Salford looks to make itself a rugby city – of both codes – after stadium deal

PAUL Rowley is ready for a try-ing time as Salford looks to establish itself as a rugby city – so is Alex Sanderson.

And political leader Paul Dennett believes it can help the sport – both codes – through an ‘existential crisis.’

Salford City Council’s buyout of what is now the Community Stadium will go through after it is ratified by its cabinet on Tuesday, September 3.

Then to make the home of both Salford Red Devils and Sale Sharks ‘a destination’, primarily for rugby in the area, while neighbouring Manchester has football giants United and City.

The man who invented the oval ball games, William Webb Ellis, was born in the city, not that you would know looking around.

Its league team has been around for more than 150 years, its union side goes for glory and amateur sides of both codes are hugely successful.

Yet other than Lance Todd Close, Gus Risman Street and Watkins Avenue on the housing estate where the Red Devils’ Willows home once stood, there is hardly anything connecting Salford with rugby.

Once the stadium deal goes through, though, that will change, according to Dennett – who is adamant this is for both codes.

He said, as Sale – coached by Sanderson – are interested in investing in the stadium facilities: “Rugby nationally is facing a bit of an existential crisis, both union and league.

“Government is aware of that issue, it’s not just local to Salford. So designing a strategy to move forward will be absolutely critical.

“Salford Red Devils are more than 150-years-old and Broughton Rangers helped found rugby league.

“William Webb Ellis came from Salford. We have a really proud history and heritage when it comes to rugby in the city.

“It’s right and proper we do justice to that – at the moment where can you go to see that? There’s nowhere.

“We have a stadium and it’s surrounded by and large by businesses and warehouses. What we need to do is create a destination in the city that speaks to the importance of sports and leisure.

“It’s about looking at this not just as the acquisition of a stadium but strategically – how does it hang together with a rugby strategy we need to deliver?

“Sale are currently paying significant sums towards the stadium’s operating costs. They’re an important part of the picture.”

The stadium deal, which will see Salford City Council hand joint venture partners Peel £7 million for its share, plus the land around it, is huge for the Red Devils.

For the 12 years they have been there, they have not received a penny from things like food and drink sales at matches.

Now they will, worth about £150,000 a year, and SunSport understands a number of new sponsorship deals they could not get under the soon to be former agreement are ‘ready to go.’

That could end the days of selling their best players to survive, which Dennett calls ‘tragic.’

And Rowley believes the future looks a lot brighter, saying: “Until someone gives us a key, we’ll cruise on but it’s hugely positive.

“The acquisition of the stadium protects the future, which is more important than anything – the existence of this club is always the number one objective.

“Over time, it opens up revenue and we can’t sit on our hands, we’ve got to find ways of making money.”