David Sullivan is the proud owner of Premiership football club West Ham United, who will soon be moving into the 54,000 capacity Olympic Stadium. His journey to riches and controlling the club he supports has been somewhat unconventional - but it all began at Queen Mary.
Mr Sullivan made his millions in the adult industry and admits he was a little naive with regards to the stigma attached to his business. However, it is fair to say he has little regret considering the fact he became a millionaire just 3 years after graduation.
Sullivan insists “it was a very easy market as it hadn’t been exploited and the people in it were like old gangsters so if you had a bit of marketing skill and some brains you could slice right through it and make bundles of money”.
Undoubtedly, Sullivan is a very shrewd and intelligent man. He achieved 3 As at A Level before veering away from the likes of Oxford and Cambridge in the hope of a less ferocious three years at university.
He eventually decided to follow his brother to Queen Mary to study Economics. “Queen Mary was a really good college”, he said, “they call them all universities now to cheat the stats, but they’re really polytechnics called universities”.
The Hammers’ chairman certainly reflects back on his time with mixed emotions. Whilst he gets a warm feeling if he returns to the area, an issue which resulted in him narrowly missing out on being one of the only students in his subject to get a First still bothers him.
“Unfortunately we were taught the wrong maths syllabus and with 3 weeks to go our stupid, stupid young teacher said I’ve taught you the wrong stuff and I’ve now got to teach you 2 years in 3 weeks” he said. “I would have got a First had I been taught the right syllabus. I’m still bitter! Even 43 years later I’m sour about it”.
Whilst being happy he did the course, Mr Sullivan concedes that university probably wasn’t the best years of his life - and he’s certain that the six boys to one girl ratio in the economics department played a big part in that!
Sullivan had a fair amount of involvement with the Students’ Union during his time. “I was chairman of the economics society”, he said. “And I ran for President but they disbarred me because I was going to win! Because the Economics department was down the road then it was scary for them that someone from outside the main university could win”.
In terms of sport, Sullivan trained with the University of London boxers religiously during his second year, but he is more grateful for what he avoided rather than what he gained from the experience. “One night we were due to fight the British army who would’ve absolutely mutilated us”, he said, “it got called off for some emergency - I look back now and it was like a miracle! It would’ve been like slaughter!”.
Despite earning such a fortune so shortly after graduating, Sullivan does not underestimate the challenges faced by current students. He described the ‘work-for-free’ and internship culture as appalling and admitted it was far simpler for him to find employment in his time.
With so much money in the bank, Sullivan came to a point in his late-twenties when he questioned what to do with his life. After exploits in race horses and independent films (as well as an early attempt to get on the board at West Ham), Sullivan purchased Birmingham City FC with business partner David Gold.
“We bought Birmingham to have a hobby and a bit of fun”, he said, “that’s one thing money allows you to do. But the fans knew we wanted to be back in London and, despite being there for 17 years, they didn’t really respect the job we did until after we left”.
After finally taking over his beloved West Ham in 2010, again with David Gold and Karren Brady, Sullivan claims the West Ham fans have been far more appreciative of his efforts, especially the initiatives like ‘kid-for-a-quid’ and other attempts to “put a bit back into the community”.
A little unsatisfied, he hopes that even better times for West Ham are just around the corner, and is clearly itching to progress further. But he is very happy that he and David Gold have managed to secure the Olympic Stadium as the Hammers’ new home ground.
“I think it’ll be fantastic”, he said, “I think we’ll attract new supporters and the atmosphere will be terrific. The alternative is an empty stadium - that’s no legacy. We’ll have a vibrant stadium that’s used all the time and the surrounding area will get a huge boom on match-days. The legacy will be jobs, usage and the fact that every time people come they’ll think of the Olympics - mentally there will be a legacy”.
It has been reported that the extra capacity will allow West Ham to offer tickets at a very reasonable rate in comparison to the average fee for a Premier League football match. Ticketing initiatives involving local schools and colleges are inevitable and Sullivan insists Queen Mary could be a part of that.
Surprisingly, with so many universities in London and Queen Mary just five stops away from Upton Park on the District Line, the student market hasn’t been particularly fruitful for West Ham. “We’ve tried cheap deals where students would have to produce an NUS card and we only sold a handful of tickets. I used to go when I was a student so I thought they would watch football - it’s a market we will continue to work on”.
Another market Sullivan is keen to penetrate is “English-Asians”. He explained that much of West Ham’s core support had now moved out further into Essex and that many areas of East London had become far more multicultural and “many of those living there don’t support football”.
“We are attracting small numbers”, he said, “we do have some Indian and Pakistani season ticket holders of all ages and a few corporate clients but we would love to become the club that English-Asians supports in London and that is probably our next big challenge”.
At the age of 64, Sullivan shows no sign of slowing down. His memories of Queen Mary are still incredibly detailed and vivid but his mind is certainly in the future as opposed to the past.
“They’ve never invited me back for an honorary doctorship or anything” he said, citing Karren Brady’s honorary doctorate with a little envy. Perhaps Queen Mary should be looking to to form a better relationship with this member of their alumni who is bringing accessible Premiership football even closer to their doorstep.
This article was written for QMessenger (http://www.qmessenger.co.uk/2013/10/515/), the student newspaper for Queen Mary , University of London
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