Welcome to The Jimmy Hill Way Website

The Jimmy Hill Way Campaign (”JHW”) is a coalition of fan groups demanding a better future for Coventry City Football Club. It includes the Sky Blue TrustPreservation Sky Blues and Cov Fans Together.

Our objective is to persuade the current owners, Sisu Capital and their anonymous investors, to Sell Up and Go. Whenever Sisu take that decision, we will also seek to ensure that new owners have the best interests of Coventry City and its supporters as their main priority. We also expect true supporter representation and involvement in the future operation of the club.

The approach of JHW is to organise protests by supporters, comment via social media and active engagement with other parties who share our aims, including liaison and joint action with supporters’ groups at other clubs who have similar problems with owners. We will also bring pressure to bear on the EFL and FA to take appropriate action to prevent the further decline of our beloved and once-great club. All of this activity will be in support of the stated objective, persuading Sisu to Sell Up and Go.

As JHW makes reference to the Sky Blues’ greatest ever manager, our actions will be carefully considered to avoid bringing the name of Jimmy Hill into disrepute. We are grateful to the Hill family for giving their permission to use his name in connection with our struggle. We ask that all our supporters respect that ethos.

We do not anticipate that this will be a short campaign. No single protest will bring our goal to fruition. This will be a strategy of persistence and determination until such time as Ms Joy Seppala and her hedge fund recognise that they are not welcome and that it is Time to Go.

Our Campaign slogan “Fighting The Jimmy Hill Way” echoes the final line of the song that Jimmy wrote and we all sing at every game: “We’ll Fight ‘til the Game is Won”. Ms Seppala, Tim Fisher and any who oppose us, you would do well to take heed. We are not going away, we will be on your case from now until you leave. The sooner you take the decision to Sell Up and Go, the better for all concerned.

And of course, whatever our issues with the owners of the club, more than anything we want success on the pitch.

We will continue to “Sing Together” with all City fans in support of the team, home and away – PLAY UP SKY BLUES!


Missed Opportunities


When Sisu took over Coventry City in 2007 there was an option in place to re-acquire the 50% shareholding that had been sold by former directors to the Alan Edward Higgs Charity (“AEHC”) for £6.5 million. This option included a formula to determine the price at which these shares could be purchased. Buying back the shares would also have given the football club access to revenue streams from food & beverages, car parking etc., income which has been the subject of much controversy in later years. 

There was a period of almost 7 years between Sisu buying the football club and Wasps taking control of the Ricoh. For most of this time Sisu made little effort to secure the position of the football club at the stadium, which it could have done by exercising the share option.

Finally, in June 2012 Sisu agreed terms with AEHC but the deal was never concluded, not least because Sisu drastically changed their mind about the financial value of those shares following due diligence. It emerged during one of the many court hearings that Joy Seppala considered the shares to be worthless but had still been prepared to pay £2 million of the originally agreed £5.5 million. Ms Seppala’s personal assistant, Laura Deering (who is now one of two directors of Sky Blue Sports & Leisure, parent company of Otium, along with Tim Fisher) explained why Sisu had been willing to pay £2 million above their estimate of real value:

“She [Joy Seppala] recognised that the Company [ACL] was worth nothing” but “She recognised they were a Charity” and “She recognised the value of what the Charity had given”. Laura Deering, April 2014

By this time, Coventry City’s tenure at the Ricoh was already on a precarious path. Under direction from Tim Fisher, Chief Executive at that time, the club began to withhold rent in March 2012. This action, later described by a High Court Judge as a “Rent Strike”, eventually led to the Sky Blues’ departure from the Ricoh in 2013. Legal enforcement processes taken by ACL would have led to the Administration of CCFC but Sisu pre-empted that by appointing their own Administrator on 21st March 2013 and club staff departed from the Ricoh the following day.

From that day forward, Coventry City’s occupancy at the Ricoh has been severely diminished, even non-existent in the dark days at Northampton and has never had any sense of permanence.

Until relatively recently, the noises emanating from Sisu and the Football Club have been consistent in one respect: there has been no intention for the Sky Blues to play at the Ricoh, except on a temporary basis.


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