Sponsoring something (or someone) is the act of supporting an event, activity, person, or organization financially or through the provision of products or services. The individual or group that provides the support, similar to a benefactor , is known as the sponsor .
79-618: The English Football League Two , simply known as League Two in England and for sponsorship purposes as Sky Bet League Two , is the third and lowest division of the English Football League (EFL) and fourth-highest tier overall in the English football league system . Introduced for the 2004–05 English football season as Football League Two , it is a rebrand of the former Football League Third Division , which itself
158-466: A 1–0 defeat to bottom club Yeovil Town meant that Swindon were consigned to finish in the play-offs. They reached Wembley after a record-breaking 5–5 draw (winning 7–6 on aggregate) against Sheffield United, the highest-scoring EFL play-off match in history. In the 2016–17 season, Swindon were relegated to League Two for a third time; they finished third from bottom on 22 April 2017 after losing 2–1 to Scunthorpe United with only one more fixture on
237-488: A 2–1 defeat at Crewe meant Swindon had lost ten of their last 15 matches, and Flynn was sacked as manager after just over eight months in charge. Appointed caretaker manager to the end of the season, Gavin Gunning questioned his players' "heart" after they won only two from ten games and dropped to 18th place in mid-March. Ultimately, the club finished the 2023–2024 season in 19th place and Swindon supporters called for
316-411: A League Two game in the 2022–23 season was 3,191,719. Since the restructuring into League Two in 2004, the average attendance across all seasons is 4,602. The highest average attendance was 6,274 in the 2023–24 season. The highest average attendance for an individual club was achieved in the 2022–23 ; 17,967 for Bradford City . The lowest average attendance was 3,856 in the 2009–10 season. Since
395-403: A change in the club's ownership. Morfuni did not "fully agree" with the fans but acknowledged the last season had not been "up to our club's standards". Swindon Town have used at least five different kit badges since their inception. The original badge depicted a robin inside a shield with the letters STFC in the four corners, this changed to the "steam train" badge which was a coat of arms for
474-508: A mini-league of the results between two or more teams ranked using the previous three criteria, and finally a series of one or more play-off matches. There is a mandatory wage cap in this division that limits spending on players' wages to 55% of club turnover. League Two is the most watched fourth-tier domestic sports league in the world, and the 14th most watched football league in Europe of any tier. The total number of spectators who watched
553-415: A much wider range of business objectives. For example, a sponsor buying the rights to a sports team or competition could achieve increased brand awareness through high profile signage, but might also use hospitality tickets for staff motivation programs or to host key trade customers. On-pack promotions could be linked to the sports property to create a much more compelling consumer proposition and to associate
632-671: A place in the Football League Championship . However, they lost 1–0 in what was their first defeat in four appearances at Wembley. After losing the final Swindon lost their top scorer Billy Paynter who joined Leeds United on a free transfer, and sold club captain Gordon Greer . Still, many bookmakers had Swindon as one of the favourites for promotion to the Championship going into the 2010–11 season . Inconsistent form left Swindon in mid-table for much of
711-505: A season in the role before moving to Crawley Town . On 31 January 2023, Jody Morris was appointed manager; he was sacked on 1 May 2023 after just four wins from 18 games. The side finished the season in 10th place. On 8 May 2023, Michael Flynn was appointed team manager on a two-year contract, officially taking charge following the last match of the season that same day. Rob Angus stood down as CEO in September 2023. In January 2024,
790-515: A sports event. Work by Cornwell and colleagues however, has shown that brands that don't have a logical match can still benefit, at least in terms of memory effects, if the sponsor articulates some rationale for the sponsorship to the audience. All sponsorship should be based on contractual obligations between the sponsor and the sponsored party. Sponsors and sponsored parties should set out clear terms and conditions with all other partners involved, to define their expectations regarding all aspects of
869-449: A year and sellers report spending anywhere between 1–5 hours researching each company that is viewed as a potential prospect for sponsorship. These are the terms used by many sponsorship professionals, which refer to how a sponsor uses the benefits they are allocated under the terms of a sponsorship agreement. Leveraging has been defined by Weeks, Cornwell and Drennan (2008) as "the act of using collateral marketing communications to exploit
