Allegedly, when asked “How do you become a millionaire?” Sir John Madejski – the former chair of Reading Football club – replied, “Start off with five million and buy a football club.”
Speedway may be in a different financial league to most upper tier football clubs, but nonetheless certain parallels can be drawn in terms of business revenues and encouraging investment – very often through sponsorship; a vital income stream for all clubs. But what motivates a sponsor to part with their cash, often season after season? Is there a defined return on investment – and, if so, how is this measured? Or is it more a case of the heart ruling the head? I can speak from experience in relation to the latter as my company sponsored the nomadic Oxford “TFSuccess.com” Cheetahs in 2008. The opening fixture at a packed Smallmead Stadium – home of the former Reading Racers – against Wimbledon Dons, will live forever in my memory, but I cannot recall any significant uplift in orders ─ perhaps because the homeless Cheetahs only competed in a handful of challenge matches and didn’t appear on television.
I was keen to investigate this fiscal phenomenon; there was only one place to start. I was continually reminded by my partner’s brother-in-law’s mum, Anne, of her connection with her local speedway club. Whenever I mentioned the sport she would introduce her daughter into the conversation and quip, “Wolverhampton are sponsored by Dave Parry Coaches you know. Jayne used to work there.”
2023 heralds an incredible 50-years of operations for the multi-award-winning Midlands based continental coach tour business that Dave began in much more modest circumstances.
Tell me more about Parrys International.
With a hint of his obvious humour Dave explained, “We were originally called ‘Speedway Coaches’ but I soon realised that wasn’t the most appropriate for safety reasons!” After a change to ‘Dave Parry Travel Limited’ the business settled for the present branding since it better reflects the enormous reach of the luxury fleet. Dave listed their many ports of call, including Croatia, Italy, Spain, Portugal, Austria, Germany, France, and many in-between, travelling in the type of comfort that is best described as a hotel on wheels, with eleven of his fleet at the very top end of opulent travel. Reflecting upon his favourite destinations, Austria and Germany topped the bill, but as he was keen to point out, “I like to go where people are happy!” He still checks out all destinations personally and hopes that in the not too distant future it will be safe to take his valued customers back to Poland and Hungary.
Tell me about your speedway heritage?
“It all started as a supporter on the terracing at Monmore Green. Following a stint on the track staff I took to the track and after some successful second halves I was loaned to neighbours Leicester. My big breakthrough came when I signed for Crewe Kings and rode alongside the likes of Phil Crump and Dave Morton. Back then it was the biggest track in the country, and we had some successful times.” Returning to where his heart belongs Dave was both general and team manager before becoming the principal team sponsor twenty-two years ago, alongside many other individual benefactors including Peter Karlsson, Sam Ermolenko, Tai Woffinden, Freddie Lindgren and Jacob Thorsell.
What keeps you coming back?
Dave proudly declared, “I’m from Wolverhampton and I’m Wolves through and through.” Pointing out that his company sponsorship provided consistency for the fans, especially in terms of club merchandise, Dave acknowledged the return on investment. “We get a lot of business as a direct result. The sponsorship exposes us both locally and on away tracks. We are known throughout the country.” Many speedway fans use Parrys for their holiday and continental travel, alongside some riders and their families ─ it’s clear that the business model pays dividends on both sides of the equation; however, Dave believes that the best endorsement is the fact that promotor Chris Van Straaten is a frequent guest, adding, “That can’t be too bad can it?!”
Is it strictly business or more a case of the heart ruling the head?
Dave was adamant that this is good business and when compared with other sports, such as football, it represents excellent value for money, adding, “We have a box at Wolverhampton where we entertain business associates.”
How could speedway better attract more headline sponsorship?
In Dave’s professional opinion the sport needs to be more consistent, citing regular rule changes as causing damage to the professionalism that ultimately attracts new sponsorship. “Lots of things have improved over the years, but some issues have slipped as well. Changing the rules doesn’t make it attractive to the media.” He is no fan of doubling up and feels that anyone looking in from the outside won’t understand this process. A seven team Premiership doesn’t make much sense to him either: “I think something has got to give, with an amalgamation of the top two leagues and a junior division too.”
“There is no better sport than speedway, with a minute of action in each heat. Compared to football where you can fall asleep at times it has few peers. Speedway has a lot to offer – everyone can see the track and there is a great atmosphere.” Being a season ticket holder at Notts County, how can I fault this sage observation!
As primary team sponsor what have been your personal highlights?
“Any on-track success is good for us. Likewise, any rider who does well representing Wolves is a boon for our business. Some of the riders have been great at carrying our sponsorship.” Dave chose two very special riders: “Rory Schlein was probably the best advocate of the company; he wore Parrys stuff everywhere. Similarly, Freddie Lindgren, especially at the Grand Prix events.”
Dave is also cognisant of the value of television coverage. “Excellent meetings on TV involving Wolves reinforce our brand.”
What could speedway do to encourage better attendance and therefore more revenue to invest in the sport?
Dave didn’t mince his words. “Starting too early when it’s really cold will always adversely impact upon new people attending the sport for the first time. An April start at the earliest, and a conclusion to the knockout competition and the all-important playoffs during September, is crucial; not October when the weather is bad. Speedway is never at its best then.”
Image is vital and Dave compared speedway with his own business ─ everything needs to be professional ─ from the person answering the telephone and what they say, to every outgoing email, and even the tractor grading the track. The same business acumen that Parrys International excel in has to be reflected within the sport. He acknowledged the efforts put into enhancing the professionalism of speedway and asserted that teams looking united is essential. “You would never see a football team wearing different kits.”
Key pinch points can never be overlooked, and as the successful businessman highlighted, “Go to any restaurant and you will judge it on the state of the toilets.” Acknowledging that many promotions rent their stadiums he nonetheless concluded that contractually certain rights of hygiene and cleanliness have to be afforded to fans. Dave reinforced the challenge that speedway faces: “It’s more than a sport – it’s a night out and not a cheap one either.”
As I drew our interview to a close I asked Dave the clincher: Do you remember Jayne Sharples?
Dave didn’t miss a beat, “Of course I do! Jayne was here in the 80s and a fluent German speaker, travelling on many tours. If I recall correctly, she left to join Hilton Hotels on their graduate scheme.”
Well Dave, in true Cilla Black fashion, I know where she is nowadays and later in the season she will be your guest (along with mum Anne) to witness her first speedway meeting.
Dave Parry – and the many other loyal speedway sponsors – didn’t become successful business owners by accident, and perhaps their collective views on how speedway can compete within the crowded and competitive leisure sector should be more readily absorbed. Speedway is a sport, but it’s a business too, and sustainability and growth do not happen by chance.
Before I sign off, a big thank you to Dave and his team at Parrys International and please ensure that you click on Parrys International Tours Ltd (parrys-international.co.uk) when planning your continental travel.
And the last words rest with Anne: “Up the Wolves!”
© Ian Kirke 2023
Photographs reproduced by kind permission of Steve Feeney (https://stevefeeney.smugmug.com/) / Dave Parry (except Sam Masters image)
@ianjkirke