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The Pyramid — Edition 12
Manchester City's £920m finding, Swansea's stadium plan, and a £16.50 afternoon in Warwick.
Edition 12 · 5 October 2026
The Pyramid
Football finance all the way down

On Saturday we were at London's oldest football club. On Sunday, we were at our first women's match of the season.

Saturday took us to Cray Wanderers, founded in 1860, and Flamingo Park. A day later we were at Fulham's training ground for Fulham Women against Exeter City Women, with Exeter taking the points.

Two very different grounds, two different parts of the pyramid, and a good reminder of why we started doing this: to follow football all the way down rather than observe it from the top.

This week takes us from a funding crisis at Gateshead to the £920m finding against Manchester City, from Swansea's plans to own their stadium and training ground to a new owner with EFL ambitions at Plymouth Parkway. We've also added Hanwell Town as our fourth partner club — and found out what £16.50 buys you on a Saturday afternoon at Racing Club Warwick.

First, Gateshead — where the question is no longer what the club is worth, but how much money it needs simply to keep going.

 
THE LEAD STORY

Gateshead's Rescue Bill Is Growing: Unpaid Wages, an Embargo and a Manager Contracted Until 2028

Gateshead went into this crisis with £373,350 due within a year against £27,286 of cash. Then the shareholder who had been funding it stopped. September wages went unpaid, the National League imposed a transfer embargo, and on Saturday the club terminated a manager appointed less than four months earlier on a two-year deal.

A confirmation statement filed on 2 October records Mark Nellist with zero shares and Stephen Paylor with 4,150,530 — while the club says the transfer still needs regulatory approval and Paylor cannot fund it alone.

The shares may be gifted. The football club still has to be funded.

Read the full story →

Blu Dot surpasses 2,000% ROAS with self-serve CTV ads

Home furniture brand Blu Dot blew up on CTV with help from Roku Ads Manager. Here’s how:

After a test campaign reached 211,000 households and achieved 1,010% ROAS, the brand went all in to promote its annual sales event. It removed age and income constraints to expand reach and shifted budget to custom audiences and retargeting, where intent was strongest.

The results speak for themselves. As Blu Dot increased their investment by 10x, ROAS jumped to 2,308% and more page-view conversions surpassed 50,000.

“For CTV campaigns, Roku has been a top performer,” said Claire Folkestad, Paid Media Strategist, Blu Dot. “Comping to our other platforms, we have seen really strong ROAS… and highly efficient CPMs, lower than any other CTV partner we've worked with.”

Using Roku Ads Manager, the campaign moved from a pilot to a permanent performance engine for the brand.

The Pyramid — Edition 12 · Also in this edition
 
ALSO IN THIS EDITION

Manchester City's £920m Finding: Why Football Accounts Matter

The Premier League published the Commission's decision on 29 September. The Commission found more than £830m of income had been overstated, with sums recorded as revenue that it concluded should have been treated as equity contributions from the club's owner. It also found the accounts did not give a true and fair view.

City deny the findings and have until Friday to appeal.

Read the full story →
 

Swansea City Want to Own Their Stadium and Training Ground. What Are Their Investors Building?

Swansea have agreed Heads of Terms to buy the Swansea.com Stadium and want Fairwood too.

Behind Luka Modrić, Snoop Dogg and Martha Stewart sits a more conventional strategy — but the owners put in £21m of equity in a year the club lost £21.6m, and how two freeholds get financed matters more than who has joined the cap table.

Read the full story →
 

Plymouth Parkway Takeover: Who Is New Owner Muizz Mirza and MEC Study Group?

Mirza promises a full-time club within 18 months and the EFL within ten years.

The accounts show the starting point: £404,880 due within a year, £213,917 of bank loans and overdrafts, and a ground carried as short leasehold rather than freehold.

Read the full story →
 

The Pyramid Partners With Hanwell Town

Our fourth partner club, and our first at tier seven.

Hanwell join Peterborough United at tier three, Boreham Wood at tier five and Corinthian-Casuals at tier nine, with the ambition of a partner at every level from tier two to tier ten.

As with all our partnerships, sponsorship gives the club no say over what we publish — and whenever we write about a club we sponsor, the piece says so.

Read the announcement →

How Jennifer Aniston’s LolaVie brand grew sales 40% with CTV ads

The DTC beauty category is crowded. To break through, Jennifer Aniston’s brand LolaVie, worked with Roku Ads Manager to easily set up, test, and optimize CTV ad creatives. The campaign helped drive a big lift in sales and customer growth, helping LolaVie break through in the crowded beauty category.

The Pyramid — Edition 12 · Burger Index
 
🍔 BURGER INDEX

Racing Club Warwick — 7.3/10

£6 burger · £8 admission · £2.50 Church Farm Pilsner

£16.50 for the whole afternoon at Townsend Meadow, where the locally brewed pint is a pound cheaper than the mainstream lagers — and the brewery making it also pays to put its name on the ground.

The burger looked better than it tasted. The club is a members' association that files no accounts at all, playing on a council-owned ground and with a £20,000 council grant towards new changing rooms.

7.3/10. Mid-table.

Read the Burger Index →
 

That's the roundup for this week.

If you've got a club whose numbers don't add up, a takeover clause worth unpacking, or a non-league burger that needs investigating, hit reply and let me know.

Arthur Lewis
The Pyramid

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