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#1732776575616948-444: Is a cash and/or in-kind fee paid to a property (typically in sports, arts, entertainment or causes) in return for access to the exploitable commercial potential associated with that property. While the sponsoree (property being sponsored) may be nonprofit, unlike philanthropy, sponsorship is done with the expectation of a commercial return. While sponsorship can deliver increased awareness, brand building and propensity to purchase, it
1027-461: Is a multibillion-pound industry. For example, Adidas became the sponsor and supplier of Manchester United's kit for ten seasons, in a 2014 deal with a guaranteed minimum value of £750 million (more than US$ 1.1 billion). As it has in most years over the past two-plus decades, sponsorship's growth rate will be ahead of the pace experienced by advertising and sales promotion, according to IEG. Swindon Town F.C. Swindon Town Football Club
1106-617: Is a non-factor because every team currently in the National League has a ground that meets the League criteria (and even if they did not, a ground-sharing arrangement with another team could be made until their stadium was upgraded). The other way that a team can be spared relegation is if another team either resigns or is expelled from the EFL. Final league position is determined, in order, by points obtained, goal difference , goals scored,
1185-527: Is a professional association football club based in Swindon , Wiltshire , England. The team, known as the "Robins", currently compete in EFL League Two , the fourth level of the English football league system . Founded as Swindon AFC in 1879, the club became Spartans the next year, before finally settling on the name Swindon Town in 1883. It became professional in 1894 as a founding member of
1264-564: Is a rebrand of the now-defunct Football League Fourth Division prior to the 1992 launch of the Premier League . As of the 2024–25 season , Newport County hold the longest tenure in this division following their promotion in the 2012–13 season. There are currently two former Premier League clubs competing in this division: Bradford City (1999–2001) and Swindon Town (1993–94). The current holders are Stockport County . There are 24 clubs in this division. Each club plays each of
1343-463: Is different from advertising. Unlike advertising, sponsorship can not communicate specific product attributes. Nor can it stand alone, as sponsorship requires support elements. Proponents of sponsorship would, however, point to its unique position in the marketing mix. A sponsorship program can include all other marketing elements including advertising, promotions, merchandise, hospitality, PR and social media. This allows sponsorship to be used to address
1422-683: Is the largest source of sponsorship spending, with €26.44 million (US$ 29 million) in just the EU member states in 2014, followed by North America, the Asia Pacific region. Growth in Central and South America during 2010 did not materialize to the extent projected—3.8 percent versus a forecast of 5.7 percent—despite the FIFA World Cup and Olympic Games in Brazil in 2014 and 2016, respectively. With
1501-473: The 2008–09 campaign started badly and Malpas was sacked on 14 November 2008, with David Byrne taking over temporarily. Danny Wilson was unveiled as the new manager on 26 December 2008. Wilson helped maintain Swindon's League One status and finished in 15th position, though only four points from the relegation zone, in his first season in charge. The 2009–10 season would prove a vast improvement, despite
1580-696: The Dubonnet Cup in 1910 at the Parc des Princes Stadium in Paris . The result was a 2–1 victory for Swindon with Harold Fleming scoring both of the club's goals. The following season, 1910–11 , Swindon Town won the Southern League championship, earning them a Charity Shield match with the Football League champions Manchester United . This, the highest-scoring Charity Shield game to date,
1659-568: The Inter-Cities Fairs Cup . However, the Football Association had previously agreed to inclusion criteria with the organizers which mandated that only League Cup winners from Division One would be able to take part. As the team were not eligible, the short-lived Anglo-Italian competitions were created to give teams from lower divisions experience in Europe. The first of these, the 1969 Anglo-Italian League Cup ,
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#17327765756161738-542: The League Cup after beating Arsenal 3–1 in the 1969 final , and went on to secure promotion at the end of the 1968–69 season with the help of talismanic winger Don Rogers . Relegated again in 1973–74, the club dropped into the fourth tier for the first time at the end of the 1981–82 season. Swindon won the Fourth Division title in 1985–86 and secured a second successive promotion the following season under
