Arriving back home in Leeds in 2015, after almost a decade in Cape Town, South Africa, was a culture shock.
I had visited Leeds a few times, but never long enough to fully absorb all the changes and developments that was unfolding.
Truth be told, my relationship with Leeds had lost its spark. I was eager to return to my new love, Cape Town.
Leeds: A Stopgap
When I left Cape Town, coming back to the UK was meant to be a detour on my way to Canada, with the US as another possibility.
The plan was to tie up loose ends in Leeds before moving on to explore opportunities in sports digital publishing. But, as the saying goes, the best-laid plans of mice and men often go awry.
Somehow, Leeds City Council and Marcelo Bielsa conspired to play matchmaker, and I found myself falling for an old flame.
It was like rekindling a past romance. Old feelings returned, and before I knew it, I was head over heels again—with Leeds and Leeds United.
Leeds: A Digital Powerhouse
I returned to a city transformed. Leeds had become a digital hub, its skyline punctuated by modern glass buildings, and its economy buoyed by thriving tech businesses.
The city’s tech growth was impossible to ignore, with its digital sector employing over 100,000 people and contributing £6.5 billion annually to the regional economy.
It was now home to major organizations like Sky, Sporting Life, Channel 4, DAZN, Paddy Power, William Hill, Pitch Hero, Football Co, the Professional Squash Association, and Hudl—a perfect launchpad for Planet Sport.
The Leeds Digital Festival highlighted that the City had morphed into collaborative place for like-minded companies and entrepreneurs.
The Leeds Digital Festival underscored how the city had evolved into a collaborative space for like-minded companies and entrepreneurs.
Leeds Murals
Walls across the city came alive with vibrant murals celebrating Leeds United legends, both past and present.
Pablo Hernandez adorned the side of the Duck and Drake pub.
The “United We Stand” mural brightened the hoardings at 85 Kirkgate.
A striking piece featuring Kalvin Phillips alongside South African icons Lucas Radebe and Albert Johanneson stood proudly at 28 The Calls.
The city buzzed with a newfound energy, radiating ambition and a sense of purpose. Leeds was on a mission to regenerate and rebrand itself.
Leeds City Council, local universities, the Leeds Digital Festival, and countless other institutions had joined forces to position the city as the fastest-growing tech hub in the North. Widely regarded as the best place to launch a tech company outside London, Leeds was even being tipped as a future rival to San Francisco.
Despite being back home, I initially felt like an outsider. So much had changed.
But reconnecting with Leeds United? That came naturally.
Marcelo Bielsa Heartbreak
Then came the rollercoaster ride—the ecstasy and agony, the promotion near-misses, and finally… finally, Leeds were back in the big time, holding their own among English football’s elite.
When Bielsa was sacked, it felt like the club’s collective heart had been torn out.
Yet his dismissal did little to tarnish Marcelo’s legacy or his status as a Leeds legend. His image remains etched into the hearts of countless locals and newcomers alike.
Bielsa didn’t just energize the football community; he galvanized the entire city. What he did for Leeds is often compared to what Claudio Ranieri achieved for Leicester—bringing not only success but a renewed sense of pride and optimism to the city.
Following Leeds
There is, however, a downside to Leeds’ return to the top flight. Tickets are scarce, and the demand makes them tough to secure.
Elland Road, just a short walk from my office, feels tantalizingly close yet so far.
To make matters worse, the longstanding blackout on live TV broadcasts of Premier League, Football League, or FA Cup matches on Saturdays between 2:45 p.m. and 5:15 p.m. adds to the frustration.
Colleagues are probably sick of hearing me reminisce: “Back in South Africa, we could pick and choose from live matches on TV.”
And it’s true—over there, fans are spoiled for choice. SuperSport broadcasts every Premier League game live across multiple channels.
These days, I often find myself sitting in my car, glued to my phone, listening to my former colleague Adam Pope’s lively and insightful commentary on BBC Radio.
On the rare occasions when Sky Sports, BT, or Amazon decide to stream Leeds games, the local pub becomes my favorite spot.
There’s something uniquely satisfying about sitting shoulder to shoulder with a rowdy crowd of fellow supporters. The banter and camaraderie are unmatched, even as a few brave Man United or Liverpool fans linger in the corners, shouting at the TV before retreating to sip their IPA in silence. It’s an underrated social experience and one of the true joys of being part of Leeds’ passionate fanbase.
The Future
I want more of the same. I hope Jesse Marsch and his team keep us in the Premier League. Better yet, I dream of Leeds breaking into the top six.
But I’m realistic. Competing at that level demands significant investment.
Like many Leeds fans, I can’t help but look enviously at Newcastle’s financial clout or Chelsea’s relentless transfer activity and think, “That could be us one day.”
Is a Takeover Needed?
Leeds aren’t destitute, but the prospect of a full takeover by the 49ers has fans waiting eagerly, daring to dream of what could be.
A takeover would likely bring a much-needed injection of resources—resources that could not only solidify Leeds’ Premier League position but also elevate the club to new heights.
Can Leeds replicate the glory years of Peter Ridsdale’s reign—Champions League nights under David O’Leary—without the financial mismanagement? That remains to be seen, but it’s a tantalizing prospect.
The Relegation Battle
These are nerve-wracking times for Leeds fans. The club is in the thick of a relegation dogfight, a true test of the players and Marsch’s leadership.
For all his visible passion, Marsch doesn’t hold the same reverence as Bielsa. Fairly or not, he’ll always stand in Bielsa’s shadow.
Even securing survival might not be enough to win over skeptics. To draw favorable comparisons to his legendary predecessor, Marsch will need to achieve something truly remarkable.
A Rollercoaster
Time has flown, and I’ve embraced the highs and lows of Leeds—both on the pitch and in the digital space.
Planet Sport has thrived, with Planet Sport Bet now complementing established brands like Football365, TEAMtalk, PlanetFootball, Planet Rugby, Planet F1, and others.
Meanwhile, Leeds United seem to have developed a fondness for American influence. With the 49ers in the wings, it feels like an American invasion is underway.
No other team in Europe’s top leagues boasts such a strong U.S. connection:
- Coach Jesse Marsch.
- Players Tyler Adams, Brenden Aaronson, and, most recently, Weston McKennie.
For now, there’s plenty of optimism. But the question remains—can Marsch and the growing American presence take Leeds to the next level?
