“The symbol on our badge is of somebody holding their head high – I think the club can do that now.”

TOUGH DECISION: Eddie Mitchell

TOUGH DECISION: Eddie Mitchell

First published in Sport
Last updated
Bournemouth Echo: Photograph of the Author Exclusive by

HE arrived with the club on its knees and leaves with it standing tall.

Eddie Mitchell’s four-year tenure as Cherries chairman has been highly eventful and hugely successful.

Often outspoken and sometimes controversial, Mitchell will ultimately be remembered as the man who brought back the glory days to Dean Court.

Asked to come aboard by Adam Murry in June 2009, Mitchell helped steady the ship after Cherries had pulled off the Greatest Escape.

In the space of four years, he hauled the club from the depths of League Two to the upper reaches of the Championship.

He achieved what the majority of supporters had felt would be a mission impossible, breathing new life into a club which had been left for dead.

In an exclusive interview with the Daily Echo, Mitchell said: “When I first arrived, I wasn’t surprised by some of the attitudes towards the club because I don’t think it was in a very good place and hadn’t been for a considerable period of time.

“There was no direction or leadership and it didn’t have particularly good qualities because nobody had kept it in line. It had been wandering for many years. If there is a boat in the sea, it needs steering. If it wanders, it gets nowhere.

“It has been my nature all my life to get hold of something and sort it out. It was natural to me. The only hardship was taking my eye of the ball with my own much larger business but that is what football does. It hypnotises you and pulls you in. It certainly did that with me.

“The club didn’t have people behind it and there were also people that wanted it to fail. What has been achieved over the past four years has been a triumph for the supporters and a defeat for those who wanted it to fail. It took a while to get the club into that frame of mind and for people to have that self belief.

“The symbol on our badge is of somebody holding their head high – I think the club can do that now.”

Mitchell’s legacy will also include persuading Maxim Demin to invest in the club, the pair joining forces in October 2011. Together, they have taken Cherries to a new level, both on and off the pitch.

“I am leaving the club in the hands of a family man which is good,” said Mitchell. “It is not as if someone has bought it as a toy. Max is fanatical about football and probably knows a lot more than me about the game.

“I am leaving it with a man who is hungry for success and someone who has the capability to give the club a fantastic future. If the supporters stay behind the owner, the club will be playing at a high level for a long time to come and will really find its fortunes. Max has good values and the club is in good hands.”

Mitchell, who has also courted controversy during his reign, added: “I wouldn’t want to change one second of my time at the club from good to bad.

“It has taught me so much about myself and about people. When you are in a small business environment, you mix with the same sort of people and don’t mix with the general public. I think the experience of mixing with the general public and trying to get them on my side has been a great eye-opener for me.

“I have dealt with supporters who are out of work and some of the richest people in the country. It has given me a great opportunity.

“It has been a great journey and I am moving on at the right time to let the club continue its progress. Unless you can live longer than the club, and nobody can, the club is always going to be bigger.

See all our AFC Bournemouth news, Match Day live blogs, picture galleries, fixtures and results in our special section at bournemouthecho.co.uk/cherries

Comments (36)

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1:30pm Mon 2 Sep 13

Cmdr Kryll says...

Thanks for everything Eddie!
Thanks for everything Eddie! Cmdr Kryll
  • Score: 17

1:35pm Mon 2 Sep 13

TedMacsCherryPants says...

Thanks Eddie sorry to see you go, all the best with whatever is next for you!
Thanks Eddie sorry to see you go, all the best with whatever is next for you! TedMacsCherryPants
  • Score: 14

1:40pm Mon 2 Sep 13

DrownedinCorona says...

All the best Eddie, thanks for everything you have done to put the club where it is now.
All the best Eddie, thanks for everything you have done to put the club where it is now. DrownedinCorona
  • Score: 13

1:41pm Mon 2 Sep 13

Doddler says...

