Key points
Biggs recalls a dinner in late 2017 when Chansiri angrily confronted him after an article that suggested the club should allow football staff more control. Chansiri’s reaction — calling Biggs a dictator — marked a turning point in their relationship.
Biggs says the owner’s behaviour displayed arrogance, stubbornness and a lack of understanding of how a football club should be run — especially in terms of engaging with staff, supporters and the media.
He describes how Chansiri once considered banning Biggs (and possibly others) from club access, signalling a fraught relationship with the local press and supporters.
Biggs argues that Chansiri’s approach contributed to destabilising the club’s culture: he highlighted instances like a dressing-down of the squad which almost jeopardised promotion in 2023.
The article calls for any future owner of Sheffield Wednesday to recognise that money alone isn’t enough — they must treat fans as customers, empower employees, improve infrastructure and build trust.
Tone & implications
Biggs writes with strong criticism of Chansiri’s tenure, describing his style as “unique” in a negative sense — not in innovation but in dysfunction. He emphasises that while Chansiri had financial resources, his methods and mindset were unsuitable for sustaining a club culture.
The piece also serves as a warning: as the club looks for new ownership, the behaviour and values of that owner will matter just as much as investment.