111 Comments
User's avatar
Peter's avatar

Thanks Danny for sharing this. My reaction? What „they“ say makes sense. As many have written on this platform the concept/project/strategy is one we can get behind and indeed do. It’s the execution and - until now - the terrible communication strategy. Your piece certainly is an improvement on the latter so well done to you both for getting it done. I’ll leave it to others to look for contradictions or inconsistency in their argumentation. What I like about this is their ambition: their view of where our club „should“ be. The other thing is that you were impressed with their humility, humanity and willingness to accept mistakes. The two - ambition and the willingness to learn from mistakes - go hand in hand. Without wanting to come across as a pompous twat (too late I hear people cry) the success of our culture and civilisation is built on a readiness to self-correct. Without this no project will succeed in the long term. So their awareness that they may not always get it right is reassuring. Reading between the lines they come across as genuine. I’ve worked with and for many a bull-shitter in my time but they seem genuine in their passion and in their vision. One hobby horse of mine is the way everyone, especially the media but also the fans, throw around the 1.5 billion number. Let’s look at this realistically. The new owners came in not only after a black swan event (sanctions) but also and after the secular decline of the Roman era. Anyone in that position would have needed to spend big in order to stand still, never mind catch up. Everyone in that position would have made bad purchases early on, especially when working on the fly and without the sporting infrastructure. Perhaps it’s because I used to work in a world with big numbers but people should really stop fixating on that bloody number. I know it’s hard cash and it’s not chicken shit but a great part of it was the price of the entry ticket to get back to the top table. We’re of course not there yet but we could be there soon; and if so more quickly than Arsenal or Liverpool achieved the same in recent years as they attempted a similar renaissance. As for Enzo Maresca, I’m on record as wanting stability and so would have been happy for him to stay for a third season so long as we achieved champions league football again this year (no mean feat btw). But I feel we’re well rid of him in spite of his undeniable talent. Too thin- skinned and too much of an eye on being Pep‘s successor. I hope they hire him. Haha!

Christian Margetts's avatar

Thanks for the article. For me there are no illusions left about the ownership. We should be united in only one cause - to get them out of our club. From Tuchel to Rosenior in four years defines the state of Chelsea just about as well as anything else.

Colin Davis's avatar

That’s a really helpful & encouraging article. Thank you. It does clarify many of the questions I e had regarding the upper echelons of the Club & their attitude & accountability. It’s good to know those things are there. Tbh we probably needed them to be a more transparent with this stuff a good while ago.

However like anything else that is a results based game, time will tell. Thanks

Matt Johnson's avatar

One thing that keeps standing out to me is how much this all feels like classic private-equity risk culture showing up on the pitch. PE systems are built to avoid visible mistakes. Careers don’t end because someone left upside on the table, they end because something blows up. That naturally creates a “don’t screw up” bias, where decisions skew toward being defensible after the fact rather than optimal in the moment. Chelsea’s structure feels very much like that: heavy process, lots of internal logic, and an emphasis on protecting assets first.

You can see it most clearly in how medical and performance input feeds into selection. Medical teams are always incentivized to be cautious. Clearing a player who then breaks down is a clear failure, holding one back is a counterfactual no one can disprove. Without an explicit counterweight, that conservatism becomes the default.

The best teams solve this by assigning risk ownership. Klopp and Pep don’t ignore data, but they do act as governors who are willing to say, “I own the downside if this goes wrong.” Chelsea’s setup seems to lack that final arbiter. Decision rights exist, but risk ownership doesn’t, and that pushes the whole system toward error avoidance rather than maximizing upside in the moments that actually decide titles.

Peter's avatar

Very well put

Craige Coren's avatar

Danny, Luke and Si …… whatever the circumstance is that led to this meeting and this discussion thank you. Thank you again for sharing this information. From the silent majority who appreciate the efforts without criticising for the sake of it? It is appreciated. No one is saying what they said is perfect and no one is 100% buying into everything but thank you for getting the opportunity and providing us with the insight. ….. good, bad or indifferent.

