October 2024 – Swindon Town find themselves in a far from desirable position. Following defeat to Salford City, the club’s ownership decide to pull the trigger on head coach Mark Kennedy, despite controversial owner Clem Morfuni having claimed in September that he wished to show patience to the former Lincoln City gaffer.
This left the Robins, who had won just one game in their last seven, in a precarious position. With the club 22nd in League Two, dangling just three points away from the drop zone, pressure was now on to find a new man who could stop Swindon Town becoming only the second former Premier League club to drop into non-league.
Whoever was to be appointed would not only have to reckon with the issues on the field – off the pitch the club was in crisis, with fans at war with Morfuni. Therefore, the perfect candidate had to be a man not only with a high managerial pedigree, but also a character strong enough (and insane enough) to step up to the task at hand and keep Swindon Town in the Football League. In a rare stroke of good luck for the Robins, a man who met each and every one of the criteria, notably the part about being insane, was available.
Hours after the news of Kennedy’s departure came the announcement of the new man in charge – former Blackpool and QPR manager Ian Holloway. The move was a bold decision by both parties – Holloway had been out of the game for four years, having left Grimsby in less than favourable circumstances in December 2020. It seemed for both sides that this was a final roll of the dice.
Within just a month of his appointment Holloway had made headlines by claiming that the club’s training ground was haunted. Six months later, the curse has seemingly been lifted, with the Robins closer to the play-offs than the drop zone. How has Holloway managed this remarkable turnaround and just how far can he propel the Robins, a team that just half a year ago appeared to be on the brink of a catastrophic relegation?
OLLIE OLLIE OLLIE
One of the most beloved characters in English Football, known for his comedic wit and numerous soundbites, it is sometimes easy to forget that Ian Holloway is also a competent manager. In over 1000 games in charge, a milestone he reached with Swindon Town in a 3-1 win over his previous club Grimsby, Ollie has won three promotions, including two from the Championship.
The most famous of these was during his time in charge of Blackpool, which Holloway described as the best moment of his life. Despite starting the season as favourites for relegation and a meagre budget at his disposal, Holloway’s unique attacking brand of football led the Seasiders to a 6th place finish. A scintillating 3-2 win in the play-off final against Cardiff sealed Blackpool’s spot in the top division for the first time since 1971, as well as Ollie’s position as a modern-day hero.
Things hadn’t always been so rosy for Holloway. Before Blackpool came a one year spell out of the game following a dire period at Leicester, which had ended in the Foxes being relegated to the third tier for the first time in their history. As a result, Holloway and the club parted company.
Following his spell at Bloomfield Road, Ollie found success at Crystal Palace, once again becoming a Championship Play-off winner, but his second shot at Premier League management wouldn’t last long, with the club announcing his departure just months into their top flight return.
Unremarkable spells at Millwall and QPR led many to believe Holloway’s spark was gone. At Millwall he was sacked for the first time in his career, having become an unpopular figure at the Den as the Lions struggled at the wrong end of the Championship. At Loftus Road, his second spell as QPR boss (the first having ended in promotion) ended similarly, with the 62-year-old leaving the club after 18 months, despite having saved the Rs from relegation the previous season.
Holloway’s unexpected return to football came a year later, with League Two Grimsby Town, a move which some saw as a coup for the Mariners. Unfortunately, Ollie’s first season in charge at Blundell Park would be cut short due to the Covid 19 pandemic, although he did manage to turn around the club’s form and keep them in the league. The next season would not be so successful – just days before Christmas 2020 Holloway resigned from his post, stating his displeasure at the club’s reported takeover proceedings. He left Grimsby in 20th, a position they would ultimately not recover from, finishing rock bottom and returning to the National League after a five year stay in League Two.
This resignation, coupled with the subsequent mess of Grimsby’s relegation, resulted in vast amounts of criticism aimed towards Holloway. His reputation was damaged and some even doubted whether he still had the passion or ability to make a successful return to the game. Towards the end of his Grimsby reign cracks had begun to show – quips at discontented fans, open criticism of the owner. Was it finally time for Ollie to put his media duties first?
