Every non-league dog has its day

It was a special occasion at Crook Town. The County Durham football team, once famed FA Amateur Cup warriors, was back on the road to Wembley in the FA Vase. But Saturday’s 5-2 win over Newcastle University was almost drowned out by the din of barking hounds in the ground.

It’s not the set-up to a ‘two-men-and-a-dog’ punchline about the small crowds at non-league footie. By contrast, the partnership with Dog Envy, a local pooches’ parlour, attracted a bumper crowd – on four legs or two – for a game that, on the face of it, might not have been the most attractive fixture of the season.

Non-league dog day grew out of a Twitter account and proves that social media doesn’t have to be a source of rage and frustration. It seeks to persuade fans to take in a match with their pets. In particular, it’s aimed at the kind of armchair Premier League fan who is out of the habit of actually going to the game in person. This kind of community partnership is a big part of the new approach to non-league football. Three decades ago, when I started watching the game at this level, clubs could be fairly isolated. A clique of die-hards did everything, from cutting the grass to baking and selling pies at half-time. Youth teams, girls’ football and the like tended to be overlooked. Now, increasingly, clubs look at a network of teams from u7s upwards as the foundation of everything else; those kids form a big part of the crowd, pestering parents to buy chocolate and fizzy pop, which supplements the day’s income.

In addition, working with local companies has evolved beyond traditional sponsorship and advertising models. Whether it’s Crook partnering with local business, or Heaton Stan trying to establish a Stan Life programme of community workshops for young people, things are changing. Done right, this can bring benefits to all, sports clubs, local businesses and the wider community.

The dogs that came to Crook’s Millfield ground, many of them dressed in the team’s black and amber colours to mark the occasion, got a chance to explore a vintage footballing venue. A pleasing expanse of terrace, covered to the side and open behind the goal, is a delight for any old-school football fan. Until recently, spectators could stand on the grassy banks raised from colliery spoil, but 21st-century health & safety requirements have seen ‘keep off the grass’ warnings end that happy ritual. The main stand, which dates back to 1925/26, is a perfect miniature of the kind of stands that might have been seen at pro clubs either side of WWII; today, it’s a charming throwback but it also carries an echo of a proud history.

In the heyday of amateur football in County Durham, Crook was among the coalfied teams that dominated the FA Amateur Cup. The 1954 left Crook and nearby Bishop Auckland deserted as 100,000 fans descended on Wembley. It’s hard to believe now, but many of them travelled by train direct from Crook; fans from that era recall how on a matchday it was vital to get to the level crossing in time, otherwise the incoming train meant you’d miss the kick-off. It took two replays before Crook lifted the cup, the second of five wins. Bishop went on to win it 10 times, more than any other team.

Earlier still, Crook even played a role in establishing the might of Barcelona. After nearby West Auckland twice won the Thomas Lipton Trophy, sometimes dubbed the ‘First World Cup’, there was international interest in the goals hewn from Durham’s goalfields. Jack Greenwood, a Crook lad who guested with West in international action, was invited to play for Barca in 1912. The following year he became player manager and invited his hometown team over on the first of three tours. Crook became the first English club to beat the nascent Catalan giants, Greenwood remains the longest-serving manager in their illustrious history. Later, he led Peru to its first ever South American Championship (the only European to coach a champion team in that tournament).

Today, of course, such glories are remote. Football has changed and the game is global, not local. But there’s still much to enjoy on a sunny afternoon, with the home team running out 5-2 winners, inspired by four goals from Corey Nicholson, a constant menace on the right flank for his hometown team. It’s a long way from Barcelona, but the Wembley dream lives on for another season.

Oct. 19, 2024. Millfield, Crook

FA Vase Round 2

Crook Town 5 (Nicholson 4, Laviolette) Newcastle University 2 (Griffin, Giles)

Att: 250 (plus dogs)