Digital in 2002, there is a real concern over how that gap in funding is going to be plugged. The clubs that have so far stuck their heads above the parapets have stated that they can remain solvent without this money, but the extent to which non-league cubs are incompetently run is common knowledge. The £125,000 question, therefore, is this: how many BSP clubs have already spent the Setanta money that it is now unlikely that they will ever see?

Official confirmation came last night that the channel had suspended any further subscriptions “as a precaution”, which only serves to further the perception that the end game is well into full swing. For the clubs of the BSP (and, to a lesser extent, the clubs of the BSN and BSS), the question now has to be whether they should take a different approach to negotiating their television sales in the future. Trying to cling on to the coat tails of the money pouring into the Premier League from Sky Sports clearly isn’t working.

I have said on here before that television is a dying medium, and this is a truth that will, in the fullness of time, come home to roost for the game as a whole. Non-league football has an opportunity to blaze a trail that could end of being a template for the game in general. Many years ago, when football first started to link up with television, many (if not most) people within the game confidently predicted that television would be the ruin on football, but not for the reasons that have come to pass. They predicted that television would have a catastrophic effect on attendances at matches. The truth, however, is that the opposite has happened.

League football went live on the television in 1983, in no small part because clubs were by this time so desperate for money that they had no alternative but to agree to what the television companies requested. Attendances at matches had been plummeting for years prior to that and bottomed out in 1986, but then something that few people were really expecting happened. They shot up. They have risen back to the level that they were at in the early 1960s, which is a remarkable achievement.

Television coverage of football has, however, stood still. Two pundits and a presenter, a commentator and summariser. The one area in which Setanta properly distinguished itself was in its BSP coverage, with interviews with managers during matches and showing the team talks before the match and at half-time (which, in itself, blew the lie that team talks were some sort of confidential meeting that should be hidden from view wide open). Television coverage used to be expensive, but it isn’t any more. A handful of good quality cameras and a little application, and the BSP could… do it for itself.

Internet, the television and football have a chequered history, but there is little doubt that, if people see the coverage, they will go to the matches. The Unibond League had a go at this a couple of years ago, but outsourced the rights to an amateur organisation which made a hash of it and did little more than irritate supporters and clubs alike. If managed properly, however, it could raise the profile of the league inexorably. Television and computer technology is likely to merge further and further over the next decade or so, and the BSP might even steal a march on the bigger boys.

If this seems unlikely, then consider the alternative – selling the rights back to Sky for a pittance and continuing to alienate people as they shunt matches around the schedule. With a near-monopoly on matches being shown, the BSP would be pushed to the back end of the television schedule. More matches on Thursday nights and Sunday evenings would be likely. The Football Conference should look very closely at the amount of money – if any money at all – being offered to them, and should consider very closely whether it might just make sense to go it alone for once.



Ian began writing Twohundredpercent in May 2006. He lives in Brighton. He has also written for, amongst others, Pitch Invasion, FC Business Magazine, The Score, When Saturday Comes, Stand Against Modern Football and The Football Supporter. Ian was the first winner of the Socrates Award For Not Being Dead Yet at the 2010 NOPA awards for football bloggers.

  • June 11, 2009 at 11:32 am


    You’d like to think that most clubs held over some of that cash for long term strategic investment. That way the League could consider some sort of independent online/on demand service.

    However, I imagine that most of the money has already been spent, including the revenue yet to come. I’m afraid it might be ITV Digital all over again.

  • June 11, 2009 at 2:01 pm


    An honourable plan, but it requires some forward thinking by the suits who run this level of football, and I think we all know this is never going to happen. They are clueless at the ebst of times, and asking them to see the demise of Setanta as an opportunity to blaze a trail is akin to asking my cat to play the keyboard.

    What do you mean someone’s already done that?

  • June 21, 2009 at 8:41 pm


    Whilst internet and newer media technologies could make the lower leagues more accessible and popular I doubt it can solve the fundamental problem. These clubs are low down the pecking order for a reason; they just don’t have the large fan/customer bases that advertisers want and need and as a result any technological advantage they achieve is only likely to be short-lived.

  • June 24, 2009 at 11:00 am


    They have finally stopped breathing so full steam ahead with an alternative.

    My suggestion – a service similar to the old Prem Plus – Blue Square Prem Plus – where the subscriber pays up front for all home matches of any given team – say £50.00 per season – would help exiles like me unable to get to home matches. In addition a facility to buy one off matches from the home club when my club is visiting – say a fiver per match.
    Local radio already provide splendid audio commentary via the interned for their local teams and I believe all clubs have their matches video’d. It should not be too difficult to match them up.

    Keep up the good work BBC Radio Oxford.

  • June 27, 2009 at 12:49 am


    Interesting coments from the BBC’s Mihir Bose about Setanta at

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