A message to the new regime: how Sheffield United could improve off-the-pitch

Joseph Clift on how the new owners could iron out the off-pitch creases at Sheffield United Football Club.

Joseph Clift (Stand United)

A new dawn has broken in the boardroom, and so far, so good for COH Sports. The January transfer window was a breath of fresh air—clear, decisive moves ahead of deadline day for key targets, followed by opportunistic, data-driven punts in new markets. The club’s approach felt refreshingly different. While our co-chairmen have been understated in communications, their backing of Chris Wilder and the recruitment team spoke volumes.

As of writing, we still haven’t heard directly from the new owners. Their vision remains tied to their initial commitment: “enhancing the current organisation with the highest quality in areas of need, to further improve the club both on and off the pitch.” Chris Wilder recently said they “are not just here to sit in the background; they're hands-on owners.”

With the transfer window now behind us, what off-the-pitch projects might Steven Rosen and Helmy Eltoukhy focus on in the coming months?

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Joe Russo’s arrival on the board grabbed headlines, but perhaps more telling is the involvement of Len Komoroski. With a strong track record in developing US sports franchises, his expertise signals the importance COH Sports places on off-the-pitch opportunities.

With that in mind, here’s a wish list of potential projects the new owners could kick-start this year—and what kind of investment might be needed to make them happen.

Delivering the New Training Ground

Opportunity knocks—Rosen & Eltoukhy need only open the (new facility in) Dore. United got the keys last summer to the former HSBC Sports and Social Club, but until the takeover, development discussions were minimal.

This is an obvious priority for the club—perhaps the priority off the pitch—that will benefit both the first team at this new site and the academy with its sole use of Shirecliffe and potential Category One status.

Stephen Bettis spoke shortly after the Dore land purchase about building a training facility “that works for us” based on previous planning, including four full-sized pitches (two Desso), six 5-a-side pitches, and a new first-team complex with offices, a gymnasium, and potential player accommodation. Excluding land costs, the project would require ~£8-10 million and about two seasons to complete.

How does this compare to other clubs’ recent projects?

• High-end: Bournemouth’s new Canford training complex is nearly finished, developed since summer 2022. Costing £32 million (excluding land), it covers 57 acres, with nine full-size pitches and facilities for their academy and women’s team.

• Mid-range: QPR’s Heston training ground opened in 2023 after development from early 2022. Covering 27 acres, it includes seven pitches (five Desso), a domed indoor pitch, first-team offices, and medical facilities, costing £20 million.

• Modest: Bristol City’s Failand training ground, completed in 2021, took 18 months and cost just over £12 million. Its 14 acres include three full-sized pitches, a gym, medical and rehab facilities, and club offices.

United’s original Dore plan aligns more closely with Bristol City’s, but with fresh leadership, the scale of the project may be reconsidered.

Sprucing Up the Stadium

As finances tightened, Bramall Lane slipped down the investment priority list. The Fan Zone’s introduction has been a welcome addition, but new ownership may unlock further opportunities to enhance the stadium.

Len Komoroski’s experience is particularly relevant. At the Philadelphia Eagles, he oversaw the transition from the much-maligned Veterans Stadium to a new, revenue-generating venue. With the Cleveland Cavaliers, he led a $185 million transformation of Rocket Mortgage FieldHouse, enhancing entrances, food and drink options, and in-venue technology.

A return to the Premier League would mean packed-out games again. Should expansion plans for the Kop and South Stand—held in planning permission for over 15 years—be revisited? Football ground design has evolved significantly in that time, particularly in fan experience, construction techniques, technology, sustainability, and safety. The new board’s fresh ideas could modernise these plans.

Out Run. Out Fight. Out Play. Out Sing.

“We know what you all bring to the team: the most passionate support in the country; loyalty, heart, and soul. We have been hugely impressed by the support and noise at Bramall Lane, especially during our great win over our city rivals.” — COH Sports

The new owners are striking the right tone with fans. Investing in the club means more than just strengthening the first team—it’s about growing the fanbase and enhancing matchday experiences at Bramall Lane. While the derby showcased a boisterous crowd, lower-profile games, like Plymouth last month, highlight when it’s trickier to generate atmosphere.

With the Fan Advisory Board now established and assessing fan experience improvements, this is a prime opportunity to optimise Bramall Lane’s atmosphere. How can we amplify what already works and encourage louder, more consistent support? Could areas beyond the Kop become atmosphere hubs?

[1] Raising the Roof

Even replacing the Kop roof to remove obstructive pillars would boost the atmosphere. Wrexham’s new 5,500-capacity Kop, designed by Populous (the architects behind Tottenham Hotspur Stadium), incorporates acoustic engineering to amplify fan noise. Spurs installed sound-reflecting panels beneath their stadium roof to enhance the atmosphere. The same firm is designing the Cavaliers’ new training complex so it’s familiar territory for Komoroski.

[2] Safe Standing

United lag behind on safe standing. Currently, 29 of 44 Premier League and Championship clubs have implemented or plan to implement it, with over 100,000 standing-capacity seats now in use. Fan experience, safety, and crowd management have all improved as a result—benefits for supporters, authorities, and stewards alike.

United aren’t starting from scratch—examples exist across both modern and historic stadiums. Some clubs have moved quickly, while others have taken time to consult fans. Safe standing is an obvious step forward. It fits within Bramall Lane’s existing structure, and converting roughly half the Kop would cost around £750,000 and could be completed during a preseason.

[3] Singing Section

At times, the Kop carries too much of the burden for generating atmosphere. The idea of an additional, designated singing section often meets resistance, but many clubs are adopting them successfully. If well planned, it could complement rather than compete with the Kop, adding something new to the matchday experience.

Safe standing could play a role here too, revitalising quieter sections. QPR, for instance, converted a former family stand. The Bramall Lane Upper might be ideal and its conversion to safe standing would avoid logistical issues, such as relocating season ticket holders. The entire upper tier could be converted for around £400,000.

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There’s plenty for COH Sports to get their teeth into, and the board’s expertise brings fresh insight into where off-the-pitch value can be added. A year ago, serious infrastructure investment seemed unlikely. But if the January transfer window is any indicator, the new owners are ready to act quickly.

Their long-term vision for the club will be fascinating to hear—and even more exciting to see in action.