Nick Gage's avatar

I am concerned you are just becoming a voice for the management which is what the 5th Stand does. We have heard all this before. How many transfer windows have they had as they said judge them after 4! We are 17 points behind Arsenal at the moment and on to another coach, no front of shirt sponsor and nowhere with the stadium. It’s your job to hold them to account and not be their mouthpiece. They are custodians of the club and given how long they have had and how much money has been spent it’s just not very good. As a Chelsea fan I really want them to succeed but another lot of club PR isn’t going to make me feel any more confident or trusting. I think SPTC needs to address some of the concerns expressed by others here about independence.

Ozboy's avatar

Thanks for posting . Not sure I learned anything new though and that is not a criticism. For reference my background was investment banking research where I held a good job for 33 years. Mention that because one interviews senior management many times on company results good and bad. They always have an agenda. I used to tell my juniorbugers dont listen to what they say but ask why are they saying it.

Anyhow they can’t and won’t tell you anything different. All you can do is use the meeting to see whether they believe it and improve your knowledge on whether they can accomplish it. And the vibe you get is hard to communicate to others and you can easily fall under the “reality distortion spell”. It’s hard to be an external analyst, to add value beyond reporting.

Kris Petrov's avatar

Guys, thanks a lot for the info on the meeting. I'm rereading it and I really can't agree with almost anything said. This is pure horsesh*t propaganda relayed to us. It's your choice whether you want to believe or not but I'm not going to accept any if this. Simply incompetent, deluded or insane to me.

Just laying the facts since the takeover again and again and it bugs my mind how in the world they couldn't do at least a little better than this. Everything said sounds like PMs parliament talks. I pray for our club hoping a huge change will come soon.

For those still believing in Clearlake and their puppies (not the project), I hope I'm wrong with this statement but I doubt it.

Kirti's avatar

These are my thoughts on the BlueCo sporting and financial model for 2027/28. Lots of estimates. By the summer of 2027, the Chelsea first team is the realization of the "BlueCo Industrial Complex." The high-cost, high-amortization signings of the 2023-2024 era have been purged, replaced by a core of players who are now entering their prime but still carry low "Book Values."

A possible Starting XI for the 2027/28 season, built on the financial and sporting maneuvers we have analyzed.

The "New Era" XI: 2027/28 Season

Formation: 4-3-3 (Fluid attacking system)

Player

Age (in 2027)

"BlueCo" Origin

GK

Mike Penders -21 years

Refined at Strasbourg (25/26). Replaces Sanchez.

RB

Reece James (C) -27 years

The "Standard Bearer" / Bridge to the old era.

RCB

Aaron Anselmino 22

Returned from Dortmund loan (25/26) as an elite CB.

LCB

Levi Colwill 24

The homegrown foundation.

LB

Cucu / Jorrel Hato 21

High-versatility "inverted" full-back. Hato - jury is out. Can be replaced though

CDM

Moises Caicedo 25

The £115m anchor (Now 50% amortized).

CM

Enzo Fernandes or Camaviga (if swapped with RM)

The "Controller."

CM

Kendry Páez / Santos 20

The "Strasbourg Graduates." Integrated in 2025/26.

RW

Estêvão / Quenda 18-20 years

Chelsea's "Crown Jewels."

LW

Cole Palmer 25

The creative engine.

ST

Delap / Samu/ Emegha

Ideally if we can get Samu for Delap

Key Bench/Rotational Depth:

Joaquín Panichelli (24): The high-volume "super-sub" striker from the Strasbourg pipeline.

Mamadou Sarr (21): Rotation at CB, providing height and ball progression.

Josh Acheampong (21): High-level backup for Reece James.

Liam Delap (24): If retained, provides the "Premier League Grit" off the bench.

Sporting Analysis: Why this Team Wins

Technical Dominance: With Enzo, Páez, and Palmer on the pitch, Chelsea maintains 65%+ possession against almost any opponent. This reduces the defensive burden on the young CBs (Anselmino/Colwill).

Physical Profile: Emegha (1.95m) and adding Sarr (1.94m) to the defensive rotation solves the "Set Piece Weakness" that plagued the 2023–2025 era.

