It is fair to say that Middlesbrough is very much a small town football club, yet Steve Gibson and Keith Lamb have this year seen fit to operate in ways that mirror the actions of a large corporation, ripping the heart and soul out of the fans that keep it afloat.

The last 10 years have seen unprecedented success at Boro but paradoxically, crowds have continued to dwindle at an alarming rate. Factors that have conspired to have an adverse impact on gates relate to the general disillusionment of the Riverside faithful, contending with a brand of football, tactics and formations that in all honesty caused most fans to cringe and wince all too often.
'Gareth Southgate has done an OK job at keeping us up, but is that acceptable for a club that reached the UEFA Cup Final the year before?'


Add to that many, many half-hearted performances against lesser opposition and players benefiting from better contracts and ever-increasing salaries, and therein lies the problem. This weighs heavily on the minds of the average Boro fan who feels strongly that his hard-earned money is being squandered.

Coupled with a decrease in expectations post-Eindhoven, more and more fans are becoming disillusioned despite their unerring devotion to the club they love. Despite these negative factors and as an unemployed 24-year-old with an £8,500 student loan debt, I decided to pay £460 for the same seat I have had since the Riverside opened. I am a devoted Boro fan who only wants the best for the club that I love.

Keeping a watchful eye on what other Premiership clubs were doing to entice fans into their stadia, the announcement arrived that Blackburn were slashing their prices by an average of 25 percent and as a similar sized fan-base, everyone’s hopes were raised that finally we were set to get value for money with a well-deserved reduction in the cost of following our local club. Sadly this was not to be and it was only the start of things to come.

Now to be honest, I never really expected the incentives a lot of our fans were calling for. What I was really looking for was a gesture from the club that they actually gave a damn about us - £50, perhaps free entry to a home friendly or maybe a half-price shirt but even these smaller incentives were beyond the club management. Instead we get the usual spin from Messrs Gibson and Lamb.

"I am pleased to announce a price freeze which means that season tickets will remain at 2005 levels for a third successive season."

"In the current economic climate, I feel that maintaining our existing prices is the best way forward."

 "I believe this will ensure that a 2007-08 season ticket offers good value for money to fans while providing the club with the finances to allow us to continue to compete at the highest level."

In early February, pictures and rumours of a new Boro badge began to circulate. Sure enough, the club announced that the badge would be replaced, at which point we thought, well it can’t be the one that’s doing the rounds as it looks far too amateurish!

Sure enough, that was our new badge! Now we're stuck with a brand image that looks like it took five minutes to design. That aside, the club did put over a well-reasoned argument for the new badge.

“I’ve been pressing for the change of badge for some time now.”

“1986 is now more than two decades ago and we feel its time to move on from that and reflect our true, far greater heritage that stretches back as long ago as 1876.”

The problem is that it’s a poor design which looks like an Aston Villa and Everton badge mashed together by a primary school kid. By not consulting and involving fans in the final design, the Boro management have alienated a whole swathe of supporters who would otherwise have felt a great deal of ownership and pride in the new branding.

This is just another example of Boro management taking fans for granted. It comes across as totally arrogant an uncaring. Just another lost opportunity to win the hearts and minds of the faithful. Following this fiasco came the announcement that the home shirt would not have the classic white band across the chest. Once again, Boro management again upset the fans as they failed miserably to comprehend the mass popularity of this classic design element.

Does such blinkered decision-making do anything to endear fans to the club they love? Not on your nelly, mate. This kind of prescriptive marketing went out in the 70s when boardroom executives realised that the needs and wants of customers had to be taken on board if they were to drive up sales.

The final insult came with the surprising announcement that BBC Cleveland were being offered exclusive commentary on Boro games. This came as a complete bombshell to the vast majority of fans, as the Century Radio partnership of a unique Slaven and Brownlee commentary had become a much- loved part of the Boro experience for those unable to attend games. Century’s dynamic duo had even won an award for their commentary and were streets ahead of the monotone dialogue that BBC Cleveland’s pair of dullards offer.

The impact of this decision will surely be evident when the listening figures are published and shown to fall by a significant rate. Criticism of Gibson does not sit well with most Boro fans, especially by those who remember the very difficult times the club went through prior to 1986. This was before my time, so I am prepared to take a more hardened stance. Don’t get me wrong, Gibson has been a great chairman for us but before Eindhoven, we were in the greatest position our club had ever been in.

However, the impetus was lost once the chairman stated that he wanted a 'world-class manager'" who could build on our success. Instead, we got stuck with a former defender without any management experience. Again don't get me wrong, Gareth Southgate has done an OK job at keeping us up, but is that acceptable for a club that reached the UEFA Cup Final the year before? I don’t think so. Does Mr Gibson?

Then comes another ill-advised statement from the club just days before the season ticket renewal deadline:
“I honestly think we have a chance of pulling off one or two spectacular signings which will excite this town and this crowd.”

Do you honestly think I believe you, Mr Gibson? I saw this as a pathetic attempt at encouraging the fans to renew their season tickets. I really expect better from a chairman who is looked on as the 'saviour' of our football club.

Boro is feeling less and less like my club and more and more like a soulless business that doesn’t give a damn about those who make the business a success. News flash: Boro management, you are driving your customers away!

It's time to get off your backsides and start talking to the fans and give us a club that we can have pride in and feel a part of. With the rise of the Twelfth Man and websites like Smogchat, the opportunity is there to work more and more closely with fans, to understand our feelings and expectations and act upon them.

If Boro management don’t, there are only two likely conclusions:

1. Crowds continue to fall and we are unable to compete at the top level and relegation looms large.

2. Sell to a foreign invester, just like other clubs are doing.

Stop messing with our unerring devotion, Mr Gibson, and put a stop to our disillusionment;. You have been warned! My hopes and aspirations are still strong but the choice is very much yours, Mr Gibson.

For more Boro news and views, check out SmogChat.com