Mark Attanasio, the American owner of Norwich City, has reaffirmed his commitment to the club during a challenging period. His recent visit to the UK included crucial meetings, notably an hour-long discussion with supporters on BBC Radio Norfolk, where he addressed concerns following a disappointing Championship season that has left the Canaries languishing in 23rd place after five consecutive losses. Read more about Norwich City Halts Carrow Road Plans Amid Fan Outcry.
Attanasio prioritises direct communication with key figures at the club, including sporting director Ben Knapper and executive director Zoe Webber. He felt it was vital to confront the club’s challenges face-to-face, particularly as fans have expressed doubts about the narratives being conveyed by the executive team. “I am someone who chooses to show up when there is a challenge, not shy away,” Attanasio stated, emphasising his proactive approach. “There is nothing like working directly with people to understand their capabilities. I need this first year to get my arm round all these executives and their capabilities.” Read more about Steer Retires: Norwich Academy Product Hangs Up Gloves.
In discussing his management philosophy, Attanasio highlighted the significance of direct involvement. “I’ve assessed management teams in Milwaukee and I’m willing to take the heat here to assess this management team. I’m doing it directly myself. I didn’t roll in here with a bunch of consultants. You have to know what you don’t know about life.”
Despite concerns regarding his limited football experience, Attanasio remains confident in his ability to evaluate management effectively. “Every person that has called in knows more about football, [but] I’m sure I know more about assessing management than anyone that has called in. I’m very confident in my ability to do that,” he remarked.
Norwich City's transition from a traditional chief executive-manager structure to a continental model—featuring a sporting director, head coach, and executive director—has faced scrutiny. Critics argue that this arrangement has diminished accountability. Attanasio acknowledged these concerns, indicating that the introduction of a more senior figure, such as a CEO, would be approached thoughtfully and would require the necessary authority to be effective. “One thing I do know about is corporate structures,” he explained. “If you’re going to bring in a CEO and a really talented one, you have to give them authority. The same questions that are coming at me would be coming at them, and you’d have to give them time.” Read more about Hull Target Key Returns as Norwich Clash Approaches.
Attanasio’s dedication to the club is evident. “We plan to fund this club as long as we need to - but it’ll be at least five years properly. We have supported over £100m so far. Before I turn that over to someone properly, I want to know what I’m getting into.”
Acknowledging his ongoing learning curve in the football industry, Attanasio draws from over two decades of sports management experience with the Milwaukee Brewers. He values the insights of supporters and is committed to remaining open to their perspectives. “Supporters are very well educated and I’ve never been one of those owners who has a cabinet to advise them. I’m making my own mistakes right now,” he remarked.
The current situation has intensified the need for collaboration between Knapper and head coach Liam Manning. “There is a risk of an echo chamber,” Attanasio admitted. “Ben needs Liam because otherwise he will be on the third coach, and Liam needs Ben. That could be the silver lining here - that they need each other.”
Attanasio expressed his confidence in the dedication of his team. “I can assure everyone that they are really hard working, they have high integrity and they want what’s best for the club. I want people in Norwich who are proud to have the badge.”
As Norwich City aims to reverse its fortunes, the focus will undoubtedly be on the collaboration between Knapper and Manning, alongside Attanasio’s steadfast commitment to the club’s future at Carrow Road.