Thank you Eddie, you have done a great job at AFCB. As someone who has supported the Cherries for over 50 years, I have seen the good, the bad and the ugly come and go without, seemingly, having any real idea of how to run a business - let alone a football club. You have breathed new life into the club, brought exciting times and put us on an upward path. For sure, I haven't agreed with everything you've done (or said) - but so what? The proof of your success is in the status the club now holds, the size of the crowds, the improved stadium and facilities - and a very tangible feel-good factor. You've achieved what all of your predecessors failed to achieve. Thank you seems inadequate - but I say it anyway.
Thank you Eddie, you have done a great job at AFCB. As someone who has supported the Cherries for over 50 years, I have seen the good, the bad and the ugly come and go without, seemingly, having any real idea of how to run a business - let alone a football club. You have breathed new life into the club, brought exciting times and put us on an upward path. For sure, I haven't agreed with everything you've done (or said) - but so what? The proof of your success is in the status the club now holds, the size of the crowds, the improved stadium and facilities - and a very tangible feel-good factor. You've achieved what all of your predecessors failed to achieve. Thank you seems inadequate - but I say it anyway. Doddler
  • Score: 34

2:04pm Mon 2 Sep 13

ASM says...

well done eddie you can leave with your head held up high. Nobody could take the club any further than you have without pumping millions into it.
well done eddie you can leave with your head held up high. Nobody could take the club any further than you have without pumping millions into it. ASM
  • Score: 16

2:10pm Mon 2 Sep 13

mattbo says...

Ty Eddie
Ty Eddie mattbo
  • Score: 4

2:30pm Mon 2 Sep 13

devon fan says...

thankyou Mr Mitchell in 60 odd years of supporting the club I never could see us in the position we are now, good luck to Mr Demin in the job he has now taken on
thankyou Mr Mitchell in 60 odd years of supporting the club I never could see us in the position we are now, good luck to Mr Demin in the job he has now taken on devon fan
  • Score: 13

3:19pm Mon 2 Sep 13

RED LETTER DAY says...

. WELL, . its been a fun filled past 4 years. . . We are at our highest position ever which is 6th in the Championship. . Hats off to Eddie Mitchell. . He was our lucky charm. . . . . . . . We need our russian friends to come out of the woodwork now. . . I DONT WANT TO SEE MY CLUB BEING RUN BY GHOSTS
. WELL, . its been a fun filled past 4 years. . . We are at our highest position ever which is 6th in the Championship. . Hats off to Eddie Mitchell. . He was our lucky charm. . . . . . . . We need our russian friends to come out of the woodwork now. . . I DONT WANT TO SEE MY CLUB BEING RUN BY GHOSTS RED LETTER DAY
  • Score: 16

3:19pm Mon 2 Sep 13

coops1965 says...

I hope that you read this Eddy, because you will see that not everyone was blinkered and negative towards what can only be described as an enigma wrapped in a huge personality.

Football needs people like you Eddy and I don't even know you, all I know is, is that you have left the club in such a good position.
How much I looked forward to reading what you had done or said next, because sometimes it was like flying by the seat of your pants with you at the helm, unpredictable but exciting.

You must have balls as big as coconuts to have put up with the stick that you did and thankfully you did.

Good luck Eddy and thanks for leaving us with a legacy that I hope lives on for a good while yet.

U T C I A D.
I hope that you read this Eddy, because you will see that not everyone was blinkered and negative towards what can only be described as an enigma wrapped in a huge personality. Football needs people like you Eddy and I don't even know you, all I know is, is that you have left the club in such a good position. How much I looked forward to reading what you had done or said next, because sometimes it was like flying by the seat of your pants with you at the helm, unpredictable but exciting. You must have balls as big as coconuts to have put up with the stick that you did and thankfully you did. Good luck Eddy and thanks for leaving us with a legacy that I hope lives on for a good while yet. U T C I A D. coops1965
  • Score: 18

3:28pm Mon 2 Sep 13

afcbtintin says...

For all the good he did along the way unfortunately he also introduced us to
(not so) Hot Radio !!

