30 years ago | The Sugarhouse, Lancaster, UK | 25th November 1992
Not a picture from the night itself (it’s ”borrowed’ from the Sugarhouse twitter timeline) but this is exactly how I remember nights in the Student Union-owned nightspot – although slightly more out of focus, perhaps. I don’t know what was playing when this was taken but in my head, all I can hear is ‘Jump Around’ by House of Pain, ‘People Everyday’ by Arrested Development and perhaps a little smattering of ‘Dancing Queen’ by Abba.
So how is it I knew I was definitely in “The Shagga” this random midweek night in 1992, you may well ask. A diligently-kept diary? The law of averages? Not quite. Some internet research tells me that the following day (the 26th) was the date that Eric Cantona officially signed for Manchester United and I distinctly remember hearing “on good authority” from a fellow-reveller that the rumoured deal was done, while we were in the queue to get in.
Was this just a bit of alcohol-fuelled optimism that got lucky or was there really a direct line from Old Trafford to fist-year undergraduates in Lancaster? We’ll never know. All I can say is that the rumours were right and the next day, it happened and… …well you probably know the rest.
Anyway, let’s raise a 70p shot of vodka to the good old Sugarhouse: the site of many a top night out and perfectly situated for the kebab shop and bus stop afterwards. Cheers!
As a Wiganer, I don’t mind admitting I’m still getting over our 18-14 defeat to Hull in last weekend’s Challenge Cup Final. I feel I probably shouldn’t be so affected by it, these days – I’ve been here enough times before: in 1984 (crushingly), in 1998 (inexplicably) and in 2004 (rather drunkenly). I’d like to think that those experiences, plus of course the very many Cup-winning years (including the famous eight-in-a-row) would give me sufficient perspective to absorb the disappointment a little more adroitly.
Sadly, just like Tony Clubb’s doomed attempt for the line, it was not to be. Now, four days on, the anguish at the outcome has dissipated slightly. I know this because I’ve now come to believe that the scoreline was not, for once, the most significant statistic of the day.
Before I explain what I believe is, I should move to deny any stirring suspicions you may have that I’m displaying sour grapes or even revisionism. Of course I wish we’d won but the day highlighted an issue much more concerning than merely the non-adornment of yet another trophy in cherry and white – it’s an issue that has implications on the future of the sport of rugby league itself.
You may or may not have picked up on the story that the attendance of 68,525 was the lowest at a Challenge Cup final since its return to the re-built Wembley in 2007. There are a number of facets to this simple stat, together with a fair degree of context, to increase or reduce the level of alarm it elicits, depending upon your viewpoint. If nothing else, this is very much a matter of interpretation and opinion, which rather thickens the plot but also fuels the conspiracy theories. It all brings to mind the phrase, often attributed to Mark Twain who believed himself to be quoting Benjamin Disraeli (although no record of Disraeli saying it exists): “There are lies, damned lies and statistics”.
Before we go any further, is this story true and by how much is the figure lower than any before? According the BBC match report, the figure was “by some distance the lowest” but what does the data say? As ever, my friends at Wikipedia are a handy place to check:
So, there you have it: in headline terms, no different to last year (which was itself the lowest post-2007 figure) but almost eight thousand fewer again, quite a significant drop.
The chief reason for the sudden discrepancy appears to be the widely-quoted accounting change that for the first time this year, debenture-holders’ seats were not automatically counted as occupied, giving a more accurate figure. This is basically a way of suggesting that every previous new Wembley figure was utterly fictitious and that in real terms, this year’s attendance figure was no different to any other year. It all sounds incredibly convenient to spare any blushes the RFL may have – but can it be true?
At this point, most people would probably just shrug their shoulders and move on with their life but this requires a level of stadium geekery that I feel able to provide – and to some extent, corroborate. When the current incarnation of Wembley Stadium was built, part of its funding came from a debenture scheme (“Club Wembley”) in which holders were given a middle-tier seat for use at any event held at the venue – a sort of super season ticket. Inevitably, most of these were seen as justifiable investment by companies with an eye on the corporate hospitality opportunities they afforded and they signed up in their thousands. I know someone who did, a print supplier with whom I used to spend a lot of money. In 2011, as I was one of his biggest rugby league-following clients, he offered me his seats to watch that year’s Challenge Cup Final.
