In 1935, Swansea Town found itself with serious financial problems and there were genuine fears that the club would go bankrupt. With the help of the press, the club began a campaign based on an appeal to community spirit and the conscience of supporters.
Its launch was presided over by the mayor with ‘moral support’ from representatives of Swansea RFC and the best wishes of a local MP. A doctor was even there to encourage attendances through the benefits of being out in the air: ‘Speaking scientifically, every time you go to a match you do yourself as much good as if you took a 3s. 6d. bottle of medicine’!
An editorial in the South Wales Evening Post (15 June 1935), under the heading of the ‘Swans must be saved’, asked supporters if they were ‘going to leave in the lurch the people who have provided them with the opportunity of seeing most of the best sides in the game?’
A shilling fund, a boxing match, a dance at the Vetch and smaller events all around the town were organized by locals to raise funds for the club. Here was a community fighting to help its soccer team.
Thanks to the fund raising the club survived but it was not to be the last financial crisis the Swans faced.