Good luck Eddie

UTCIAD
For all the good he did along the way unfortunately he also introduced us to (not so) Hot Radio !! Good luck Eddie UTCIAD afcbtintin
  • Score: 1

3:47pm Mon 2 Sep 13

miltonarcher says...

Thanks Eddie, its been hilarious. The high point? "Saints are stagnant" Priceless. Are you sure the badge doesn't show somebody throwing their head back in manic laughter?

T
Thanks Eddie, its been hilarious. The high point? "Saints are stagnant" Priceless. Are you sure the badge doesn't show somebody throwing their head back in manic laughter? T miltonarcher
  • Score: -21

3:51pm Mon 2 Sep 13

Eddie's dog says...

I also think 'the symbol on our badge' is of somebody with their ear to the ground - which really annoys me.........
I also think 'the symbol on our badge' is of somebody with their ear to the ground - which really annoys me......... Eddie's dog
  • Score: 0

4:04pm Mon 2 Sep 13

High Treason says...

"“The symbol on our badge is of somebody holding their head high – I think the club can do that now.”

Sure can because we will not have someone ott with booze on TV.
"“The symbol on our badge is of somebody holding their head high – I think the club can do that now.” Sure can because we will not have someone ott with booze on TV. High Treason
  • Score: -16

4:34pm Mon 2 Sep 13

YafcbY says...

Whilst I have many opinions on Mitchell, positive and negative. He did save our football club and we are in a far better position for it. But I've always thought our badge quite funny since it does not show a persons head up high, rather a player missing the football!!!
Whilst I have many opinions on Mitchell, positive and negative. He did save our football club and we are in a far better position for it. But I've always thought our badge quite funny since it does not show a persons head up high, rather a player missing the football!!! YafcbY
  • Score: -3

5:15pm Mon 2 Sep 13

Court Side says...

miltonarcher wrote:
Thanks Eddie, its been hilarious. The high point? "Saints are stagnant" Priceless. Are you sure the badge doesn't show somebody throwing their head back in manic laughter?

T
He got that one right then. How much have you spent this transfer window? Hmmm................
....................
.............
[quote][p][bold]miltonarcher[/bold] wrote: Thanks Eddie, its been hilarious. The high point? "Saints are stagnant" Priceless. Are you sure the badge doesn't show somebody throwing their head back in manic laughter? T[/p][/quote]He got that one right then. How much have you spent this transfer window? Hmmm................ .................... ............. Court Side
  • Score: 1

5:36pm Mon 2 Sep 13

O'Reilly says...

Well Eddie has had a lot of brickbats - some of them deserved - but nobody can deny the guy hasn't saved AFCB from the abyss, I doubt we would be where we are now if it wasn't for him.
Well Eddie has had a lot of brickbats - some of them deserved - but nobody can deny the guy hasn't saved AFCB from the abyss, I doubt we would be where we are now if it wasn't for him. O'Reilly
  • Score: 15

5:38pm Mon 2 Sep 13

alasdair1967 says...

NO EDDIE MITCHELL YOU CAN HOLD YOUR HEAD HIGH

Yes there has been controversy during your tenure but the good you have done for this club far outweighs those hiccups, it is evident for all to see the vast improvements in and around dean court the car park the training facilities the not so temporary stand and what's more the teams position in the championship, thank you so much for putting up with the vile insults aimed at you and your family lesser men would have walked away but you did not good luck for the future and thank you for what you have done for our club

UTCIAD
NO EDDIE MITCHELL YOU CAN HOLD YOUR HEAD HIGH Yes there has been controversy during your tenure but the good you have done for this club far outweighs those hiccups, it is evident for all to see the vast improvements in and around dean court the car park the training facilities the not so temporary stand and what's more the teams position in the championship, thank you so much for putting up with the vile insults aimed at you and your family lesser men would have walked away but you did not good luck for the future and thank you for what you have done for our club UTCIAD alasdair1967
  • Score: 15

5:41pm Mon 2 Sep 13

WCJakaWorldCupJizzy says...

