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The Pyramid — Edition 13
Three grounds in south-west London, Gateshead’s agreed sale, and our guide to reading club accounts.
Edition 13 · 12 October 2026
The Pyramid
Football finance all the way down

Three grounds on Saturday, all within a few miles of each other. East Sheen first, for their first home game since the club's revival, then Raynes Park Vale, and finally Corinthian-Casuals to see our redesigned boards go up — five of them there now. It is a particular pleasure of this part of the pyramid that you can watch three matches in a day without ever really leaving south-west London.

A fortnight earlier, at the other end of the country, Gateshead's principal backer had resigned and the September wages had gone unpaid. Since then the club has been through a failed share transfer, an appeal to its own shareholders, a transfer embargo, the departure of its manager and an agreed sale to an American investment group that specialises in businesses in trouble. They are bottom of the National League with four points from thirteen.

We've also published a guide to reading club accounts — what the terms mean, where the filings live, and why most clubs below the Championship publish almost nothing. It's at the bottom of this edition.

 
THE LEAD STORY

Gateshead FC Agrees Sale to Flacks Group: Who Is Michael Flacks and What Is He Buying?

An American investment group whose stated speciality is acquiring businesses in complex situations has agreed to buy Gateshead, days after the club's principal shareholder walked away and the staff went unpaid.

Flacks Group has a real record — Pleuger Industries held since 2018, Artemyn bought from Imerys in 2024, and Kelly-Moore Paints, which closed fifteen months after acquisition. What nobody has disclosed is the price, the funding, or what happens to the creditors. At 31 May 2025, the date of Gateshead's last filed accounts, the club held £27,286 of cash against £373,350 of creditors falling due within one year.

The wages were to be paid immediately. On the day of the announcement, the caretaker manager said the players still hadn't been.

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.

ALSO THIS WEEK

Forest Green Rovers Want Football Without a Manager. But Who Holds the Power?

Dale Vince isn’t replacing Robbie Savage. He told BBC Radio Gloucestershire there’s no vacancy, no candidates, and that football is too often run by managers with big egos who don’t necessarily make the best decisions.

Three coaches now run the first team, alongside a director of football who was appointed three weeks before Savage arrived and has now outlasted him. The club hasn’t set out who holds final authority over selection, recruitment or contracts — which is the question the experiment will answer.

Read the full story →
 

Southampton’s Spygate Punishment: A £28,000 Fine and a Promotion Prize Worth Up to £365m

The FA fined Tonda Eckert £28,000 and suspended his six-week ban. Southampton had already been thrown out of the play-off final.

Deloitte estimated a three-year promotion revenue uplift of at least £205m for Hull and £210m for Middlesbrough, potentially rising towards £365m with Premier League survival. Neither club was receiving parachute payments, and Deloitte said so in the same release. Southampton were. Their final parachute year, due in 2026/27, is worth an estimated £40m — income already in their stay-down position.

Read the full story →
 

Manchester City’s Appeal Could Run Beyond Christmas

City lodged their appeal at 7pm on 1 October. Most of the coverage since has settled on a twelve-week deadline and a verdict by Christmas.

That isn’t what the rules say. Under the 2026/27 Handbook the twelve weeks governs the hearing; the Appeal Board then has a further 30 days for its written decision, and the standard timetable can be varied or disapplied altogether. The sanction hasn’t been decided either — that’s a separate process, with its own appeal after it.

Read the full story →
 

The Pyramid partners with Cheltenham Town

Our fifth club partnership, and the first in League Two. The boards went live at Whaddon Road for Saturday’s game against Salford City.

That gives us advertising at tiers three, four, five, seven and nine — and for the first time, three adjacent divisions. The ambition is still a partner club at every level from two to ten.

Read the full story →

NVIDIA's Founder Says Farmers Should Absolutely Use AI

“If I were a farmer, I would absolutely use AI.” 

That’s Jensen Huang, founder and CEO of NVIDIA. 

He’s pointing to one of AI’s biggest untapped opportunities: farming. 

DIT AgTech is already putting AI to work with 500+ units deployed and 370,000 head on-platform.

