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Banner Hammers Logo theyflysohigh Table Lighter 01 Celtic shot on goal BM v. Celtic Blue Match Report 2 MOORE Bobby 1967-68 Esso Headline Moore outline MOORE Bobby Signature Moore Green Edition

by Roger Hillier

70_11_16 WHU v. CELTIC Moore

Upton Park Floodlit Friendly versus One of Europe’s Top Two Clubs

Ticket

Bobby Moore’s Testimonial Match /

West Ham United v. Glasgow Celtic, November 1970

1970 was possibly the pinnacle of Bobby Moore’s career. Mexico’s 1970 World Cup provided the stage for some of Bobby’s most memorable international performances and soon after he was voted third in the BBC TV Sports Personality of the Year and runner up in the European Footballer of the Year poll. Fittingly West Ham granted him a well deserved testimonial game for late in 1970.

 

The testimonial game continued West Ham’s trend of enticing top European opposition to Upton Park for a floodlit friendly.  West Ham with World Cup campaigners, Moore and Hurst, in the side were in great demand for friendly and exhibition matches. So it was no great surprise that Bobby Moore was able to attract arguably Europe’s best club side, Glasgow Celtic, to visit Upton Park for his testimonial game on Monday November 16, 1970.

First Upton Park Game to be Managed

by Sponsor

The arrangements for this friendly broke new ground. The match and supporting arrangements were sponsored and managed by Esso Petroleum Ltd. As far as we know this was the first and only time to date in West Ham’s history where the match and the arrangements were looked after by the sponsor. The match arrangements included Esso setting special admission prices and organising the production of the souvenir programmes. More on the sponsor’s involvement later.  

One of Europe’s Top Teams visits Upton Park

West Ham were privileged to be playing arguably one of Europe’s top two club sides and most likely the best in Britain at that time. Only six month’s earlier Glasgow Celtic had narrowly lost the European Cup final after extra time (2-1) to Feyenoord.  

Seven of the 1967 Lisbon Lions Play

It may have been a testimonial game but for the Scots this was no light hearted kick about. Celtic’s manager, Jock Stein, gave Bobby the honour of fielding a very strong team. Eleven of the Celtic players from May’s European Cup final played at Upton Park. This eleven also included seven of the Lisbon Lions who three and a half years earlier had become the first British side to win the European Cup. The seven Lisbon Lions were: Jim Craig, Tommy Gemmell, Bobby Murdoch, Billy McNeill, Jimmy Johnstone, Willie Wallace and Bobby Lennox.  

The Match

West Ham: Hurst 19 mins, Ayris 62 mins, Best 84 mins.

Celtic: Lennox 13 mins, Johnstone 34 mins, Connelly 63 mins.

The West Ham team included a blend of newcomers and experience. Three of the Hammers, John McDowell, Tommy Taylor and Johnny Ayris, had only made their West Ham league debuts in the previous month. Trevor Brooking and Billy Bonds were missing due to injuries.

West Ham United:

Bobby Ferguson, John McDowell, Frank Lampard, Peter Eustace, Tommy Taylor, Bobby Moore, Johnny Ayris, Jimmy Lindsay (Pat Holland 62 mins), Geoff Hurst, Clyde Best, Jimmy Greaves (Bobby Howe 76 mins).

 

Celtic:

Evan Williams, Jim Craig, Tommy Gemmell, Bobby Murdoch, Billy McNeill, Jim Brogan, George Connelly, Jimmy Johnstone, John Hughes (Willie Wallace 73 mins), David Hay, Bobby Lennox.

 

Attendance: 24,448      Referee: J.Finney.  Linesmen: J.R. McGowan, R.W. Spires

 

The Daily Telegraph’s report summarised the match in its opening three paragraphs with

“Bobby Moore, England’s captain, had the glory of his testimonial match at Upton Park stolen from him by a memorable display from Celtic, who last night paid their first visit to London for 12 years.

 

Ignore the score line. Celtic, playing with the flair that has made them such a force in world football, out-classed the Londoners.”

 

The match was played in a fearfully competitive spirit – perhaps the most fitting tribute to a man who, by common consent, is regarded as a model professional.”

The Glasgow Herald reported

“West Ham are disciples of attacking football, and on the heavy ground they met the European past masters of attacking football at their peak. The score does justice to the efforts of both sides in an encounter that turned the green surface to an earthy brown long before the end.”

