Liam Dooley Open Letter

Shrewsbury Town CEO Liam Dooley addresses supporters in his latest open letter, discussing a range of key issues at the Croud Meadow.

Dear supporters,

I wanted to share our latest update, which follows our commitment to communicate wherever possible, and wherever NDAs and legal requirements allow.

This is part of our regular 12-weekly updates, and follows my recent interview with BBC Radio Shropshire, where I addressed questions around the managerial change, the transfer window, and the potential takeover. There is no new news on that front currently.

What I can say is how pleased we are to welcome our new players and management team to the football club. They have made a fantastic start and are already helping to bring a real sense of togetherness back to our club.

That togetherness is visible not only on the pitch, but also in how we try to engage with supporters. To that end, we are working on a number of ticketing initiatives - including the recent three-game home bundle, which saw supporters take in three (thankfully winning) fixtures this week. These initiatives reflect our desire to keep football accessible to all.

We will soon bring back the popular “friend for a fiver” fixture. There will also be our annual upcoming discounted members’ match. We are also preparing to launch a grassroots ticketing scheme with local clubs. These initiatives are all part of strengthening the bond between club and community and encouraging the next generation of Shrewsbury supporters.

In the coming weeks we will launch our early bird season ticket prices for 2026/27, holding prices at current levels while offering all under-13s the equivalent of £1 per game when accompanied by an adult. This prize freeze comes despite the club absorbing significant cost increases, taxes and national insurance contributions.

Commercially, the progress the club has made has been outstanding. Despite last season’s relegation, the commercial department has secured 53 new sponsors this campaign, effectively adding a new partner every week. That is a phenomenal achievement, and credit must go to Steve Maden and his team.

All our executive boxes are sold out for the remainder of the season, and with all but-two match sponsorships sold there is only limited availability in the Sovereign Suite.

Off the pitch, our digital journey continues, culminating in a completely new website launching around the end of this season working with our partners at Shoothill.

Our end-of-season calendar will include the popular play-on-the-pitch event, supporter and sponsor awards evenings celebrating our Player of the Year awards, the STFC Golf Day, and a series of 'Evening With' events raising money for both the club and the foundation. More details on those will be announced soon

It would be remiss of me not to take a moment to recognise the phenomenal work of Dom and his grounds team. The condition of the playing surface has been exceptional given the volume of fixtures, training demands, and challenging weather conditions. They deserve enormous credit - as does the foundation for opening up their 4G facility to the first team during extreme weather. It is a real testament to the collaborative spirit within the club.

We also look forward to hosting the Armed Forces Final alongside our Military Matchday against Crewe on 21st March. We will again welcome England Women's Under-23s to the Croud Meadow in March. And we will host a further STFC Women's fixture and our Her Game Too match later in the season.

Following last year's successful trial, we are also proud to be hosting all Shropshire County Cup finals at the stadium in partnership with Shropshire FA, as part of our popular Play on the Pitch fortnight

Supporter safety and searching continues to improve week by week following enhanced stadium procedures. While I understand some supporters find this frustrating, every decision is made with safety as the priority. The process has streamlined considerably as the season has progressed and, while occasional queues may still occur, we are actively working to reduce these. Ultimately, if a brief wait helps keep people safe, it is something we will continue with - particularly ahead of this becoming a legal requirement in 2027 with the introduction of Martyn's Law.

On that note, I also want to acknowledge the extraordinary response from our medical team and stewards in saving the life of Bob Green - a former gateman of ours for 30 years - last week. We are delighted to report he is recovering well. It is a remarkable example of professionalism and care, and a testament to the outstanding matchday operation that Dave and his team provide.

From a communication standpoint, we encourage supporters to attend our Supporters’ Parliament meeting on February 26, held in person, to discuss off-pitch matters. Questions can be submitted in advance to Roger Groves at slo@shrewsburytown.co.uk

Our Fan Engagement Panel meets online on March 2, focusing on preparations for our 140th upcoming season, details will follow with a link to this meeting for anyone to attend.  These forums are vital for transparency and dialogue.

We recently passed our Fan Engagement audit at the first attempt, and preparations are underway to launch a new fan safety app. This will help fans stay safe to and from the stadium as well as inside. Our Female Focus Group continues to grow alongside their excellent outreach work, while Super Blues continue their fantastic support of the club. Discussions are also ongoing around a number of accessibility improvements, including enhanced ramp access and better facilities for supporters with stoma bags across the stadium.

Hospitality continues to thrive. Sunday dinners returned successfully earlier this month and will continue periodically through the season. Venue usage is strong beyond matchdays, with events held on over 300 days last year, an outstanding achievement by Marcis, Terri and the team. Bookings are already healthy for this year too, and we encourage early enquiries for conferences, Christmas parties, and private events.

Regarding facility improvements, work at Smithy’s bar and the FanZone is nearing completion, with the installation of new changing rooms soon to come.

Financially, the club continues its recovery. Accounts to be published next week show another significant step forward, with losses reduced from £3.2 million to £1.55 million last year, and now tracking well below £1 million - closer to £500,000. This progress reflects disciplined financial management and long-term planning. The Shareholder Meeting will take place on March 10, and shareholders will receive full details by letter and email next week

On the pitch, our academy is enjoying an excellent season, sitting second in the league and pushing for the title. The pathway from academy to senior football is strengthening through loans, daily integration with the first team, and a unified football environment. Our women’s team are performing well in the league, and the team recently enjoyed a successful stadium fixture, with another match scheduled for March.

Beyond football, our foundation continues to demonstrate what it means to be a club truly serving its community. Current programmes support mental health, veterans, dementia care, the elderly, the unemployed, and local schools, with more than 200 students regularly on site. Half-term activities see first-team players coaching the next generation, alongside outreach to care homes and new initiatives supporting vulnerable members of our community. We hope that gives you an idea of the relentless work going on day-to-day to improve both our football club and the lives of those around us. This work goes on 365 days a year, whatever happens on the field.

While this season has presented its challenges, the last few weeks have brought more than mere green shoots - we are seeing real momentum build. The impact of our new management team, the renewed togetherness across the club, and the hard work of every department all point clearly to the direction we are heading.

Although there is no takeover news at present, the progress on and off the pitch reflects a club determined to move forward together. Unity remains our greatest strength, and we thank every supporter for playing their part in that journey.

Thank you for your continued backing.

Liam.