𝘐𝘯 𝘮𝘢𝘬𝘪𝘯𝘨 𝘢𝘯 𝘪𝘯𝘷𝘦𝘴𝘵𝘮𝘦𝘯𝘵 𝘥𝘦𝘤𝘪𝘴𝘪𝘰𝘯, 𝘪𝘯𝘷𝘦𝘴𝘵𝘰𝘳𝘴 𝘮𝘶𝘴𝘵 𝘳𝘦𝘭𝘺 𝘰𝘯 𝘵𝘩𝘦𝘪𝘳 𝘰𝘸𝘯 𝘦𝘹𝘢𝘮𝘪𝘯𝘢𝘵𝘪𝘰𝘯 𝘰𝘧 𝘵𝘩𝘦 𝘪𝘴𝘴𝘶𝘦𝘳 𝘢𝘯𝘥 𝘵𝘩𝘦 𝘵𝘦𝘳𝘮𝘴 𝘰𝘧 𝘵𝘩𝘦 𝘰𝘧𝘧𝘦𝘳𝘪𝘯𝘨, 𝘪𝘯𝘤𝘭𝘶𝘥𝘪𝘯𝘨 𝘵𝘩𝘦 𝘮𝘦𝘳𝘪𝘵𝘴 𝘢𝘯𝘥 𝘳𝘪𝘴𝘬𝘴 𝘪𝘯𝘷𝘰𝘭𝘷𝘦𝘥. 𝘋𝘐𝘛 𝘈𝘨𝘛𝘦𝘤𝘩 𝘩𝘢𝘴 𝘧𝘪𝘭𝘦𝘥 𝘢 𝘍𝘰𝘳𝘮 𝘊 𝘸𝘪𝘵𝘩 𝘵𝘩𝘦 𝘚𝘦𝘤𝘶𝘳𝘪𝘵𝘪𝘦𝘴 𝘢𝘯𝘥 𝘌𝘹𝘤𝘩𝘢𝘯𝘨𝘦 𝘊𝘰𝘮𝘮𝘪𝘴𝘴𝘪𝘰𝘯 𝘪𝘯 𝘤𝘰𝘯𝘯𝘦𝘤𝘵𝘪𝘰𝘯 𝘸𝘪𝘵𝘩 𝘪𝘵𝘴 𝘰𝘧𝘧𝘦𝘳𝘪𝘯𝘨, 𝘢 𝘤𝘰𝘱𝘺 𝘰𝘧 𝘸𝘩𝘪𝘤𝘩 𝘮𝘢𝘺 𝘣𝘦 𝘰𝘣𝘵𝘢𝘪𝘯𝘦𝘥 𝘩𝘦𝘳𝘦: https://bit.ly/4bzuWCi​

The Pyramid — Edition 13 · Burger Index & Guide
 
🍔 BURGER INDEX

Burger Index: Sutton United — 6.1/10

£8.50 burger · £24 admission · £5.90 Signal Lager

An £8.50 rib cap burger at the 360 Engage Stadium, £24 through the turnstile and £5.90 for a pint of Signal Lager. That’s £38.40 for an evening at the fifth tier — the dearest visit the Index has made to any club below the Premier League, and within £3.50 of what the same measurement cost at Tottenham.

The burger was burnt past the point of judging. The more interesting thing is the pitch underneath it: Sutton spent over £500,000 ripping out a 3G surface in 2021 because EFL rules demanded grass, came back down to the National League where 3G is allowed, and laid a hybrid pitch instead — because Crystal Palace Women now play their WSL fixtures there.

Read the full entry →
 
NEW: THE GUIDE

How to Read Your Club’s Accounts: A Fan’s Guide

Every professional and semi-professional club in England files financial information somewhere public. Most of it is never read by the people it matters most to.

This is the piece we should have written first. What turnover actually includes and why transfer fees usually aren’t in it. What EBITDA leaves out. Why called-up share capital of £6.4m sits in the same accounts as £27,286 of cash at a club that couldn’t pay its staff. Where to find the filings, including the clubs that file with the FCA instead and the ones that file nothing at all.

There’s a worked example using Gateshead’s actual balance sheet, a section on tracing ownership through confirmation statements and share allotments, and an honest account of what the filings will never tell you.

It sits in a new Guides section alongside our explainer on the pyramid itself.

Read the guide →
 

Gateshead’s new investors promised immediate payment of the outstanding September wages on Friday. We’ll keep following whether that has happened.

If there’s a club whose accounts you’ve tried to read and couldn’t make sense of, reply and tell me which one. That’s partly why the guide exists.

Arthur Lewis
The Pyramid

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.