The "South American Magic": The 2027 season is the first where Estêvão and Páez are no longer "prospects" but established world-class starters.

The Financial "Golden Ratio" of this Squad

By 2027, this XI represents the peak of Clearlake’s EBITDA Optimization:

Low Amortization: 6 of the 11 starters (Penders, Anselmino, Hato, Páez, Estêvão, Emegha) were signed for relatively low fees or through the pipeline, meaning their combined annual "book hit" is less than £20m.

Wage Control: By purging the "Legacy Stars" (Sterling, Nkunku, etc.), the total wage bill for this XI is approximately 40% lower than the 2023 squad, despite being more competitive.

Resale Value: Every player in this XI is under 28. In 2027, the Market Value of this lineup would exceed £850m, while its Book Value would be less than £350m.

Strategic Conclusion: This is a "Zero-Waste" squad. Every player is an asset that is either performing at a world-class level or appreciating in value.

Lord Theo of Hove's avatar

The more I think about this article, the more uncomfortable it makes me feel, about the club, and maybe even about this site.

Clearly that Chelsea media machine is even more powerful than I imagined, and with a longer reach.

Kris Petrov's avatar

I'm with you man. I shared the same feelings.

Lord Theo of Hove's avatar

I would be interested to know who in the leadership team was actually spoken to? Also, they said everything you'd expect them to say, but that does not make it true.

Cameron Noonan's avatar

Nice with some inside information and always appreciate the work that all you guys put into this publication.

I can’t help feel that the information relayed during the meeting is very similar to the puff pieces we’ve become all too accustomed to reading since the takeover. The positives were your impressions of their passion and knowledge. The negatives were the excuses and need to positively compare our decision making to other clubs who are all doing better than us as things stand. Simple arguments such as PSR and UEFA constraints are only in place due to the excessive spending on mediocrity (100 mill on Nacho & Gittens). The other point of breaking the structure if the opportunity presents itself is also flawed as we’ve already witnessed first hand how these opportunities have presented themselves and how we’ve fumbled them (Olise being the main example).

Whilst I can’t complain about the lack of info regarding the FOS and stadium as it’s not their department, I also can’t help feel that this type of communication should be made more accessible by the club as opposed to withheld for a small corner of the internet. The club has lost a lot of faith and engagement from a huge amount of match going fans and the older generation (multiple members of my family included). This summer is not just an opportunity to put things right with regards to the squad, but also in terms of clarity from the ownership regarding stadium plans and the overall direction of the club.

Mike's avatar

Enjoyed this article, thought it was a really good read. Cheers for this lads.

Andy Setterfield's avatar

I particularly loved the bit where they said it was down to the manager how long he played a player returning from injury where the medical department said he was fit only for 45 minutes.. i.e. he could start him and play him for 45 mins or bring him on at half time oh and by the way we havent been picking the team. lol lol lol.

I ask you have you seen the look on Palmers face being subbed at 60 mins supposedly because the medical department said that's all he was good for.

Its good that the three of you tried and got a face to face but the article reads like a club briefing i.e. we will see you but you have to print what we tell you.

I've been in meetings where you just know that when you walk out the door the people behind you are asking each other "Do you think they swallowed it?"

The important thing is you tried.

Ah btw the Rosenior got 3 pts on his licence and a1k fine for speeding because the speed awareness course he was booked on went ahead without him due to his plane being fogbound.

I really hope he is luckier in the dug out.

Craige Coren's avatar

Andy, we can’t have it both ways. There has been a lot of congratulations for the way they have managed Reece James. We are seeing the benefit of it. Hopefully we’re now also seeing the same with Forfana. Whilst I have no preventative concrete information, I am sure that Palmer knew what the circumstances were and was just disappointed that his time was up. Let’s be honest he does need to get back to full fitness because until he does, we’re not gonna see the true Palmer which we haven’t done since his return as of yet. The upgrade in the medical department is something we should be praising and if that controls the game time or certain players and keeps them fit then that I see as a positive.

