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Winter: Work to be done

27 June 2013

'Reinvigorating the fans' is high on the list of priorities for Blades Chief Executive, Julian Winter.

Winter has admitted that he understood why the fans were pessimistic about the future following play-off heartbreak in May, but hopes Unitedites are buoyed by the arrival of David Weir as manager and the four new captures earlier this week.

He commented: "The fans were maybe apathetic, but we must continue to reinvigorate our supporters and there is a lot to do in that respect.

"I am a firm believer in addressing the supporters face-to-face and we will get out amongst the fans and communicate with them - tell them what we will be about.

"We need to create a culture where the supporters understand things and either buy into or don't, some might want to continue having a benefactor, but that won't be us moving forward as a sustainable business.

"We will have to do things differently and we must be absolutely open with our supporters, in terms of where we are."

Winter refuses to accept that the Blades cannot get their finances in order, whilst mounting another push for promotion back to the Championship.

He continued: "I honestly believe we can be competing for promotion, sustainability and success aren't mutually exclusive.

"Let's look at the examples of Charlton, Norwich and Southampton... they have reconfigured after relegation, Swansea too. We are going to have to act differently, it is that simple."

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