Why the Reebok was the best move Bolton Wanderers ever made

Tuesday August 19th, 2008

Exhibit A: Oldham, Swindon, Barnsley…

Taking up the theme of yesterday’s post about attendances, Georgyw complains on The Bolton News forum that “it was a big mistake to build the Reebok out of town. He (Phil Gartside) must admit his error.”

Quite rightly, the responses take Georgyw to task, but I think it’s worth exploring this point further, particularly as the tenth anniversary of Bolton Wanderers’ move to the Reebok Stadium came and went last year without much song and dance made about just how important it was in shaping the club’s modern history.

If you want to know what Bolton Wanderers would be like in 2008 if we were still at Burnden Park, take a look at Oldham Athletic, Barnsley and Swindon Town, who all tasted the Premier League at one time or another but failed to upgrade their infrastructure to match their top flight status.

In contrast, look at Sunderland, Middlesbrough and Derby (OK they had a stinker last season but they’ll probably be back in the not too distant future), who like Bolton have all been in and out of the Premier League but have managed to avoid sinking without a trace after relegations.

And would Ivan Campo, Jay-Jay Okocha and Youri Djorkaeff et al have signed for Bolton if the first thing they had seen was the Normid Superstore? I think not.

Fireworks at The Reebok Stadium, courtesy of d.nuttall on flickr

It’s easy to criticise modern stadiums for being soulless, homogeneous mechano sets. Yes, they all come with corporate sponsorship and McDonald’s and KFC for neighbours. But it’s better than having a supermarket at one end of the ground, right?

The biggest problems we’ve had at the Reebok is the club’s futile attempts to create an atmosphere. You can have as many drummers, singing sections (not a great success against Stoke, according to this thread) and cheerleaders as you want (am I the only one who felt uncomfortable watching grown men drool over half-naked teenage girls?), but the fans just want exciting football and good results.

I never understood why they insisted on playing “I Feel Good” after the Wanderers scored. It’s the same with those ridiculously contrived celebrations they have at the Carling Cup Final. The one time you definitely don’t need encouraging to get behind your team is when they’ve just scored a goal or won a trophy. Playing “Rocking All Over The World” just ruins the moment.

This thread suggests things are getting better, and this blog indicates the club is doing pretty well in terms of offering value for money. But I still think fans would happily forego half-time entertainment for more entertainment during the game itself.

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