Thanks for taking our club by the scruff of the neck and dragging us forward Mr Mitchell. If it wasn't for you we would still be suffering mediocre football with poor crowds and any of the idiots who still cane you are clueless. I loved the way you caused controversy and ruffled feathers and the reason is you have huge drive. Good luck to you in whatever you choose to do in the future.
Thanks for taking our club by the scruff of the neck and dragging us forward Mr Mitchell. If it wasn't for you we would still be suffering mediocre football with poor crowds and any of the idiots who still cane you are clueless. I loved the way you caused controversy and ruffled feathers and the reason is you have huge drive. Good luck to you in whatever you choose to do in the future. WCJakaWorldCupJizzy
  • Score: 8

5:45pm Mon 2 Sep 13

seuthsayer says...

....where's all the plaudits from Eddie Howe?....good riddance to EM
....where's all the plaudits from Eddie Howe?....good riddance to EM seuthsayer
  • Score: -28

6:29pm Mon 2 Sep 13

smhinto says...

Well done to Mr Mitchell
Well done to Mr Mitchell smhinto
  • Score: 15

6:31pm Mon 2 Sep 13

mattblackthehat says...

miltonarcher wrote:
Thanks Eddie, its been hilarious. The high point? "Saints are stagnant" Priceless. Are you sure the badge doesn't show somebody throwing their head back in manic laughter?

T
Talking of hilarious, you must be looking forward to that 25% sell on windfall from the Bale transfer? Oh no thats right, you traded it in for a third choice keeper.
[quote][p][bold]miltonarcher[/bold] wrote: Thanks Eddie, its been hilarious. The high point? "Saints are stagnant" Priceless. Are you sure the badge doesn't show somebody throwing their head back in manic laughter? T[/p][/quote]Talking of hilarious, you must be looking forward to that 25% sell on windfall from the Bale transfer? Oh no thats right, you traded it in for a third choice keeper. mattblackthehat
  • Score: 7

6:44pm Mon 2 Sep 13

matt68 says...

Court Side wrote:
miltonarcher wrote:
Thanks Eddie, its been hilarious. The high point? "Saints are stagnant" Priceless. Are you sure the badge doesn't show somebody throwing their head back in manic laughter?

T
He got that one right then. How much have you spent this transfer window? Hmmm................

....................

.............
stagnat like your waste of money new striker money well spent lol!
[quote][p][bold]Court Side[/bold] wrote: [quote][p][bold]miltonarcher[/bold] wrote: Thanks Eddie, its been hilarious. The high point? "Saints are stagnant" Priceless. Are you sure the badge doesn't show somebody throwing their head back in manic laughter? T[/p][/quote]He got that one right then. How much have you spent this transfer window? Hmmm................ .................... .............[/p][/quote]stagnat like your waste of money new striker money well spent lol! matt68
  • Score: -10

6:58pm Mon 2 Sep 13

kentcherry says...

I have little time for some of the posters who come on to this forum with their mean spirited, derogatory and in many instances totally fabricated criticisms of EM as a person and of his leadership of our football club. I very much doubt if any of these opinionated and self righteous individuals (e.g. high treason etc) who are so quick to judge others have ever done anything significant or worthwhile in their entire lives.Thanks EM for all your hard work,commitment and accomplishments during your tenure as Chairman.
I have little time for some of the posters who come on to this forum with their mean spirited, derogatory and in many instances totally fabricated criticisms of EM as a person and of his leadership of our football club. I very much doubt if any of these opinionated and self righteous individuals (e.g. high treason etc) who are so quick to judge others have ever done anything significant or worthwhile in their entire lives.Thanks EM for all your hard work,commitment and accomplishments during your tenure as Chairman. kentcherry
  • Score: 7

7:01pm Mon 2 Sep 13

lockandload says...

