
Last week Sunderland appointed Martin O’Neill as their new manager. Within a couple of days the fanzine A Love Supreme (ALS) were selling an O’Neill t-shirt with a quote from the latest messiah – affirming his commitment to the club he’d supported as a boy. Actually, it being O’Neill, it was less an affirmation than the sort of carefully caveated clause you might expect from a former law student. For the Wearside mythmakers parsing his comments though, it was enough – a definitive statement that the spiritual son of Clough (the messiah who never made it back) had come home. And with that, the latest savior’s honeymoon period had commenced.
Sport being sport, local messiahs tend to follow a doomed trajectory of disappointment amongst fans – the best possible scenario being that it’s great until it isn’t. Before their appointment though, they are quasi-mythical creatures, who fans make beseeching noises to every time they’re lumbered with an incumbent who has carelessly lost the dressing room and left the club “precariously perched above the drop zone”. If only their idol, who understands, would fulfill their destiny, return to their spiritual home and effect a rescue…
Sometimes these messiahs are former much-loved players with a connection to the club (Dalglish, Keegan, Hoddle etc.), others are former managers whose first reign has cast such a shadow over their successors and their own subsequent achievements that they are tempted or coerced back ‘home’, often with anti-climactic results (Gordon Lee at Everton, Keegan’s second coming at Newcastle, Sunderland’s own re-appointment of Bob Stokoe). The latter phenomenon is particularly sad to witness – the idea of a spiritual destiny is a grandiose one that has little in common with the painstaking empirical reality of repairing and rebuilding an underperforming team (and the latter process has no place or time for fond sentiment).
A manager inheriting a new club usually does so when that club is in crisis. To succeed, they have to identify the source of the malaise, move players and staff on (easier said than done if the previous manager has been profligate with the checkbook), identify replacements and impose their own ideas on training, tactics, diet, mental approach, youth development etc. During all this they have to attempt to get immediate results from the existing team and keep the fans onside. All meaningful change takes time of the unTweetable variety, but is usually reported in terms of the new appointment giving everyone a “massive lift”, perhaps with a cursory follow up glance to see if the immediate results have achieved a corresponding “bounce”. For the majority of the media the messiah better clean up quickly if they want to stay known as a miracle worker.
(This is a blog, so I get to put in the kind of non-sequiturs that may only make sense to me, such as the paragraph that follows. Something of the events of the last week and the press coverage of the expectation around O’Neill’s arrival made me think of it, but I’m just putting it out there without further comment than this. If it seems strange, it’s in italics and indented so you know where to skip to. And to really help, I’ve substituted the name Alan Shearer in for Allan Sekula – which has had the unexpected consequence of making me appreciate the former’s punditry as a deadpan satire on the manic, entertainment-driven mechanics of the media)
With my other professional hat on, I was writing the other day about the artist and filmmaker Alan Shearer and in particular about his criticism of media tempo and the way it produces meaning – for example the routine vocabulary for telling the story of a disastrous oil spill will run as follows: images of a stricken ship, a helicopter pan across the slick on the ocean, a close up of a struggling oil-coated bird and a sombre 20 second commentary piece to camera whilst overall-clad volunteers poke tentatively around the beach in the background… Maybe one minute of news story. In his 2006 film “The Lottery of the Sea” Shearer counters this by showing long extended sequences of actual painfully slow clean-up operations – insisting that the soundbite news version of events diminishes the apparent consequences and simultaneously misinforms and absolves the viewer of responsibility to interpret and act. Or just as damagingly, it reports and mirrors events with such a recognizable symmetry that they appear to be part of a natural order rather than ruptures to one.
This is not to say that the fans are passively consuming the media’s version of events. As O’Neill astutely pointed out this week, his fulfilling of a destiny largely invented by others probably buys him around two games worth of grace, before the self-appointed guardians of the soul of the club start wondering what he is doing bringing on a sub five minutes too late and not playing the Argentinian lad. Fans are myopic dreamers by nature – impossibly and helplessly fixated on the immediate minutiae of games whose tactical fluctuations they have no ability to affect, yet spiritually wedded to existential ideals about locality and identity that find an uneasy and contradictory expression through their support of the club (and an extreme sensitivity to how others do the same – as Steve Bruce found out).
In Sunderland, this worldview is as pronounced as anywhere – the city itself has not yet produced as coherent an account of itself as it did in its industrial prime as a shipbuilding and mining town, notwithstanding an expanding university and the ubiquitous spectre of call centres. So the football team, as a surviving (though transformed) relic of that earlier moment, becomes a fetishized icon of a cultural identity whose certainties are only ever fixed in the rear view mirror. For local fans, finding themselves in a transformed landscape, the club comes to stand for a collection of ideals that include working class pride (and sometimes sentimentality), sublimated rivalries that once were articulated at least as much around industry or local politics as sport, and the elusive promise of continuity and heritage.
Within this kind of cosmology, current players are derided as either badge-kissers or as not fit to wear the shirt, other fans too are held accountable as prawn-sandwich brigades, Sky fanboys, Euro snobs (the popular dismissal here in New York), scarfs, wannabes, or other deviations from the one true path, whatever that might be. And managers, even messiahs, are subject to more scrutiny than anyone. There’s an honorable conservative streak in all this of course, that’s found at the core of every meaningful organized fans’ group, but there’s also a recurring reactionary fatalism that feels it can only locate power in creating and then toppling its own idols.

A Love Supreme T-shirt ad
The latest Sunderland idol then, is Martin O’Neill, whose connection to the club is partly that boyhood fan status ALS picked up on (though he was perhaps more a fan of fellow Irishman Charlie Hurley, who happened to play for Sunderland) and partly because he stands as a proxy for his mentor and Sunderland legend Brian Clough. Around the time he was winning European Cups with O’Neill in the Nottingham Forest side he managed, Clough made the infamous claim that he would crawl up the A19 over broken glass to take the Sunderland job. It never happened – successive Sunderland boards never had the inclination or resources to lure him, or the timing was never right, and perhaps most importantly Clough himself was probably aware that he would have been on a hiding to nothing by taking the job and delivering anything less than the near impossible. If you want to remain as a god to a people, it’s sometimes best to never walk too closely amongst them.
For most of the last decade, Martin O’Neill’s name has been invoked by the fans every time there is a managerial crisis at Sunderland and now, finally, he is there. Having seen the team play he has immediately tried to dampen expectations and emphasize the long term nature of the job. He’s wise to. In response, the fans have been…fans. At least one folk song has already been written in his honor before he had actually taken charge of a game, and the message board talk is generally of a new buzz about the place. But there’s also been some caution – longer term fans have been wary of what might happen now they’ve got what they wished for. The last time the club appointed a high profile manager with a strong local connection, who was touted as a savior, was the decision that turned Lawrie McMenemy into Lawrie MackemEnemy (younger Sunderland fans might want to Google that particular debacle with a strong stomach).
Who knows how long O’Neill’s honeymoon will last, but after a honeymoon comes the rest of the marriage – and those sorts of commitments take work and time and a little bit of faith. And when they’re judged in retrospect, it’s rarely for the quality of the vows at the wedding…