1817-454: The Premier League at the end of the 1993–94 season and dropped into the third tier with a second consecutive relegation. Promoted again as champions to avoid an FA expulsion and a hat-trick of relegations in 1995–96, they remained in the second tier for four seasons until relegation in the 1999–2000 season. They dropped into the fourth tier League Two in the 2005–06 for the first time since 1986. Since then, Swindon have spent their time between
1896-589: The Southern League in 1894. The club changed again in 1897 with the Swindon Advertiser reporting: With problems obtaining green dyes, the kit was short-lived and Swindon Town changed their shirts to the more familiar red in 1901. Initially a dark maroon, a lighter shade was chosen for the start of the 1902–03 season and also resulted in the club's nickname "the Robins" appearing in print for
1975-550: The Southern League , later also entering the Western League between 1897 and 1902. The club was crowned Western League champion in 1898–99 and Southern League champion in 1910–11 and 1913–14, before being elected into the Football League in 1920. It remained in the third tier for 43 years until finally securing promotion into the Second Division in 1962–63, where it remained for just two seasons. The team lifted
2054-466: The 1980s the club changed their away kit to white shirts and black shorts and introduced a new third kit of yellow shirts and blue shorts. The club alternated between these two schemes as its away kit for the 1980s. When the club re-branded in the 1991 close season, it introduced a new away strip: the white and green "potato print" shirt with dark blue shorts. This remained in use until its replacement in 1993 with another yellow and blue strip, integrating
2133-554: The 2010 World Cup concluded, sponsorship activity should begin to heat up, thus the region is projected to be the fastest-growing source of sponsorship dollars outside North America, with a forecast growth rate of 5.6 percent for 2011. Relaxed television industry legislation surrounding product placement has led to a small but increasing rise in TV programming sponsorship in the UK. However, commercial sponsorship of British sports teams and players
2212-697: The County Ground on 17 July 2021, citing "ongoing logistical and operational issues". On 15 July 2021, it was reported that the club had paid 60% of the outstanding wages due in June. On 21 July 2021, it was reported that Power had transferred ownership of his shares in the club, and that the EFL had granted Morfuni consent to acquire additional shares, having passed its owners' and directors' test. Morfuni appointed Ben Garner as head coach and Ben Chorley as director of football plus Rob Angus (a former Nationwide director) appointed as CEO and, on 26 July 2021,
2291-517: The County Ground's owner, Swindon Borough Council , was taking legal action after receiving no rent since April 2020. The EFL described the ownership wrangle as "concerning" and imposed a transfer embargo on the club. In pre-season friendlies at Melksham Town and Hungerford Town , Swindon fielded sides featuring just a few experienced first-team players, with the rest of the squads being composed of youngsters and trialists. The club then cancelled its planned pre-season friendly with Swansea City at
2370-476: The Football League. Fleming remained with Swindon throughout a playing career spanning 1907 and 1924 and went on to live in the town for his entire life. Swindon entered the Football League in 1920 as a founding member of Division Three and defeated Luton Town 9–1 in their first game of the season. This result stands as a record for the club in League matches. After the outbreak of World War II ,
2449-464: The Second Division. Ardiles remained in charge until March 1991, when he departed for Newcastle United and was succeeded by new player-manager Glenn Hoddle . Swindon progressed well during the 1991–92 season , Hoddle's first full season as manager, and just missed out on the Second Division play-offs, having briefly led the table in the autumn. A year later they beat Leicester City 4–3 in
EFL League Two - Misplaced Pages Continue
2528-544: The War Department took over the County Ground in 1940, where for a while POWs ( Prisoners of War ) were housed in huts placed on the pitch; for this the club received compensation of £4,570 in 1945. World War II affected Swindon Town more than most other football clubs and the club was almost disbanded; the club needed a large amount of time to recover and for this reason it failed to make any real impression in
2607-582: The board of directors, including the sale of Matt Ritchie behind his back, and the financial instability of the club at the time. In his place came Kevin MacDonald who had previously held caretaker roles at Leicester City and Aston Villa. MacDonald guided Swindon to the League One play-offs; however, they were knocked out after a penalty shoot-out defeat to Brentford . On 13 July 2013, MacDonald left Swindon Town by mutual consent, only three weeks before
2686-415: The brand can evoke these associations, influencing consumer perceptions and behaviors. Cornwell, Weeks and Roy (2005) have published an extensive review of the theories so far used to explain commercial sponsorship effects. One of the most pervasive findings in sponsorship is that the best effects are achieved where there is a logical match between the sponsor and sponsoree, such as a sports brand sponsoring