Eddie all in all did a good job at our club. One low point was when I watched him rant on the pitch but the lowest point was Groves and Brookes. I hope the Russians get rid of them as soon as possible. Many supporters will never forgive the two of them for nearly dropping us down into league2 . They have to go!
But in general, Eddie will be remembered for all the right reasons and I wish him all the best in Dubai.
Eddie all in all did a good job at our club. One low point was when I watched him rant on the pitch but the lowest point was Groves and Brookes. I hope the Russians get rid of them as soon as possible. Many supporters will never forgive the two of them for nearly dropping us down into league2 . They have to go! But in general, Eddie will be remembered for all the right reasons and I wish him all the best in Dubai. lockandload
  • Score: 1

7:01pm Mon 2 Sep 13

lockandload says...

Eddie all in all did a good job at our club. One low point was when I watched him rant on the pitch but the lowest point was Groves and Brookes. I hope the Russians get rid of them as soon as possible. Many supporters will never forgive the two of them for nearly dropping us down into league2 . They have to go!
But in general, Eddie will be remembered for all the right reasons and I wish him all the best in Dubai.
Eddie all in all did a good job at our club. One low point was when I watched him rant on the pitch but the lowest point was Groves and Brookes. I hope the Russians get rid of them as soon as possible. Many supporters will never forgive the two of them for nearly dropping us down into league2 . They have to go! But in general, Eddie will be remembered for all the right reasons and I wish him all the best in Dubai. lockandload
  • Score: 0

8:27pm Mon 2 Sep 13

raybren says...

It ' s great being a Cherries supporter , which I believe above all is what Mr Mitchell is . Given the same set of circumstances as he was four years ago , how would you or I have done ? So let ' s be grateful for where we are now , for we have never been in better shape .
It ' s great being a Cherries supporter , which I believe above all is what Mr Mitchell is . Given the same set of circumstances as he was four years ago , how would you or I have done ? So let ' s be grateful for where we are now , for we have never been in better shape . raybren
  • Score: 4

8:33pm Mon 2 Sep 13

golfer33 says...

Wow, you were all calling him a prat 2 years ago
Wow, you were all calling him a prat 2 years ago golfer33
  • Score: 0

8:35pm Mon 2 Sep 13

trevsheadband says...

So long Eddie never a dull moment, we've come a long way in a short period of time. Who'd have thought a year ago we'd be sixth in the championship, four sides to the ground ,with an international striker, and the best young manager in England, cheers eddie utciad.
So long Eddie never a dull moment, we've come a long way in a short period of time. Who'd have thought a year ago we'd be sixth in the championship, four sides to the ground ,with an international striker, and the best young manager in England, cheers eddie utciad. trevsheadband
  • Score: 6

9:23pm Mon 2 Sep 13

Local fan says...

Thank you Eddie. You have made your mark with distinction in the history of AFC Bournemouth. Good luck for the future.
Thank you Eddie. You have made your mark with distinction in the history of AFC Bournemouth. Good luck for the future. Local fan
  • Score: 7

9:40pm Mon 2 Sep 13

TedMacsCherryPants says...

miltonarcher wrote:
Thanks Eddie, its been hilarious. The high point? "Saints are stagnant" Priceless. Are you sure the badge doesn't show somebody throwing their head back in manic laughter?

T
Dearest Milts,
I under-estimated what a perceptive chap you are! Yes, you are correct the badge does show somebody throwing their head back in manic laughter....
...at last weekends premiership results!!

Best get back in your cave until after the international break we may have forgotten by then. All the best to Rickie Lambert if he gets to play for England though! x
[quote][p][bold]miltonarcher[/bold] wrote: Thanks Eddie, its been hilarious. The high point? "Saints are stagnant" Priceless. Are you sure the badge doesn't show somebody throwing their head back in manic laughter? T[/p][/quote]Dearest Milts, I under-estimated what a perceptive chap you are! Yes, you are correct the badge does show somebody throwing their head back in manic laughter.... ...at last weekends premiership results!! Best get back in your cave until after the international break we may have forgotten by then. All the best to Rickie Lambert if he gets to play for England though! x TedMacsCherryPants
  • Score: 1

9:58pm Mon 2 Sep 13

big_afcb_fan says...

any chance of us snapping up wells from bradford in the last hr??
any chance of us snapping up wells from bradford in the last hr?? big_afcb_fan
  • Score: -1

10:07pm Mon 2 Sep 13

horsted says...

well done EM, the white knight when needed, good luck
well done EM, the white knight when needed, good luck horsted
  • Score: 2

10:09pm Mon 2 Sep 13

DansAFCB says...

