Reading fan protest group offer their cash-strapped club £3.5k with five conditions
Reading fans have offered to sponsor their financially-stricken club for their upcoming League One clash against Birmingham City. Sell Before We Dai is a Royals fan-led pressure group campaigning for owner Dai Yongge to sell the club. Reading owner Yongge continues to face backlash from fansRex Features Yongge, alongside his sister Dai Xiu Li, acquired a 75 per cent stake in the EFL club in 2017 but has since overseen financial troubles. Wages have not been paid in full and on time on numerous occasions, and failed payments to HMRC have led to transfer embargoes. Reading have faced points deductions as a result, with one instance leading to their relegation from the Championship in 2023. Fans have continuously protested against the ownership amid failed takeover attempts, and even caused a match to be abandoned after they stormed the pitch. Ahead of Saturday’s home match against Birmingham Sell Before We Dai revealed their interest in the matchday sponsorship. This comes after the initial sponsor cancelled and in an email to the club, the protest group detailed their thinking behind the move. “Dear Reading Football Club, To confirm, we are interested in the matchday sponsorship option,” it read. “Given we are a protest group campaigning against the ownership, we imagine you have some reservations – but here are our suggestions to put you at ease; “1. We are cash buyers. We are ready to pay now. Given the club’s well-documented financial struggles, we thought this would be appreciated. “2. We are willing to pay over the odds. The current price is £2,500 – we would pay £3,000 with an additional £500 being put towards the Community Trust, hopefully with a view of providing more tickets to young, underprivileged fans. Protest Group Sell Before We Dai are willing to sponsor this weekend’s matchSell Before We Dai They have been very vocal against the Yongge ownershipGetty “3. We are a protest group, but we love our club. Given the club’s difficulty in getting a sale done, we will work with you to produce positive messages around the stadium. Messages that help with the sale, rather than criticise Dai Yongge e.g. ‘Buy The Club’, ‘Club for Sale’ or “Email [email protected] for more details”. “4. Dai Yongge and his cronies haven’t been seen at the stadium for years now – they won’t even notice. “5. We’ve only got five players in June. Won’t be much hospitality to sell, may as well try something new. “Let us know if you would like to proceed and regardless of your decision, we’ll share the opportunity on our social channels to help find a buyer. [For the hospitality package]. All the best, Sell Before We Dai.” A proposed takeover at Reading collapsed earlier this month after a period of exclusivity with an unnamed group expired. This came after failed bids from former Wycombe Wanderers owner Rob Couhig and ex-Royals chairman Roger Smee in 2024. Reading fans stormed the pitch at their Madejski Stadium last year@JacobsBen X Reading are ninth in League One and four points outside of the play-off spots with 31 matches played. Former Royals striker Noel Hunt is their current head coach after Ruben Selles joined Championship side Hull City in December.
Reading fans have offered to sponsor their financially-stricken club for their upcoming League One clash against Birmingham City.
Sell Before We Dai is a Royals fan-led pressure group campaigning for owner Dai Yongge to sell the club.
Yongge, alongside his sister Dai Xiu Li, acquired a 75 per cent stake in the EFL club in 2017 but has since overseen financial troubles.
Wages have not been paid in full and on time on numerous occasions, and failed payments to HMRC have led to transfer embargoes.
Reading have faced points deductions as a result, with one instance leading to their relegation from the Championship in 2023.
Fans have continuously protested against the ownership amid failed takeover attempts, and even caused a match to be abandoned after they stormed the pitch.
Ahead of Saturday’s home match against Birmingham Sell Before We Dai revealed their interest in the matchday sponsorship.
This comes after the initial sponsor cancelled and in an email to the club, the protest group detailed their thinking behind the move.
“Dear Reading Football Club, To confirm, we are interested in the matchday sponsorship option,” it read.
“Given we are a protest group campaigning against the ownership, we imagine you have some reservations – but here are our suggestions to put you at ease;
“1. We are cash buyers. We are ready to pay now. Given the club’s well-documented financial struggles, we thought this would be appreciated.
“2. We are willing to pay over the odds. The current price is £2,500 – we would pay £3,000 with an additional £500 being put towards the Community Trust, hopefully with a view of providing more tickets to young, underprivileged fans.
“3. We are a protest group, but we love our club. Given the club’s difficulty in getting a sale done, we will work with you to produce positive messages around the stadium. Messages that help with the sale, rather than criticise Dai Yongge e.g. ‘Buy The Club’, ‘Club for Sale’ or “Email [email protected] for more details”.
“4. Dai Yongge and his cronies haven’t been seen at the stadium for years now – they won’t even notice.
“5. We’ve only got five players in June. Won’t be much hospitality to sell, may as well try something new.
“Let us know if you would like to proceed and regardless of your decision, we’ll share the opportunity on our social channels to help find a buyer. [For the hospitality package]. All the best, Sell Before We Dai.”
A proposed takeover at Reading collapsed earlier this month after a period of exclusivity with an unnamed group expired.
This came after failed bids from former Wycombe Wanderers owner Rob Couhig and ex-Royals chairman Roger Smee in 2024.
Reading are ninth in League One and four points outside of the play-off spots with 31 matches played.
Former Royals striker Noel Hunt is their current head coach after Ruben Selles joined Championship side Hull City in December.
What's Your Reaction?
