Sky Sports have announced that they will be broadcasting Salford City’s first game in the Football League, at home to Stevenage.
The Ammies were promoted from to League Two following their National League Play-Off victory, beating A.F.C Fylde 3-0 at Wembley. Stevenage, meanwhile, finished 10th in League Two last term and are beginning to improve on their solid mid-table finish as they begin their sixth season in English football’s fourth tier.
However, the widespread response to Sky’s Tweet revealing the televised fixture between the two sides showed a mixture of anger and incredulity. Many responded to the announcement with accusations of bias towards the Manchester-based team:
Awful but not surprised. First of many Neville FC games on Sky
— Matt Cooke (@Mattpie95) June 20, 2019
Surprise, surprise. Salford live. When will this media love-in ever end?
— Rich Cocksedge (@RichCounty27) June 20, 2019
I think everyone saw this coming a mile off, they're gonna be on as often as Sky can get them on.
People were asking for more lower league games, but we all know it's gonna be Salford every time and nobody else.
Crap.— Liam (@LMcVann44) June 20, 2019
This is not the first time Salford City have appeared to benefit from favourable television coverage. In 2015 the BBC broadcast Class of ’92: Out of their League, a documentary providing behind the scenes insight into the running of the club. This interest stemmed from the club’s ownership, with former Manchester United stars Gary Neville, Phil Neville, Nicky Butt, Paul Scholes, Ryan Giggs and David Beckham all being shareholders in the club.
This seemingly biased coverage of The Ammies spread to the live coverage of their FA Cup run in 2015, which culminated in a loss in a Second Round replay at Hartlepool United. BBC broadcast their Round 1 victory at over Notts County and Round 2 draw with Hartlepool, before BT showed their replay defeat to The Monkey Hangers. In total, The Mirror revealed that the then-Non-League side gained in excess of £175,500 from these matches alone.
Broadcaster bias has not been the only source of controversy regarding Salford City in recent years. The club were widely criticised following their signing of Aberdeen striker Adam Rooney last summer, who is reportedly paid a wage of £4,000 per week. Such money being spent in the National League led to accusations of buying success, spearheaded by complaints made by Accrington Stanley owner Andy Holt. Furthermore, The Daily Mail revealed Salford’s shareholders had given the club more than £2.4 million in interest-free loans, a figure which will inevitably turn heads in a division where so many operate on tight budgets.
The Ammies have clearly started their time in the Football League with intent, making a number of signings as they look to consolidate their Football League status. They have recruited promising talent from the National League such as Dan Jones and Joey Jones, from Barrow and Eastleigh respectively. Salford have consolidated these moves with the signings of established Football League players Oscar Threlkeld and Richie Towell, who will provide experience of successful campaigns in the Football League.