Andy Setterfield's avatar

Craige I was pointing out the contradictions in what amounted to a press release, eghbali and co can’t say the manager picked the team and then say well actually we use the medical team to govern what minutes some of the players can do, leaving the manager to take the can when he follows the medical teams instructions.

We all know Palmer needs minutes to recover his form and fitness and frankly he’d run if he could on an empty tank all day.

Maresca. However it appears was having to sub out his best team and the fans were saying why? Now we know.

So if he wasn’t allowed to use his own judgement is it any wonder the form dipped in December because of part time players and injuries?

Andy Setterfield's avatar

Btw if I had a £ for every time you said to me “I guess in this instance we will have to disagree” my piggyback would be full now lol

Craige Coren's avatar

I guess in this instance we will have to agree to disagree. I don’t think any manager taking the advice of the medical department and protecting players for the long-term is influencing the picking of the team in the way that you suggested by so many. The welfare of the players when we have had no preseason and I’m going to play 120+ games over two years plus international is makes total sense to me and seems to be working throughout the squad which is in better health generally that it was two years ago. Enzo not being able to pick the team, or the SDs having influence on who is picked is what is being suggested by many which I just don’t get or believe. I don’t know what happened at the end of the day between Enzo and the ownership /sporting directors but the one thing I think has happened as he knew what the vision was and he decided he wanted to adapt it 18 months in if not earlier

Andy Setterfield's avatar

Just remember they have more or less admitted it… an Eghbali doesn’t change its spots, this issue will raise its head soon enough under Rosenior when he realises he is the whipping boy.

I wish him well I hope he fulfills his potential even with one hand tied behind his back.

I just wonder what it will take for some people to realise the SDs have a modus operandi and they won’t change.

I’ve explained what I meant Craige which it’s clear from your first reply you didn’t grasp.

Craige Coren's avatar

Mate thanks. I read your comment again. I also agree that the SD's have direction given that the ownership want. That is clear but not to all. (no including you). Everytime the SDs take a hot people forget they are im plimneting the companies and the bosses instructions and have been emplyed because theya are like minded. Most on this forum have probably been there. I still stand firm that ny manager not following the medical departments advice (instructions) in this day and age is doing the player and the club damage. I dont see this element as dictating who can play and who cannot not but protecting our assests. All good mate, always like sharing / swapping thoughts with you.

JordanF's avatar

I find it absolutely comical how much you yourself talk about seeing through club briefs and so on, yet sanction this article?

This whole thing reads as though the author has been taken in for a meeting and brought onside after feeling grateful for being behind the curtains so to speak. Not a single probing question about massive issues, no push back on soft questions or soft answers. We’ve learnt absolutely nothing new from this and all it’s done is try to portray those at the club in a better light.

Please don’t entice us with insightful articles then present us with this BlueCo sponsored kibble.

Jon's avatar

They've seen the magic PowerPoint 😂

JordanF's avatar

Must've been some potent stuff. Usually Si is very earnest and up front with us, but this article makes me wonder what they've really said to them in the meeting because if it's as what's written in this article, I cant understand how anyone could walk away from that meeting satisfied and excited to pen an article to help the higher ups.

Jon's avatar

I don't doubt Si/Luke's motives. But I do think it's easy to get overwhelmed when you're speaking to people who speak well (which we know they do), especially when you've been critical of them - a lot easier to do that online than face to face.

As someone else mentioned, it also helps when they're stroking your ego by giving you the time in the first place (not a criticism, that sounds ruder than it's meant to be). All the guys can really do is take their word for it and decide if you believe them or not.

That's a lot harder for us. Without knowing who was spoken to, what questions and more importantly follow up questions were asked, it's hard to take the answers any more seriously than the other articles we read. An interview style article with questions and answers would have been a lot more impactful.

Lance's avatar

“Next Year” FC….. Thanks for the article Danny and Si, well written; however, the sporting team is still incompetent in almost every fan, pundit, and rival’s eyes. The apparent lack of accountability over the past 3 years 8 months is SNAFU and to be expected from this lot.