Looking to understand what is going on at Reading FC? Read this explainer from The Tilehurst End or watch this video from The Telegraph journalist Ji-Min Lee:
If your question is not answered below, please reach out via media@sellbeforewedai.co.uk or via Twitter DM @SellBeforeWeDai
This is a really important distinction for us: while part of the outcome that we are seeking does involve Dai Out, our campaign is ultimately aimed towards seeking a secure and stable future for our club. Identifying new owners who will do right by Reading FC is just as important as getting rid of Dai Yongge, and Sell Before We Dai can play a positive role in that.
Although protests do need to happen, we are running a campaign and, as part of that, we need to find ways of safeguarding the club's future. We are preparing for the worst possible scenarios by contacting experts in their relevant fields. Reaching out to councillors and MPs has also been a part of our strategy.
We should offer a commitment to working constructively with any potential new owners – advice on getting onboard at the club and so on. Identifying new owners who will do right by Reading FC is just as important as getting rid of Dai Yongge, and Sell Before We Dai can play a positive role in that, ideally including the filtering-out of would-be owners who fall short of expectations. Ultimately, we are seeking a secure and stable future for our club.
Any protests must be coordinated appropriately, safe, peaceful, within the confines of the law and done with the approval of the appropriate authorities where required.
We do not want to use the campaign to ask people to boycott matches involving the first team at this time. It is unlikely that this will put much pressure on Dai Yongge to consider his ownership of the club, given the expected low attendances in relation to previous seasons.
Generally commercial deals within the club currently are structured so that Reading FC are not receiving full amounts of income from merchandise or concessions when fans spend money on these, and instead are receiving a percentage. Therefore, any boycott of merchandise/concessions is unlikely to make a material difference to revenue within the club and so we are not proposing this.
We have acquired Asset of Community Value (ACV) status, with the support of Reading Borough Council, for the Select Car Leasing Stadium. This means there are specific requirements that should be adhered to in advance of any sale of the club and restricts the ability for the assets to be used for means other than those of sporting purposes.
Although we think a change in ownership is best for Reading FC's future, success on the pitch is important too. Avoiding relegation to League Two is vital. As supporters, we can play a positive part in that by backing the team. Furthermore, success on the pitch has the potential to make the club more attractive to a new owner.
We are not suggesting fans boycott matches or refund their season tickets, unless that is something they personally wish to do.
A letter to potential investors is being formed and fans have had a chance to suggest what this letter should contain. This will be released very shortly, so those interested in buying the club are aware of what the supporters would want if they did take control of the Royals.
Contact has been made with various bodies, including the English Football League (EFL) and Football Supporters' Association, to try to gain an understanding as to the process of any future potential actions, from both the Sell Before We Dai campaign and Reading FC.
Get in contact via the website if you are willing to offer expertise in your specialised area. We are keen to include as many experts in areas such as corporate law, public relations and accountancy as possible. Even if you don't specialise in a certain area, there's a role for every Reading FC fan to play. Get in contact with your local MPs, spread our message to supporters of other clubs, follow our social media pages and purchase our merchandise! Keep an eye on our socials too, because we may reveal other ways you can get behind the campaign.
We can't make him sell and that’s just a fact. But we will persevere in our campaign and stay with the same message: it's time for him to sell up. The Sell Before We Dai campaign is here to stay. It's now clear that it wouldn't be in the best interests of either Dai Yongge or Reading F to continue this relationship. We will continue to spread that message. We are keen to capture the attention of possible investors.
If realistic enquiries or offers are made, it would be remiss of the owner to dismiss these. Campaigns and protests are done in an attempt to generate change. We can't give up and we won't.
You can write to them. Please highlight our press releases and ask them to check out the website (www.sellbeforewedai.co.uk) and contact us via media@sellbeforewedai.co.uk
There are several possible routes that could lead to our desired outcome of a secure and stable future for our club. We believe the route most likely to be effective is that the owner decides to cut his losses and finds a buyer for the club, but we recognise there are other possible routes that may include fan ownership.
The simple answer to this is no.
The winding-up petitions and Reading FC's failure to pay wages on time and in full on several occasions – to both playing and non-playing staff – shows the club has had liquidity problems. That's often the key reason why clubs fall into administration and this is why Sell Before We Dai have been on high alert and preparing for that potential outcome. We already know this is a risk.
Dai Yongge may not be pleased about the Sell Before We Dai campaign but, if we go into administration, that will be of his own doing and not because of the supporters who want to see the club in a much healthier state.