2765-474: The brand directly with a sports property which has much greater image attributes than the sponsoring brand. Various psychological and communication theories have been employed to elucidate the mechanisms by which commercial sponsorship influences consumer audiences. Many theories posit that sponsorship creates a cognitive link between a brand (sponsor) and an event (sponsoree), leading to the formation of event-linked associations in memory. Consequently, thinking of
2844-580: The club achieving a Football League record of 102 points, the second club to score over 100 points in a season, York City having totalled 101 two years earlier. A year later they won the Third Division play-offs to achieve a second successive promotion. Promotion campaign Manager Lou Macari left in 1989 to take charge of West Ham United with veteran midfielder, and former Argentine international , Ossie Ardiles replacing him. In his first season, Swindon were Second Division play-off winners, but
2923-403: The club based heavily on the coat of arms used by the local council. The "steam train" badge was in the form of a traditional shield, bisected with the club's name, a GWR steam locomotive (as Swindon is a railway town ), a football and with a robin sitting on top. Beneath the shield was a motto on a scroll – " Salubritas et Industria " – meaning "health and industry". This motto is also that of
3002-587: The club later admitted 36 charges of breaching league rules, 35 due to illegal payments made to players, and were relegated to the Third Division ;— giving Sunderland promotion to the First Division and Tranmere Rovers to the Second Division. The scandal saw then-chairman Brian Hillier being given a six-month prison sentence and chief accountant Vince Farrar being put on probation. A later appeal saw Swindon Town being allowed to stay in
3081-539: The club, earning the third automatic promotion place in a 1–1 draw with Walsall in the last game of the 2006–07 season. In 2008, Swindon Town was taken over by a consortium, fronted by local businessman Andrew Fitton , with plans to clear all club debts by the end of the 2007–08 season . Paul Sturrock having departed for Plymouth Argyle , the consortium appointed Sturrock-recommended Maurice Malpas manager, and Swindon finished their first season back in League One in 13th, helped by 15-goal signing Simon Cox . However,
3160-507: The club, with the chairman, Lee Power , warning in February 2021 of potential bankruptcy, and then, in April 2021, being charged with breaching FA regulations concerning the club's ownership and/or funding. On 18 April, manager John Sheridan resigned after winning just eight of 33 matches, with the club seven points from safety with four matches to play. The club's relegation to League Two
3239-650: The commercial potential of the association between a sponsor and sponsee" while activation has been defined as those "communications that promote the engagement, involvement, or participation of the sponsorship audience with the sponsor." Money spent on activation is over and above the rights fee paid to the sponsored property and is often far greater than the cost of the rights fee." IEG projects spending on sponsorship globally to grow 4.5 percent in 2018 to $ 65.8 billion, including $ 24.2 billion in North America alone (a 4.5% increase from $ 24.1 billion in 2017). Europe
EFL League Two - Misplaced Pages Continue
3318-461: The first time in programme notes for the first game. The nickname is a reference to the former name of the European robin – "redbreast". Swindon Town have played their home games in variations on the red and white theme since then, wearing a red shirt with white collars and white or red shorts for much of their history which has led to the team being known as the "Red and White Army". For example;
3397-516: The four teams that finished at the bottom of that division. Similarly, the two teams that finished at the bottom of League Two are relegated to the National League and are replaced by the team that finished first and the team that won the second through seventh place play-off in that division. Technically a team can be reprieved from relegation if the team replacing them does not have a ground suitable for League football, but in practice this
3476-556: The fourth round, and the Football League Trophy, reaching the final at Wembley, where they were runners-up to League One side Chesterfield . On 28 April 2012, Swindon, already promoted, guaranteed their championship of League Two on 28 April after a 5–0 drubbing of Port Vale at the County Ground. On 18 February 2013, with Swindon riding high in League One and in contention for a second consecutive promotion, Di Canio announced his resignation, alleging mistreatment by
3555-410: The kit worn during the 1985–86 Division Four Champions season consisted of a red shirt with white pinstripes, white shorts and red socks and chants of " Lou Macari 's Red and White Army" were heard from the supporters at the final stages of the season. Following the rebranding of the club in 1991, green elements were re-introduced onto the home strip and badge to represent the team's short-lived kit from
