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The Pyramid — Special Edition · Who Owns the Ground
Special Edition: Who owns the ground. A stadium you own is an asset. A stadium you occupy belongs to somebody else.
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Football finance all the way down
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Special Edition — Who Owns the Ground
7 October 2026
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A stadium is the largest thing most football clubs will ever own — or the largest thing they will ever rent.
We have published four stadium stories in two days, and they turned out to be versions of the same question. Wrexham are building a £69m stand with public money alongside private capital. Leyton Orient's owner is proposing a stadium inside a development requiring billions, and nobody has said who will own it. Swansea want to buy the ground they already play in. Kingstonian are trying to replace an asset that was sold in 2003.
Four clubs, four tiers, one distinction. A stadium you own is an asset. A stadium you occupy belongs to somebody else. Both can work. They are not the same thing.
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THE LEAD STORY
Wrexham's £69m Kop: The Economics Go Beyond 7,750 Seats
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Wrexham have approval to take the new Kop to 7,750 seats, 2,250 more than previously consented, inside a £69,290,363 construction contract worth more than twice the club's annual turnover.
The accounts explain why that can't be a ticketing calculation. Matchday income was £5.963m of £33.335m — about 18% — while sponsorship and advertising alone brought in £10.857m.
A council grant can contribute up to £17.35m, subject to performance conditions. Even if all of it is earned, roughly £52m of the contract sits outside it, and three days after signing the contract Wrexham issued £47.8m of shares to their parent.
The public money is buying something different from what the club is buying.
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Read the full story →
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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.
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Using Roku Ads Manager, the campaign moved from a pilot to a permanent performance engine for the brand.
The Pyramid — Special Edition · Who Owns the Ground (Part 2)
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WHO OWNS THE GROUND?
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Leyton Orient, David Gandler and the Billion-Pound Stadium Question
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Orient turn over £9.4m and lost £4.6m at operating level. Their owner is describing capital expenditure "in the billions of pounds".
A separate development company already exists, incorporated with £1 of share capital two months after the takeover. Whether Leyton Orient Football Club Limited ends up owning the stadium, or holding a long lease from a separately financed property vehicle, has not been disclosed — and those are not the same thing.
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Read the full story →
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Where Could Leyton Orient Build Their New Stadium?
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Gandler says a site has been identified. He won't say where.
Waltham Forest's planning framework narrows the search to four sites around Leyton Mills — but it was written while the City of London intended to relocate New Spitalfields Market to Dagenham. That relocation was abandoned and the market is still operating, so part of the public evidence now describes a land position that isn't going to happen.
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Read the full story →
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Swansea City Want to Own Their Stadium and Training Ground. What Are Their Investors Building?
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Covered in Monday's edition, but it belongs here. Swansea have agreed Heads of Terms to buy the Swansea.com Stadium from the council and want Fairwood from the university.
The council's scrutiny record captures the club's position plainly: owning rather than leasing a stadium is treated differently under football accounting regulations, and affects financial flexibility. What the minutes don't give is the workings. Nor the price.
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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 — Special Edition · Who Owns the Ground (Part 3)
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THE CLUB THAT LOST ONE
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Kingstonian's New Stadium: The Surbiton Search Is Moving Forward
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Kingstonian built Kingsmeadow in 1989. The lease was sold in 2003 for £2.4m and the proceeds went to the club's then owners. They have been groundsharing since 2017 — Leatherhead, Corinthian-Casuals, Tooting & Mitcham, Raynes Park Vale, and now Ashford Town.
Since we reported in July that a Surbiton site was under discussion, the club has confirmed architects are working on planning for a proposed new ground.
The remaining ringfenced money from the Kingsmeadow settlement — around £550,000 at the last disclosure — can pay for surveys, planning and legal work. It cannot build a stadium.
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Read the full story →
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Wrexham are building one with public support and shareholder capital. Orient may end up as tenants of a property company inside a development many times larger than the football club. Swansea are trying to buy one they already use. Kingstonian are trying to replace one that was sold out from under them.
The question we keep arriving at isn't how much a stadium costs. It's who owns it afterwards.
If you've got a club whose ground arrangements don't add up, a lease worth reading or a stadium project that needs following, hit reply and let me know.
Arthur Lewis
The Pyramid
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