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Danny Mills confirms what Newcastle fans already thought of him with latest Mike Ashley comments

11 months ago
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Danny Mills has given his ‘expert’ opinion on events at Newcastle United, yet again.

Despite having absolutely no connection to NUFC, the former Leeds defender spends an inordinate amount of time talking about the Magpies.

This time, it is the decision of Mike Ashley to give 10,000 free season tickets away.

Fitting in with his usual clueless comments Danny Mills says it is a ‘masterstroke’ by the NUFC owner.

Mills says that ‘The biggest things owners panic about, are results and crowd numbers’ and that as they (club owners) can’t do much about the results (according  to Danny Mills), it is a sensible thing to do something about the ‘crowd numbers’ and give 10,000 free season tickets away.

The only problem with Mike Ashley’s masterstroke, is that the likes of Danny Mills and so many others in the media who are slavishly saying how great this give away is, is that not one of them are explaining why nobody else is doing this, if it such a great idea.

Danny Mills used to play for Middlesbrough and every season they have more than 10,000 unsold season tickets, this season their average home attendance is under 20,000 with some 15,000 empty seats, so why isn’t a ‘masterstroke’ for them to do it?

Or how about Leeds United, another of Mills’ former clubs, when Newcastle United got promoted in 2016/17 with  home average of over 51,000, why wasn’t Danny Mills shouting at Leeds United to boost their 27,698 average by the masterstroke of giving away 10,000 free season tickets?

He obviously can’t say why because it is a ridiculous thing in terms of the longer-term for any football club to give away 10,000 free season tickets.

It totally devalues the product and leads to all kinds of additional problems down the line, as Mike Ashley will find out next summer (if he is still here…please  no!).

Mike Ashley is only doing this to protect the value of his Sports Direct advertising at the stadium and it is no coincidence that there is a massive SD PR push kicking off on Monday, when SD will be rebranded as ‘Fraser Group’ with immediate effect, Ashley wanting to get maximum impact when all the branding/advertising is swiftly changed from SD to Fraser Group at St James Park.

Danny Mills asked by Football Insider whether it was a masterstroke by Mike Ashley to give away 10,000 season tickets:

“Yeah of course it is!

“The biggest things owners panic about, are results and crowd numbers.

“So quite often they can’t do too much about results.

“But with crowd numbers and getting the team well supported, you can at times do something about that.

“And that is clearly what they are trying to do.”

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