You can most easily see the seats in question in the ten minutes after the re-start in any home England football match as the mostly corporate inhabitants struggle to down their half-time pints until about the 55th minute. It was, I believe, at one such occasion that the seat-holders’ conspicuity by their absence provoked Adrian Chiles to give it its most scathing (and most apt) nickname: “the ring of indifference” – perhaps the most John Lennon thing he’s ever said. Anyway, as their debenture holders were seen as ‘customers’, it seems every official attendance at the new Wembley has counted each and every one of them, whether or not they were represented on the day by anyone in person.
I can only presume that in 2017, ten years after the stadium’s opening, the debenture terms have elapsed and different rules now apply. The good news is that 68-odd thousand is not really any lower than any other year so the “lowest attendance” story is (and I hasten to give this term the credence it ill-deserves) ‘fake news’. The bad news, rugby fans, is that for a decade, we’ve been kind of kidding ourselves about the true numbers. The case is perhaps most clearly made by this Getty Images picture, taken during the 2010 final between Warrington and Leeds. The official attendance that day was 85,217, purportedly less than five thousand people shy of a 90,000 full house and yet, despite the tightly-packed crowds in the upper and lower tiers, the whole middle tier appears sparsely populated.
Does any of this bean-counting matter, then, if it’s all built on a farcically inaccurate trend? Clearly, not as much as is being made of it – but it does beg the rather more fundamental question of why we’ve probably now had a decade of Challenge Cup final attendances that were ‘only’ c.70,000. In the days before the old Wembley had its capacity reduced to 70-odd thousand, finals regularly attracted crowds in the 90,000s.
Looking at the pictures from this year’s final, it’s easy to see that this year, the RFL knew the problem was coming. I’d already received increasingly urgent emails from them with various last-minute deals, including “£5 for under 16s”. On the day, this tweet of Wigan legend Martin Offiah in the Royal Box clearly shows the upper tier opposite ‘blanked off’ by decorative red*-and-white/black-and-white sheeting over vast swathes of the seating area which were not expected to sell.
*by the way, RFL, Wigan’s colours are cherry and white, not red.
What’s most interesting about this development is where the empty seats where. If you know Wembley, you’ll know the Royal Box is directly opposite the TV camera gantry. To the viewers at home, it would, for most of the time, seem as though Wembley was full. Depending upon your viewpoint, this is either a case of good PR or managed decline. It’s also something in which the RFL have a fair degree of form. Remember the 2013 World Cup? The opening fixtures were a double-header in the Millennium Stadium, Cardiff. My son Charlie happened to be a mascot that day and I took as many pictures as I could of him with the England and Australia teams as they lined up before the game. The attendance was 45,052, the capacity in Cardiff is 73,000, leaving around 28,000 empty seats for the organisers to hope no-one sees. From the picture below, would you care to take a wild guess which side the TV gantry is at the Millennium Stadium?
To be fair to the RFL, there are exceptions. For six of the last ten years, the Grand Final has attracted a 70 thousand-plus crowd to Old Trafford (nominally with a 75,000 capacity but slightly reduced for such occasions to allow a stage to be built on the South West quadrant for the pre-show live act). As a percentage of capacity, the Grand Final is now almost always in the upper 90s.
And then there was the success story that was the 2013 World Cup Final – a crowd of 74,468 which is still, I believe, the world record attendance for an international rugby league match. Much as I’d prefer to gloss over the fact that this game didn’t include England (thanks to both a piece of sublime magic and a last-minute try from New Zealand in the semi-final), the absence of the home nation makes the subsequent sell-out for the final even more worthy of praise for the organisers.
The common denominator to both these successes is, it’s safe to argue, the fact that they both took place at Old Trafford, Manchester, set almost perfectly within the very heartland of rugby league. Wembley and Cardiff, on the other hand, are not.
The point is, I would contend, strengthened further by the somewhat chequered achievements of the ‘Magic Weekend‘, the newest kid on the block of annual rugby league showpiece occasions in the UK. The reliance on compound attendance figures for these two-day festivals has more than a whiff of an initiative seeking attention via the biggest number it can lay its hands on, which is why I prefer to look at average attendances over the two days. Over the last ten years, the numbers have barely edged beyond plus-or-minus 10% of 30,000 per day. That sounds great, compared to a regular fixture (in 2016, Super League fixtures averaged 9,134) but for three fixtures in a day (and sometimes, it’s four), 30k seems like a case of negligible uplift. Add to that the fact that the fixtures for these events tend to be ‘marquee’ games like Wigan v Leeds or derbies like Hull v Hull KR which tend not to struggle for numbers when left to be played in their normal surroundings and the whole thing feels like it might just about be ‘washing its face’ and no more.
