Midway through last season, Andrea Radrizzani made a bold prediction to an audience at WebSummit, the tech conference, which immediately raised eyebrows among Leeds supporters.
The Leeds chairman was on stage mostly for a discussion about Eleven Sports, his media group, and the future of sports broadcasting. But towards the end he was asked a couple of questions about Leeds United.
At the time they sat 17th in the table. A “very difficult” position, Radrizzani admitted, but a blip rather than a sign of things to come. Marcelo Bielsa retained his “unconditional” backing and once their slow start was overcome they would begin progressing towards the top six.
“This year it will be very difficult to stay in the Premier League but if we stay up this year we can do much more next year, reach the top six over time and hopefully start to renovate the stadium and grow this club,” Radrizzani said, swiftly drawing ire from fans.
Leeds did stay up - just about - but Bielsa, who remains adored by supporters, was sacked two weeks after Radrizzani’s comments and was replaced by Jesse Marsch. At the time they sat 16th in the table but that marked just the beginning of their spiral.
How ridiculous Radrizzani’s top six aspirations read now as Leeds look to Sam Allardyce to bail them out of another grim relegation fight following a season that began miserably and has continuously found way to become worse.
Marsch, who appeared to carry a chip on his shoulder from the off because of tired Ted Lasso references, clung on longer than he showed thanks to the odd rabbit being pulled from a hat but neither his vision and the players signed to fit inside his desired system won results or confidence from fans.
His replacement Javi Gracia was an unmitigated failure, lasting a dozen games across 70 days with just three wins, the nadir arriving when Bournemouth trounced them 4-1 on Saturday.
But the problems extend far beyond the dugout and arguably the most fascinating aspect of their collapse has been the departure of Victor Orta after six years. The director of football had as many hits as misses but there at least appeared to be a clear plan that, at its peak, was impressive enough to convince Bielsa to take over a second-tier sleeping giant and lead them back to the Premier League.
Except more recently there have been an unsustainable amount of duds from Orta. The sales of Kalvin Phillips, an occasional member of Manchester City ’s supporting cast, and Raphinha, playing a significant role in Barcelona ’s charge to a La Liga title, brought in more than £95m that has been reinvested really badly - on young players with talent but insufficient inexperience who have mostly looked too lightweight for the Premier League.
"I am deeply saddened by the way that this chapter closes as Victor has been responsible for some of the best moments of my time,” Radrizzani said.
Yet beyond the suboptimal running of his football club, another answer from Radrizzani on that Lisbon stage 18 months ago provided clearer insight into his big picture view.
"Leeds United, like Eleven and many other businesses in my life, are always a challenge,” he began. “All my life I've been seen as an underdog, people haven't given me credit every time I've started something. People tend to say 'It'll crash, it's football so it'll lose money.' I invested about £100m in buying and rebuilding Leeds United in the Championship.
“The value is now probably four times higher. People think sometimes I'm crazy to do this investment but it is rational because with the right people and management it can be rational. Give time to flourish the project and we can achieve things.”
Radrizanni was correct with his evaluation and that makes he Allardyce roll of the dice such a major gamble - because the chairman’s potential big pay day will be severely diminished in the event of relegation.
The San Francisco 49ers group, which presently owns 44%, has a deal to buy the club that would place its valuation at almost £500m. Their agreement expires in January of next year, though there are suggestions that a deal could be completed in the summer.
They would still be keen on taking complete control of the club in the second tier too but - here is the problem for Radrizzani - that figure would sink massively, potentially to about £150m, in the event of relegation.
With Allardyce’s first of four “cup finals”, as Radrizanni predictably called them, to come against title favourites Manchester City followed by Newcastle, West Ham and Tottenham, however, a place among the Championship’s top six next season looks more likely than a top-flight charge for a club that has again been derailed by a series of bad decisions.
