Mike Ashley has pledged that Newcastle United is not for sale “at any price” until the club win a major trophy or qualify for the Champions League.
Shortly before kick-off against West Ham United at St James’ Park the usually determinedly non-communicative Newcastle owner astonished aides by striding into a television interview suite and speaking to Sky Sports. It was the first televised interview the billionaire Sports Direct owner has given.
If the fact that the customarily casually dressed Ashley was wearing a collar and tie came as a shock, his words proved equally startling. After accepting responsibility for the fact that Newcastle began the game possibly requiring a win to avoid relegation he promised significant investment next season.
“I didn’t anticipate we would be anywhere near this situation,” said a nervous-looking Ashley. “After the last couple of weeks I’m still a little bit shocked about where we find ourselves today.”
Asked where the responsibility for their slump down the table lies, he replied: “At my door,” before vowing to start spending. “I will continue the policy of investing in the football club,” he said. “We’ve got the club on a very sound financial footing so we are able to spend, and punch above our weight thanks to the current financial situation the club finds itself in. We may have the cart but we now need to bolt the horse on and we are going to.”
The owner then made a startling volte-face: “Now [my intention] is definitely to win something – and by the way, I won’t be selling it until I do,” said a man whose previous policy had been to instruct his managers not to prioritise cups. Although Ashley did not count a possible promotion back to the Premier League as winning something he did include Champions League qualification.
Asked whether the club could be for sale, he said: “Not at any price. And when I say ‘win something’, if we ever get into a position of being in a Champions League place, that also qualifies as winning something.”
Pressed on his plans, he stated: “To be categorically clear I am not going anywhere until we win something.”