3634-498: The latter record stood until Sheffield United broke it in 2024 — and have never returned to the top flight. One of the few successes of the season was a 2–2 draw against champions Manchester United in the league. The following year , Swindon were relegated for the second consecutive time and slipped into Division Two. Gorman had been sacked as manager in November 1994, and although his successor, player-manager Steve McMahon ,
3713-481: The league and would not climb into the second division until 1963 when they finished runners up to Northampton Town . The club was relegated back into Division Three in 1965, but it was about to create a sensation. In 1969, Swindon beat Arsenal 3–1 to win the League Cup for the only time in the club's history. As winners of the League Cup, Swindon were assured of a place in their first European competition:
3792-457: The midpoint of the 2011–12 season . After a defeat on Boxing Day 2011 to Torquay United , Swindon broke a club record by winning 10 consecutive league games, and by March they were well clear of the chasing pack at the top of League Two. They also enjoyed success in both the FA Cup , beating Premiership side Wigan Athletic in the third round before losing to Championship side Leicester City in
3871-429: The new Division One play-off final to achieve promotion to the Premier League — bringing top-division football to the club for the first time. Hoddle moved to Chelsea before the 1993–94 FA Premier League season began, and was replaced by assistant John Gorman , but Swindon never adjusted to the pace of Premier League football. They were relegated after recording only five wins and conceding 100 goals —
3950-510: The new Swindon manager in May 2006 following the relegation, with Gustavo Poyet joining the coaching staff. After a good start to the season, the pair moved to Leeds United in October. Veteran defender Ady Williams and Barry Hunter took temporary charge until Paul Sturrock was appointed on 7 November. Sturrock guided Swindon to promotion back to Football League One in his first season with
4029-414: The new colour scheme by adding a green collar. A special third kit was added for the 1996–97 season and was coloured "petrol green" in honour of sponsors Castrol . Swindon wore black and gold striped away shirts for the 2003–04 season with an all-white third kit, following this with variants on the blue theme until returning to all-white in 2007. In 2008–09 they returned to the dark blue away kit that
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#17327765756164108-625: The new management announced their first signing, with midfielder Ben Gladwin returning for a fourth spell at Swindon. On 16 September 2021, Swindon Town was given a suspended three-point deduction by the EFL, relating to the non-payment of player wages in June. Garner led Swindon to a sixth-place finish in the 2021–22 season with the club beaten on penalties by Port Vale in the play-off semi-finals. The manager then left Swindon to join Charlton Athletic in June 2022, being replaced by his former assistant Scott Lindsey , who spent half
4187-433: The other clubs twice (once at home and once away ) for a total of 46 matches per season and is awarded three points for a win, one for a draw and no points for a loss. From these points a league table is constructed. At the end of each season the top three teams, together with the winner of the play-offs between the teams which finished in the fourth to seventh positions, are promoted to EFL League One and are replaced by
4266-594: The ownership problems were resolved, with High Court hearings due to start on 6 September 2021. On 30 June 2021, the Official Supporters Club was told that a deal to transfer ownership to Australian businessman Clem Morfuni's Axis group would be completed "in the next couple of weeks", though the club later complained that the Axis group was delaying payment. In early July 2021, it emerged that players and staff had not received their June wages, and that
4345-460: The play-off away game to Charlton. In 2010–11 they had an all-black third kit. The all-black kit became the club's away kit for the 2011–12 season with an all-white kit as a third kit used for the FA Cup run. This kit caused controversy among some fans, because it had the sponsors The People printed on the shirts. For 2012–13 they had a blue and yellow away kit, again controversial as these are
4424-798: The restructuring into League Two in 2004, 69 teams have spent at least one season in the division, including 2 of the 20 teams in the 2024–25 Premier League . Morecambe have spent the longest in League Two; 16 seasons in total, as well as having had the longest spell in the division, 13 consecutive seasons between 2005 and 2019. Newport County have the current longest tenure, with 12 consecutive seasons. Northampton Town and Bristol Rovers have each been promoted four times from League Two. There have been 18 different champions, with Swindon Town and Chesterfield champions on two occasions. 19 teams have been both promoted and relegated from League Two. Key Sponsor (commercial) Sponsorship
