Massimo Cellino makes purchases at Elland Road for Leeds United

Well, he marched in to Leeds declaring that he would buy back Elland Road for the fans. However, when he saw the mess that had been left by the old administration, Massimo Cellino had no choice but to renege on that promise. Still, he’s made two other deals at Elland Road today that are definitely moving in the right direction.

The 4 Ss – South Stand sponsorship signed

Cellino and the club announced, via the club’s website and social media platforms, that a deal had been signed with Global Autocare for the official South Stand sponsor and vehicle partner in what Leeds United reported was a “record-breaking partnership”. The fleet management provider will see their brand “dominate Elland Road’s South Stand for the next three years” as well as other prominent placing in the ground and vicinity of the ground. Speaking of the deal, Global owner, Geoff Bloore, said,

“We are lifelong fans and thrilled to be involved. We will bring not only fantastic vehicles to the club, and it’s playing staff, but also some genuinely great offers to the heart of Leeds United, giving something back to the fans themselves.” Geoff Bloore – Leeds United official website 13 July 2015

This ‘giving back to the fans’ ethos involves offering all “Leeds United members and season ticket holders a free of charge MOT.”

Who ate all the Leeds United pies?

Another piece on news coming out of Elland Road is that the club have bought back the catering and beverage rights for bother Elland Road Stadium and the Centenary Pavillion; both rights having been sold to the Compass group back in June 2012 for a reputed £2m with Leeds retaining a profit-share option. This selling of food and beverage rights covered both match-days and non-match-days. Speaking plainly, United’s owner, Massimo Cellino, stated,

“I’m delighted to have brought back what naturally belongs to Leeds United. To be able to provide our own Conference and Banqueting facilities on match-days and non match-days is a positive step in the restructuring of the club. A lot of these assets like the club’s Conference and Banqueting businesses had been sold off over the last 10 years and this has been a contributing factor in the club’s financial losses. Owning our own Conference and Banqueting business again is a significant move towards making Leeds United Football club financially viable on a long term basis.” Massimo Cellino – Leeds United official website 13 July 2015

With these utterances, Massimo Cellino shows that he is making some efforts to bring Leeds United’s assets back under the control of the club itself. However, the Holy Grail is still out there with the ownership of the stadium being the one thing that Leeds fans would melt over. Tantalisingly, Cellino also threw a bone to those waiting and chomping at the bit saying,

“The Elland Road Stadium is another important asset that is high on the list of priorities for me to bring back into club ownership.” Massimo Cellino – Leeds United official website 13 July 2015
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