Fast forward to January 2014, and Leeds United finds itself under the management of Brian McDermott, leading a mediocre Championship team. The club is struggling financially, with ownership issues and Elland Road not under their control. Fans have lost their passion for the club following the financial turmoil that plagued Leeds since its bankruptcy in 2004.
Enter Massimo Cellino, famously known as the ‘King of Corn,’ who attempts to purchase Leeds in January but faces obstacles due to ongoing legal battles in Italy, failing the Football League’s owners test. Despite setbacks, he eventually becomes the president of the club. His ownership tenure is marked by drastic changes, including an eccentric leadership style, numerous managerial changes, a spree of 14 new signings, and severe cost-cutting measures.
Cellino discloses the dire financial situation he inherited at Leeds, revealing staggering losses of £100,000 per day or £36.5 million annually before implementing his cost-saving strategies. Through his efforts, he manages to reduce losses significantly, eventually breaking even and steering the club towards profitability.
Under Cellino’s reign, Leeds undergoes a transformation from a once prestigious Champions League semi-finalist to a club resembling a non-league outfit. Budget cuts are reflected in the diminished facilities for players, such as unused jacuzzis and ice baths, players having to purchase their own essentials like socks and slips, and the discontinuation of catered meals at the canteen.
Although the necessity of Cellino’s austerity measures remains debatable, his tumultuous tenure at Leeds is remembered as a rollercoaster ride. Even after relinquishing ownership to Andrea Radrizzani in stages, Cellino claims to still be owed money for his investment in the club, highlighting the lingering complexities of his legacy at Leeds United.