4503-550: The road in hand. Following this relegation, manager Luke Williams was sacked after Swindon lost 3–0 at Charlton Athletic . On 9 June 2020, Swindon were crowned League Two champions on the basis of average points per game, matches in the 2019–20 season having been suspended from March due to the COVID-19 pandemic in the United Kingdom . However, in the following season , the pandemic created financial difficulties for
4582-543: The sale of League One top-scorer Simon Cox. The club maintained a play-off position going into the new year, and were at one point in second place with automatic promotion in their own hands. However, a slight slip in form towards the end of the season saw Swindon finish fifth, entering the play-offs against Charlton Athletic . Swindon won the tie on penalties and went on to play in the Football League One play-offs final against Millwall at Wembley Stadium for
4661-486: The season; however, a 4–2 win at Charlton Athletic in January left fans hoping for a late-season surge. Instead, top-scorer Charlie Austin was sold to Burnley and the team did not win again for 19 matches. When Danny Wilson resigned on 2 March, Paul Hart was brought in but failed to save the Robins, and on 25 April 2011 Swindon were relegated to League Two yet again after losing 3–1 to Sheffield Wednesday . Paul Hart
4740-402: The sponsorship deal. Sponsorship should be recognisable as such. The terms and conduct of sponsorship should be based upon the principle of good faith between all parties to the sponsorship. There should be clarity regarding the specific rights being sold and confirmation that these are available for sponsorship from the rights holder. Sponsored parties should have the absolute right to decide on
4819-517: The start of the 2013–14 season and only five months after taking the Swindon job. In the 2014–15 season, Swindon reached the League One Play-off final again where they lost 4–0 to Preston after a season in which they were competing for automatic promotion. They went top of the league after a 3–0 win away to Coventry ; however, a 2–0 defeat to Sheffield United was the first of a series of results that saw Swindon's form dip, and
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#17327765756164898-431: The stewardship of Lou Macari . They went on to claim victory in the 1990 Second Division play-off final under Osvaldo Ardiles , but were denied promotion into the top-flight after admitting to breaching Football League regulations. Glenn Hoddle coached the team to victory in the 1993 play-off final to finally secure a place in the top-flight for the first time in the club's history . However they were relegated out of
4977-500: The third and fourth tiers; earning promotion from League Two on three occasions. Their home colours are red and white. Since 1896 the club has played home matches at the County Ground , which now has a capacity of 15,547. Hall of Fame inductee John Trollope played 770 league games for the club between 1960 and 1980, a professional record in English football until it was broken in 2023 by Dean Lewington . Swindon Town Football Club
5056-419: The time, but did not represent or show any of the club's heritage or history. Swindon offered fans the chance to vote on-line for the three new choices, which were all similar to the original steam train design, and a fourth option of keeping the 1991 design. On 23 April 2007, it was announced that option three of the logo vote was the winner of the poll (it can be seen on the far right of the picture). Winning
5135-414: The town of Swindon itself. During the 1970s the club changed the badge to one referred to as the "ST arrow" or "traffic sign" badge. This was circular and had the letters S and T interlocked, which both ends of the letter S being made into an arrow. Also shown was a simple football and the club name. Following the 1985–86 season, the "steam train" badge was re-introduced onto the kits. The crest
5214-404: The turn of the century. These were removed in 2007. The club's away kits have only begun to change since the 1990s and the advent of the lucrative replica kit market. Swindon's first away kit (that was entirely separate to the home kit) consisted of an all-blue strip; this was not used for the club's 1969 League Cup Final victory where they elected to wear an all-white strip. For a period in
5293-450: The value of the sponsorship rights that they are offering and the appropriateness of the sponsor with whom they contract. The sales cycle for selling sponsors is often a lengthy process that consists of researching prospects, creating tailored proposals based on a company's business objectives, finding the right contacts at a company, getting buy-in from multiple constituencies and finally negotiating benefits/price. Some sales can take up to
5372-501: The vote with 68% in favour, the new badge includes the club name, a robin, a GWR steam locomotive – the rail industry being an important part of the Town's heritage – a football, and re-introduces the town's motto – 'Salubritas et Industria'. It has been in use since the beginning of the 2007–08 season. Originally playing in black and white with the addition of blue sash for away games, the club changed to black and red quarters on entry to
