Ipswich Town has achieved consecutive automatic promotions to the Premier League. Stuart Watson interviewed chief executive Mark Ashton about their remarkable season.
Mark Ashton has always set ambitious goals for Ipswich Town, enjoying the challenge of proving skeptics wrong.
In the summer of 2021, during an early management meeting, the newly-appointed chief executive boldly claimed they would sell 18,000 season tickets, despite previous attendances dipping to 15,000. This was a surprising statement as the club was entering its third season in the third tier.
In the summer of 2022, Ashton gathered club legends and key stakeholders at Portman Road to share his and the American owners’ vision of reaching the Premier League with entertaining football under young coach Kieran McKenna. “When this rocket ship leaves the launchpad it won’t be stopped,” he said, raising eyebrows. The team had just finished 11th in League One, far from the play-offs.
Yet, here we are. Portman Road is now a highly sought-after venue. Ipswich Town will return to the top tier after amassing 194 points and scoring 193 goals over two seasons of promotions.
“I think if I’m honest with you there’s a bit of justification in there for me personally,” Ashton told EADT and Ipswich Star.
He recounted a conversation with Ed Schwartz, the club’s main owner, who reminded him of a meeting last summer. Ashton had confidently assured Schwartz of their promotion prospects, despite the inherent uncertainties in sports.
“I couldn’t guarantee when, because we have jeopardy in sport,” Ashton explained. “But I had – and have – an absolute belief in this club, in its staff, in Kieran, and in the players.”
Ashton emphasized their aggressive approach to the division, which many had doubted, but now felt justified as Ipswich reached the Premier League.
Last November, Ashton promised that Ipswich, being in the Championship promotion mix, would use financial ‘firepower’ to strengthen the squad in January. He faced a challenge when key striker George Hirst was injured, leaving Kayden Jackson as the only fit forward. The club added Jeremy Sarmiento and Lewis Travis early in 2024, but strikers Ali Al-Hamadi and Kieffer Moore were crucial, with Moore’s loan deal finalized just before the deadline.
“We needed to have a good window,” Ashton said, feeling the pressure of his responsibility. The squad’s bolstering helped maintain momentum.
During a challenging winter, many predicted Ipswich would falter. However, the team, driven by shared promotion experiences, stability, and deep bonds, remained resilient. Manager McKenna kept the focus, and Ipswich’s consistency paid off as rivals crumbled under pressure.
Ashton recalled hearing doubts from other clubs, but he maintained faith in the team’s strength and unity.
Ashton speculated that Ipswich’s wage bill was mid to low midtable among Championship clubs, significantly lower than the parachute payment clubs like Leicester, Leeds, and Southampton.
Ipswich spent wisely under new ownership, with significant fees for players like George Hirst and Jack Taylor. McKenna focused on developing young players and improving the squad without extravagant spending.
“We said we would build Premier League standards in League One,” Ashton said. “People doubted us, but we believed it was possible to be competitive.”
The plan succeeded. Ipswich Town has returned to the Premier League.
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