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West Ham needs a re-set not a rebrand

The departure of Baroness Karen Brady from West Ham has seen other departures following, with Nathan Thompson, the executive director, stepping down with immediate effect. Financial director Andy Mollett will retire at the end of the season. Tara Warren, Brady’s trusted No 2, resigned from her role as executive director in December.

In light of Brady’s exit, sources with knowledge of the situation say Sullivan has no plans to step down and remains fully committed. The 77-year-old, who owns 38.8 per cent of the club, and Kretinsky who owns 27 per cent (via 1890s Holdings), are in the process of purchasing shares from Vanessa Gold — the daughter of the late David Gold. She inherited 25.1 per cent after his passing in January 2023. The deal is expected to be completed in a month’s time, which would bring Sullivan and Kretinsky to just over 40 per cent each. The pair also have a joint-option to purchase more of Gold’s shares.

“This must now be a turning point — not a rebrand,” said West Ham’s Fan Advisory Board. “Deep leadership issues remain at the club however. West Ham United needs leadership that respects supporters as stakeholders, restores transparency, and rebuilds trust through action, not words."

“Her (Brady’s) time at the club will not be judged by corporate messaging, but by the lived experience of supporters. On that measure, her legacy is deeply damaging. The move to the London Stadium was sold as progress. We were told ‘we had no choice, we had to move in order to compete’. For many, it has delivered the opposite — a dilution of identity, atmosphere and belonging. Many supporters will conclude that, in this respect, the club’s leadership has fallen short.”

The New York Times said that her legacy was ‘divisive’ but most fans had stronger things to say in the comments section.

One can understand why Brady felt the need to develop the persona of a hard faced business person in a masculine world, but it didn’t make her popular, nor did her insistence on being addressed as ‘Baroness’.

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