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Southport’s owners have issued an unusually forthright open letter to supporters, urging fans to rally behind the club as they battle to stabilise both performances and finances in the National League North.
Sprinklers at Southport's Haig Avenue
The Sandgrounders sit 19th, with 20 points from 19 games, and have seen their average attendance fall to 1,223 this season — a drop of around 7 per cent according to figures compiled by King’s Lynn Town’s Blue & Gold Supporters’ Trust.
Owners David Cunningham and Kieran Malone told supporters they had taken on the club with the aim of safeguarding its future “for the short, medium and long term”, stressing they have invested “financially, emotionally, and practically” since taking charge.
They pointed to improvements in infrastructure, facilities and matchday operations, but said none of those measures would succeed without a stronger push from the fanbase.
In the letter, the pair said the club “cannot achieve that future alone”, calling on supporters to help in any way they can - from buying merchandise and using the club bar, to attending events and booking private functions at Haig Avenue.
They said even small decisions, such as “paying the extra £1.50 to sit in the stand”, make a tangible difference to income.
The owners also appealed for fans to bring new people through the turnstiles, saying one extra supporter multiplied across the fanbase “becomes thousands of pounds of essential income”.
Cunningham and Malone framed the message as a call for shared responsibility, arguing that “if everyone helps a little bit… the bigger picture becomes enormous”. They said their belief in Southport’s potential remains strong and urged supporters to “stand together” as the club looks to pull away from the lower reaches of the table.