This needs to be read in the context that any gaps in information are not for lack of effort on my part to obtain it from the Chief Executive, Maggie Murphy. In my next series of blogs, I’ll include an open letter sent to Maggie that will explain further. I remain open to corrections and will happily amend any factual inaccuracies (though not interpretations) if Maggie provides clarification.
“Now, how can we mess this up?”
Years ago, my most-read blog had the same title—though it included a slightly more colorful phrase. Today, we’ll examine a similarly baffling scenario.
Lewes FC’s “hospitality partner” is Only With Love, a brewery based in Uckfield, founded by former Lewes FC directors Roger Warner and Steve Keegan. This fact might be worth bearing in mind as we dive into the situation.
For context, Lewes is home to the iconic Harvey’s Brewery and several fantastic microbreweries. Despite these local options, the Lewes FC board decided they couldn’t address the club’s financial challenges by running catering operations in-house—something almost every other football club manages. Instead, they opted for the easier route of outsourcing, resulting in what can only be described as a textbook example of kicking the can down the road.
So, what were the options?
The Obvious Choices:
- Abyss Brewery
- Based in Lewes
- 4-star rating
- Experienced with permanent outside catering and event strategies
- Beak Brewery
- Based in Lewes
- 4-star rating
- Experienced with permanent outside catering and event strategies
The Actual Choice:
- Only With Love
- Based in Uckfield (8 miles away)
- 3.5-star rating
- No permanent outside catering structure
Surely, a community football club like Lewes FC would prioritize local, more qualified businesses? Apparently not. The board opted for the less experienced, out-of-town option. But why? Is there a logical explanation?
The “Why” Behind the Decision
After a brief dialogue with Maggie Murphy, Lewes FC’s CEO, it seems the decision was heavily influenced by Only With Love’s pre-existing presence on matchdays during the previous season—a setup facilitated by a club director. Essentially, they were handed the partnership on a silver platter, without a competitive process. When I asked whether the club had performed due diligence and reached out to the other two local breweries, I received no definitive answer.
Let me be clear: I am not criticizing Only With Love. They brew excellent beer. My issue lies with the decision-making process, which appears to lack transparency, due diligence, and sound financial judgment. Based on the information available to me, this seems to have been the easiest option, not the best one. I’m happy to be corrected if there’s more to the story.
The Consequences of This Arrangement
Catering, when managed effectively, can be a significant income stream for the club. By outsourcing it without even consulting Abyss or Beak, the board missed an opportunity to work with local, better-qualified partners who align with the club’s constitution and values.
Additionally:
- No Proper Contract: The agreement with Only With Love is a Memorandum of Understanding (MoU), not a formal contract. An MoU can be either robust or little more than a loose alignment of ideas. I requested access to the MoU for transparency but was denied. Without seeing the details, it’s impossible to assess the arrangement fully.
- Service Issues: My personal experience contradicts claims of success. Beer queues remain long. At one recent match, I waited until the second half to get served. Additionally, Only With Love staff served visibly intoxicated individuals—illegal under licensing laws. When I raised this with the staff, they claimed ignorance. This kind of negligence could jeopardize the club’s alcohol license.
While the club insists queues are improving and staff are well-trained, I suspect smaller gates, rather than operational improvements, are behind any reduction in wait times.
A Missed Opportunity
With its large matchday crowds, Lewes FC should either run catering in-house or, if outsourcing, conduct a thorough, transparent selection process. Relying on the easiest option smacks of laziness and financial imprudence—an attitude enabled by reliance on external funding to cover operating losses.
As it stands, the club’s approach to catering is an avoidable mess. I can only hope that proper due diligence will be performed next year, though I’m not holding my breath.
The Rights of Fans. 