A BIG THANK YOU to Eddie Mitchell! You came with a plan to stabilise the club and said you would seek further investment etc so all in all the plan was well exexecuted!
We have a club now which appears to be on a sound footing and cracking facilities, this was down to you Eddie, good luck with what you do now and I hope to see you at the ground still!
Thank you and UTCIAD!
A BIG THANK YOU to Eddie Mitchell! You came with a plan to stabilise the club and said you would seek further investment etc so all in all the plan was well exexecuted! We have a club now which appears to be on a sound footing and cracking facilities, this was down to you Eddie, good luck with what you do now and I hope to see you at the ground still! Thank you and UTCIAD! DansAFCB
  • Score: 4

7:08am Tue 3 Sep 13

High Treason says...

kentcherry wrote:
I have little time for some of the posters who come on to this forum with their mean spirited, derogatory and in many instances totally fabricated criticisms of EM as a person and of his leadership of our football club. I very much doubt if any of these opinionated and self righteous individuals (e.g. high treason etc) who are so quick to judge others have ever done anything significant or worthwhile in their entire lives.Thanks EM for all your hard work,commitment and accomplishments during your tenure as Chairman.
At least I have paid all my debts, never gone bankrupt leaving others in misery causing divided families and other businesses to fail. Although it would appear some worship the likes of EM and call it successful all because of the sacred one "football". Call that significant....reall
y!
[quote][p][bold]kentcherry[/bold] wrote: I have little time for some of the posters who come on to this forum with their mean spirited, derogatory and in many instances totally fabricated criticisms of EM as a person and of his leadership of our football club. I very much doubt if any of these opinionated and self righteous individuals (e.g. high treason etc) who are so quick to judge others have ever done anything significant or worthwhile in their entire lives.Thanks EM for all your hard work,commitment and accomplishments during your tenure as Chairman.[/p][/quote]At least I have paid all my debts, never gone bankrupt leaving others in misery causing divided families and other businesses to fail. Although it would appear some worship the likes of EM and call it successful all because of the sacred one "football". Call that significant....reall y! High Treason
  • Score: 0

7:53am Tue 3 Sep 13

cromwell9 says...

Eddie. Mitchell.
You brought this club back from ,going out of business,got a great Manager ,and got us where we are today ,in the Championship ,with wealthy Russian owners .Cant get any better than that .
I have always liked you as a straight ,out spoken person who was never afraid to speak out when you thought you had to .
Yes you made some balls ups ,we have all done that.
Its like a chip shop ,unless the person behind the counter knows what he is doing ,the chips are rubbish.
WOW EDDIE,YOUR CHIPS WHERE RED HOT.
All the best for the future Eddie,and your family.
THANK YOU.
Eddie. Mitchell. You brought this club back from ,going out of business,got a great Manager ,and got us where we are today ,in the Championship ,with wealthy Russian owners .Cant get any better than that . I have always liked you as a straight ,out spoken person who was never afraid to speak out when you thought you had to . Yes you made some balls ups ,we have all done that. Its like a chip shop ,unless the person behind the counter knows what he is doing ,the chips are rubbish. WOW EDDIE,YOUR CHIPS WHERE RED HOT. All the best for the future Eddie,and your family. THANK YOU. cromwell9
  • Score: 1

7:57am Tue 3 Sep 13

paulthefish says...

i once worked wit dickie dowsett (who designed the crest). you are wrong again eddie! it means "heading for the top"!!! how did you not know that????
i once worked wit dickie dowsett (who designed the crest). you are wrong again eddie! it means "heading for the top"!!! how did you not know that???? paulthefish
  • Score: -3

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