TOWN TROUBLE
The 2020/21 season was no easier for Swindon Town. Despite riding a wave of highs following promotion to League One, the season would prove to be a harsh reality check for Robin’s fans. Negativity set in before a ball was even kicked as key players left in droves. Top scorer Eoin Doyle would depart for Bolton, whilst his strike partner Jerry Yates opted to join midfielder Keshi Anderson at Blackpool instead of returning to the County Ground.
Promotion winning manager Richie Wellens would also depart the club in November, with financial difficulties caused by the pandemic beginning to set in at the club. With the club on the brink of bankruptcy, the Robins were relegated immediately back to Leage Two in April 2021. Claims of unpaid player wages and rent further highlighted the trouble Town were in. The former League Cup winners had descended into a farce.
Controversial owner Lee Power’s reign came to an end when shares were transferred to Australian businessman Clem Morfuni, but for the Robins it was out of the frying pan and into the fire.
Like many unpopular figures, Morfuni’s ownership began with high hopes. Straight from the Mike Ashley school of charm, Morfuni could be seen pulling pints in local pubs and shaking hands of fans buying season tickets. The goodwill was not to last. Despite reaching the Play-offs in his first season, finishes under Morfuni’s control gradually began to decline.
Whilst the issues at the County Ground vastly predate Morfuni, the decline of the club with him in charge has been dramatic, leading to fan protests. A statement issued by Town’s supporters trust in December stated that Swindon are just “six months away from the National League”. Calls for him to sell the club have been dismissed, with Morfuni stating he does not agree with fan’s feedback.
Holloway’s appointment, given the untasteful circumstances he left Grimsby in, would do little to appease fans. With just one win in his first seven games, it seemed as though the doubters were right. Holloway didn’t even seem sympathetic to the supporters’ cause, having to be restrained by his own player following a defeat to Bradford City. He would later follow this up with a rant in his post-match interview where he addressed the supporters directly, claiming it was their choice to travel and that he wanted supporters who would cheer on the club no matter what.
The fans biggest protest would come before Holloway’s 1000th game in management. Large crowds organised by supporters group Spirit of ’69 donned orange hats before marching to the game. Their message? Clem, it’s time. Comedian Ivo Graham, a famous fan of the Robins, was also in attendance and reiterated the need for Morfuni to sell up. Protests and marches at subsequent games have seen similar attendance numbers as fans keep up the pressure.
One man who disagreed with the actions was Ollie. He criticised the hat wearing fans, stating the majority of Swindon Town fans did not share their opinions and drew similarities to previous club Grimsby, stating that they were split apart by ownership issues. His message to fans was quite clear – if you don’t like it, don’t come. Having picked up just seven points since his appointment, it was a bold statement. Things had to change, and fast.
RESURGENT ROBINS
Luckily for Ollie, things (at least on the pitch) have turned around dramatically for Swindon Town, who now find themselves closer to the Play-off places than the relegation spots. The Robins have picked up 36 points under Holloway and are unbeaten at home since November, a run of eleven games. Holloway’s win percentage as manager currently sits at 41%, his highest at any club to date.
This run of form has also seen Swindon Town put former relegation foes to the sword, with wins against Carlise and Tranmere helping propel them up the table. For this run, Holloway was named January League Two manager of the month, having gained thirteen points from six matches.
Whilst the turn around has been remarkable, and 15th place would have been higher than many expected at the start of the season, it still goes to show the sad decline of Swindon Town in recent years, as the club prepare for one of their worst finishes in EFL history.
The topic of Swindon Town’s resurgence under Holloway may also be short lived, with Ollie’s contract situation up in the air. The 62-year-old is currently on a deal until the end of the season, leaving some worried about whether the Bristolian is ready to sign up and fight for another year.
The most important matter, however, still looms large over proceedings on the pitch. Not only do the Robins have to contend with a ghost walking through their training ground walls – with Morfuni in charge, it’s hard to see things changing too dramatically.
Whilst it can be done, as proven by Crawley under Wagmi, Swindon Town know all too well that a short-term resurgence doesn’t always lead to long term success. As fans continue their efforts to oust the Aussie, Ollie may have to be content with seeing some more orange hats at the county ground. And who knows? Maybe their colour could inspire the Robins to an underdog story to rival that of Ollie’s Tangerines.
For now, however, fans will need to be content with survival and enjoy the good form under Ollie for as long as it lasts.