5451-411: Was abandoned after 79 minutes following pitch invasions and a missile barrage, with teargas being employed to allow the teams to return to the dressing room. Following management changes, Swindon had a long unsuccessful period culminating in them being relegated in 1982 to the Fourth Division , the lowest professional Football League at the time. They were eventually promoted as champions in 1986 with
5530-587: Was appointed twice), during which time they were again relegated into Division Two. The highlight of the next few seasons was a fifth-place finish in 2003–04 as financial troubles persisted. A first-round playoff loss to Brighton & Hove Albion on penalties meant Swindon extended their stay in the third tier, now renamed League One . The club has been beset by financial difficulties throughout its recent history, having been placed into administration twice and also twice fought off winding-up orders from Her Majesty's Customs and Excise over unpaid tax. The board
5609-490: Was confirmed following a 5–0 defeat by Milton Keynes Dons on 24 April 2021. On 26 May 2021, John McGreal was appointed Swindon manager but, on 25 June 2021, after less than a month in the job, he left Swindon by mutual consent, citing ownership uncertainty which was preventing him signing new players. Chief executive Steve Anderson also left the club on the same day, followed by director of football Paul Jewell . Swindon supporter groups urged fans to boycott games until
5688-400: Was contested over two legs against Coppa Italia winners A.S. Roma . Swindon won 5–2, with the scorer of two goals in the League Cup final – Don Rogers – scoring once and new acquisition Arthur Horsfield acquiring his first hat-trick for the club. The team then went on to win the 1970 Anglo-Italian Cup competition in a tournament beset by hooliganism . The final against S.S.C. Napoli
5767-415: Was founded by Reverend William Pitt of Liddington in 1879. The team turned professional in 1894 and joined the Southern League which was founded in the same year. During this period Septimus Atterbury played for the club. Swindon reached the FA Cup semi-finals for the first time in the 1909–10 season, losing to eventual winners Newcastle United . Barnsley and Swindon were invited to compete for
5846-448: Was paying £100,000 to creditors annually (2% of the annual turnover), and only managed to begin the 2006–07 season after sourcing £500,000 to pay for players' wages. In 2006, caretaker manager (and former player) Iffy Onuora was unable to save Swindon from relegation to League Two meaning they became the first ever former Premier League team to be relegated to the lowest Football League division. Dennis Wise agreed to become
5925-526: Was played on 25 September 1911 at Stamford Bridge with Manchester United winning 8–4. Some of the proceeds of this game were later donated to the survivors of the Titanic . In 1912 Swindon Town reached the semi-finals of the FA Cup for a second time in 3 years, losing to Barnsley after a replay 1–0. Swindon's exploits at this time owed a lot to the skilful forward H.J. Fleming who was capped by England 11 times between 1909 and 1914 despite playing outside
6004-411: Was re-styled and the text "Division Four Champions 1985/1986" replaced the motto. A diamond shaped crest for Swindon Town was introduced at the beginning of the 1991–92 season following a series of financial problems for the club. The idea behind the new crest was to give the club a new fresh image. On 5 April 2007, the club unveiled plans to change the badge, claiming the diamond badge was correct for
6083-412: Was replaced for the last two games of the season by former player and current reserve and youth team coach Paul Bodin . Soon after the season ended, the board revealed that high-profile former player Paolo Di Canio would take his first management position at the club. After losing seven of his first 13 games in charge, Swindon went on a 15-match unbeaten run which put them into promotion contention by
6162-518: Was unable to avoid relegation, he did take Swindon to the semi-finals of the League Cup. McMahon then succeeded in getting Swindon back into Division One on his first attempt, winning the Division Two championship in 1995–96 . McMahon remained as manager until September 1998, when he left by mutual consent after Swindon lost five of their nine opening games of the 1998–99 season . The club then went through five managers in five years ( Andy King
6241-402: Was used previously for the 2006–07 season but this time they had white shorts instead of a whole dark blue strip. In 2009–10 they returned once again to the all-white kit, but unlike the home kit, which showed FourFourTwo on the front, this showed FIFA10 on the front as a part of sponsorship with EA . They also this year had an all-blue third kit which was featured for the FA Cup and also
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