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At a recent Rangers shareholder meeting a fan took to his feet and delivered an eloquent but ominous warning to the new US owners of the club.<\/b><\/p>\n
“Be very careful – as much as we’re loyal, if this rot continues, the atmosphere in the crowd will lead to people not turning up and buying what you’re selling us.”<\/p>\n
As the fan handed back the microphone and sat back down, his message was met with loud applause from around 800 of his fellow shareholders.<\/p>\n
The exchange took place four days before those same supporters watched their side crash out of the Europa League with a draw 1-1 against Jagiellonia Bialystok at Ibrox.<\/p>\n
The result was a grim reflection of the side’s poor start to the season under new manager Derek McInnes.<\/p>\n
Four games, two draws and two defeats.<\/p>\n
And as the former Hearts manager tries to figure out how to turn things around on the pitch, the board would be wise to remember the shareholder warning.<\/p>\n
If fans decide that they’re not buying what the new consortium is selling them, the new owners will struggle to balance the books.<\/p>\n
As Rangers struggle on the pitch, in the boardroom there will be an understanding that they need fan loyalty if they’re going to fix it.<\/p>\n
In short, financially, with the product failing, the owners need to shore up customer confidence.<\/p>\n
As previous regimes of the club have found to their cost, that is easier said than done.<\/p>\n
Confidence comes through winning and winning brings in the cash.<\/p>\n<\/div>\n
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