Of course, all of the above is not the be-all and end-all: the Magic Weekend adds a marvellous sense of occasion to those there, it helps to generate extra national press from a largely union-centric media and it ‘spreads the gospel’ further afield and all that but after all that effort, it’s difficult to claim that, empirically, it’s added even a single extra bum on a seat. Throw in the fact that the venues (Millennium Stadium, Cardiff; Murrayfield, Edinburgh; Etihad Stadium, Manchester and, latterly, St. James’ Park, Newcastle) are all much larger than 30k and you’re back to the same game of ‘hide the empty seats from the cameras’ – average daily occupancy has ranged from 40% at Cardiff to 67% in Manchester. Just how commercially successful is the whole enterprise, really?
It’s an important point to make because one theory I’ve read is that the existence of the Magic Weekend is the most likely cause of the trimming of Challenge Cup final crowds. An alternative away-day at which your team is guaranteed to play does seem like a slightly more appealing alternative to the more traditional, relatively vicarious pursuit of turning up at Wembley in your team’s colours “for the day out” even though two other teams are actually contesting the final. Having been part of the convivial, ‘rugby league family’ atmosphere, it would be a shame to see it lessened but equally, it takes a bit of fortitude to walk proudly down Wembley Way in a Saints shirt, for example, knowing you’re going to suffer a few hours of (mostly) light-hearted ribbing from the assembled hoards of Wigan and Leeds fans milling around outside the stadium when your team isn’t even there. As someone who must admit to being part of that ‘friendly fire’, I can confirm I’d think twice about taking the time and expense of going all that way not to see my team, knowing I’d be on the receiving end of it.
I think there are other factors. Bank Holidays are divisive things: enabling grand days out for many but also providing prohibitive alternative attractions which aren’t always easy to avoid, like weddings, long weekends away or, in my case, family holidays (I was driving home, trying to avoid being drawn onto the Péripherique in Paris, last Saturday, while asking for regular updates from Wembley on the BBC Sport app). Bank Holidays also seem to promise extra travel problems too. A terrible crash on the M1 and the closure of Euston station, last Saturday seem to be further invitations not to bother again, in future. I appreciate there were many finals held on the Saturday of the May Day weekend, years ago but was the Challenge Cup not equally well served by holding its final in the last weekend in April? It seems so: 94,273 Wigan and Halifax fans attended the 1988 final on April 30th, that year.
The mood music is not great, wherever you point your ear, though. Earlier this year, the RFL caused some consternation by raising the possibility that future Challenge Cup finals may not be played at Wembley, surely a red line-crosser for most fans of the sport. Even in Australia, the home of the dominant Kangaroos and the all-conquering NRL, all is not rosy in the garden. As in England, parochial imbalances afflict the sport there, with comparable constraints and similar initiatives to counter them. In particular, the go-to remedy to address the suburban Sydney clubs’ willingness to exceed their local confines is to play selected regular season games at the 83,000-seat ANZ Stadium, the cavernous-when-empty home of the 2000 Olympics. If you think the hastily-decorated bank of empty seats at Wembley signify problems in our game, wait ’til you’ve seen a round of NRL played before barely 10% occupancy and a veritable Southern ocean of blue seating blocks.
I’ll soon get over Wigan’s loss at Wembley, I’m sure – possibly as soon as Friday if we can bounce back and put one over on our bitter rivals from St. Helens. I’m also sure that this year’s Grand Final will attract around 70,000 or more again this year (hopefully with around half of them wearing cherry and white, again). The real litmus test will come the next time the game holds a showpiece away from the M62 corridor. The location of the 2018 Magic Weekend is, as yet, unconfirmed. The three most-attended incarnations have all come at Newcastle – albeit no single day there has ever left fewer than 12,000 empty seats – so it’s the most obvious choice. An outside bet may be the Ricoh Arena in Coventry: desperate for the money, tried successfully for home internationals in recent years and offering an achievable capacity of over 32,000. It would be a venue less likely to visually advertise any shortfall in ticket sales but its very selection could be seen as a tacit admission of the RFL’s desire to play safe and not over-extend.
As a fan, I wouldn’t be terribly concerned, either way, about the choice of venue for a round of Super League fixtures in late May. I would however worry what the implications would be of anything that could be construed to be ‘damage-limitation thinking’ on the future of the game’s oldest and noblest occasion. Wembley is a non-negotiable part of the Challenge Cup and more must be done to ensure it is filled on the one day a year our sport has it.