The South Shields programme contained an exclusive Q&A with co-owner David Cunningham and is reproduced in full here.
What has been the most satisfying thing since arriving at the club?
The most satisfying thing has been seeing how everyone has bought into our vision from the volunteers to the players, staff, and supporters. The commitment, energy, and belief shown by everyone connected to the club has been incredible, and it gives me real confidence that we’re all pulling in the same direction to take our club forward.
And what if anything has disappointed you most?
Of course there have been plenty of challenges since we took over, but I wouldn’t say I’ve been disappointed. Dwelling on negatives won’t help anyone what matters is how we respond. For me, it’s about focusing on the positives, learning from the setbacks, and pushing forward to turn the club’s fortunes around.
It has been said on several occasions that you have “saved the club” how true is that, where we on the brink?
This isn’t an exaggeration at all. When we took over, the club had huge outstanding debts and nothing in the bank. Many creditors including HMRC who had already issued court proceedings, and a substantial wage bill was due within days. On top of that, the Charity Commission had written to both us and the National League to say they would block any sale of shares due to concerns over a possible misappropriation of charity funds.
Put simply, there was no money available to meet the debts either from the previous owners or within the club itself. Without intervention, the doors would have closed for good, and the first game of this season would never have been played.
Kieran and I, with the support of our legal team, worked tirelessly to satisfy both the Charity Commission and the National League, ensuring the sale could progress and that we could service the immediate debts. That’s the only reason the club is still here today.
You have changed the traditional walk out music that has been played since the 60’s and upset a few people why did you feel the need to change it?
I completely understand that some supporters feel strongly about the change, and we didn’t make the decision lightly. Beforehand, we spoke with a number of club historians, and the view was that the song didn’t have a deep-rooted connection to Southport FC, it had simply become tradition because it had always been played.
That said, we know how noticeable a change like this is, and we respect that it takes time to adjust. But ultimately, our responsibility is to think about the future of the club. We can’t survive on our core fanbase alone we need to bring in new supporters and create an experience that excites people and keeps them coming back.
“O Fortuna,” while maybe not the final solution, does build atmosphere and adds to the sense of spectacle on a matchday. Football is an entertainment industry, and we have to make sure the whole experience on and off the pitch is engaging for everyone. The aim isn’t to erase tradition, but to build something that carries Southport forward.
As I am sure you are finding, owning a football club costs a lot of money, have you been surprised at what it is costing and are there any potential new people coming on board?
Every day, Kieran and I are working hard to make this club sustainable. At the moment, the funds we put in each month are the complete opposite of sustainability, but we’re committed to doing so until we achieve our goal.
At the fans’ forum we were clear that we wouldn’t rule out further investment, but right now we’d be selling the club short, it isn’t yet in a position where it’s an attractive, investable business. Our job is to change that: to build real value both on the pitch and within the local community. Only then can we bring in the RIGHT KIND of third-party investment to help take our club forward.
The new Fan Zone has been a great success any plans for any further ground developments?
Yes, we’ve got plenty of plans in place. The new pitch has been a huge step forward and we’re confident it will hold up well through the winter months. The new corporate box has also been a great addition, and the away bar should be open before the end of September.
Looking ahead, we’ve already set plans in motion for new floodlights and some major infrastructure improvements around the stadium. With the games coming thick and fast, finding big enough gaps in the calendar to carry out the work is a challenge but the plans are there, and we’re determined to keep improving the matchday experience for everyone.
Any progress on the new training facility at KGV?
Work has already begun on our new first-team training centre at KGV. If you look across from the Popular Terrace, you’ll see the pitch work underway the move-in date will depend largely on how that progresses.
The KGV site is a huge step forward for our football club. Week after week, we’re competing with teams who not only have bigger budgets but whose players train 30+ hours more than ours. While we’re not yet in a position to go full-time or even adopt a hybrid model, it’s vital that we put the right infrastructure in place now so that, when the time comes, we’re ready to make that step.
This is about building for the future, laying the foundations for Southport FC to grow into the club we all believe it can be.
There have been some changes in key staff roles since you arrived. Can you tell us more about that?
When we came in, we knew there would be some changes to make in order to move the club forward. We’re grateful for the work of those who were here before us, but it was important to bring in people who share our vision for Southport’s future.
One of the best examples is our new Commercial Manager, Elliot. He’s been a fantastic addition someone who really understands what we’re trying to achieve and who’s already making a big impact. Building the right team off the pitch is just as important as on it, and we’re excited about the progress being made behind the scenes.
A general message to the fans
We all know the first few games haven’t gone the way we wanted, and nobody feels that more than the lads in the dressing room. But let’s not forget we’ve brought in 14 new players, a young and hungry group who are desperate to make their mark here at Southport.
They’re still learning about each other, still building those bonds, and that takes time. But what I see every day is effort, commitment, and a real desire to grow into a side that will make this club proud. What they need now is you. Your voices, your support, and your belief can lift them more than you’ll ever know. Stick with us, stay behind this team, and let’s go on this journey together.
This is just the start, and with your backing I truly believe we’ll build something special.
