Before a recent home game against Wolverhampton Wanderers, Brentford beamed a video that went viral on the big screen at their stadium.
Set to the Stormzy track “Shut Up”, it featured footage of pundits and YouTubers predicting relegation was coming for a side who had lost key players, manager Thomas Frank and appointed a relative novice in Keith Andrews.
Comfortably nestled in the top 10 and with a puncher’s chance of qualifying for Europe for the first time, it was intended as a humorous riposte to those who had underestimated a club now in its fifth year in the Premier League. But not everyone saw the funny side.
“I didn’t like it,” one insider admits with a wince.
“If you’re doing well, keep quiet and let the results do the talking.
“If you’re out there sniping, they’ll be sure to put the boot in when it’s not going well.”
A feather in the cap
That caution feels jarring for a club renowned for taking risks others might baulk at.
Take appointing Andrews, for example. It is not something many would have considered but his success is a feather in the cap for Brentford who thought differently about making their first managerial appointment for seven years.
Andrews might have been unknown to outsiders but inside the club, where he had been set-piece coach and then moved onto Frank’s backroom staff, they knew him inside-out and liked what they had seen.
“Just a really good, capable guy,” is how one source sums up Andrews.
Other candidates were assessed but their belief was that bringing someone in from the outside carried more danger.
“The first thing you think about – which is pretty basic – is can we get on with this person?” an insider says.
“The staff liked him, the players like him, the owner liked him. That’s a really good start.”
Consistency of culture
Andrews is that combination of good personality – calm and with good emotional control but also an edge that gives him authority – and an excellent coach. His analysis and messaging is very strong and he understands the game.
There have been tweaks to Brentford’s gameplan – defensively they are better structured – but no desire to rip it up to stamp his authority on the club. That has ensured continuity of messaging and consistency with their style of play. Brentford are so pleased with him that he got a pay rise and a longer deal with protections for the club in case someone tries to poach him in February.
The manager is important but less sexy things like consistency of culture and having a well-defined structure where everyone knows their roles are seen as key.
Recruitment has been typically excellent, with no hint of panic around losing last season’s key men like Bryan Mbeumo and Yoane Wissa.
Some of their successors were already in the building; Igor Thiago has seamlessly replaced Wissa, who has struggled at Newcastle.
Others were typically astute deals. Dango Ouattara, a record signing from Bournemouth, is two years younger than Mbeumo and there is a belief he can be even better. Jordan Henderson has been a brilliant replacement for captain Christian Norgaard, who left for Arsenal.
The one they are happiest about is signing Caoimhin Kelleher from Liverpool after Mark Flekken left. Viewed as an outstanding goalkeeper, they upgraded without spending more than they recouped from Bayer Leverkusen for Flekken.
Room for investment
Even though a run of draws has slowed momentum, results have been consistently solid. Brentford’s complex suite of bespoke data and analytics provide a more rounded picture of performances than the league table and the message is that in a very tight league they are more than capable of competing.
That alternative table suggests Newcastle should be better off while the likes of Aston Villa are overperforming a bit. But there is very, very little in it and Brentford could sneak into Europe – which would be a remarkable achievement.
New financial rules that tie spending to revenue make it harder for smaller clubs like Brentford but good husbandry means they have room to invest, even if they qualify for Europe.
The i Paper understands their football spending is currently at 68 per cent of their revenue, which would be compliant with Uefa’s limits.
Qualifying for the Champions League – a long shot – would enable them to go on the biggest spending spree in the club’s history.
The Conference League, with less prize money, could see Brentford recall the majority of the 13 young players they have out on loan and utilise them to progress through the rounds.
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Either way, they are a lesson to clubs fretting about potential big sales this summer.
“People don’t like change, they fear it,” another insider says.
“But we took the view that if we change nothing, players will get bored, things get stale, the manager’s voice isn’t listened to.
“Turnover keeps things fresh and brings in new ideas. And you never know, you might actually get better.”