Celtic take the lead three times. The first West Ham goal was a Hurst header from a massive cross field kick from Moore described in the Daily Telegraph as

“a lovely cross by Moore in the 18th minute enabled Hurst to cancel out Celtic’s opening goal by Lennox”.

The Daily Telegraph explained the second goal as

“a mistake by Gemmell which allowed the tiny Ayris to lob a surprise equaliser in the 63rd minute”.  The Glasgow Herald complimented Ayris with:  For the early part of the second half Celtic were very much in command with Bobby Murdoch dominating the midfield. But West Ham were determined to give their captain his full reward, and 17 year old Ayris, showing real promise on the right wing, lobbed home an equaliser in 63 minutes.”

With six minutes remaining on the clock Celtic were leading 3-2, until West Ham’s final equaliser a Clyde Best header from Hurst’s cross.  Though in the final seconds Celtic had an opportunity to clinch it but for

“Johnstone’s dreadful miss. Only a yard out from goal and with no one blocking his path, he skied the ball over the bar.”

A fiercely competitive game with six goals shared made sure it was a memorable evening for the sportsman whose honour they were playing in, Bobby Moore.  

Esso’s Sponsorship

The match attendance of 24,448 was disappointing in view of the occasion and the opposition. The lower than expected crowd has been attributed to Esso’s controversial ticket pricing. In anticipation of a very high demand Esso introduced special ticket prices that were far in excess of those for league and cup games. For example tickets in the west stand were increased from the usual 12 to 18 shillings up to 30 shillings. Tickets for the north and south banks jumped from six shillings to 10 shillings.

If the ticket prices had been maintained as for league games the attendance would have undoubtedly been higher and perhaps have comfortably exceeded 30,000. Though in fairness to Esso, their ticket prices may have or have been very close to maximising the gate receipts.

 

The official programme did not escape the new pricing policy. The price of the souvenir official programme was increased threefold to three shillings.

Club’s Response to Ticket Pricing

In response to West Ham fans’ criticism of the ticket prices, the club felt duty bound to issue a statement distancing itself from Esso’s ticketing policy.  In a statement published in the Newham Recorder, secretary Eddie Chapman explained that the ticket pricing was down to Esso, who basically hired Upton Park for the game. The statement went on to say the club was not privy to how much Bobby received from his testimonial as that was between him and Esso. Though the club did declare the amount they paid to Esso after deducting the club’s gate and programme commission expenses. The cheque paid to Esso for gate (£19,793) and programme receipts (£1,633) was £21,426. How much of the £21,426 ended up in Bobby’s pocket is not clear. Esso’s expenses, if any, to be deducted from the £21,426 were not revealed. Though one of the significant expenses was Celtic’s match appearance fee reported as £5,000.  As far as I know the full details of Esso’s sponsorship package have never been revealed.  

Two Programmes

The testimonial game’s official programme was a large size souvenir edition and not one of the regular “Hammer” programme publications. Different in design and content from the usual home programmes it is too large to be kept with the rest of the season’s home programmes in the old small programme binders!  

 

The official programme was priced at a high three shillings as opposed to one shilling for Jack Helliar’s usual A5 pocket size editions.  Today the official programme is readily available on ebay for around £10.  Apparently after the game the organisers were left with a very large number of unsold programmes, which means the programme will never be rare.  

 

Unusually, the sponsors introduced two versions of the testimonial souvenir programme: an official one for all spectators, and another for guests.  

Summary

The testimonial game versus Glasgow Celtic turned out to be a spectacular firecracker which helped compensate for the high ticket prices.  It was fitting that Bobby Moore supplied the cross for his world cup colleague, Geoff Hurst, to score West Ham’s first goal.  A competitive game and a thrilling 3-3 draw enabled West Ham to maintain an unbeaten record in the three friendlies to date against Celtic.  

 

We know how much the club paid to Esso for gate and programme receipts but we don’t know how much found its way into Bobby’s trust fund for when he retired. Though it was most likely a record amount received by a West Ham player to date from their testimonial game.  The 24,448 attendance was also a club high at the time for a testimonial game, beating the previous best of 21,600 for Bobby’s mentor, Malcolm Allison’s, testimonial 12 years earlier.

Appendices

1. 1970 BBC Sports Personality of the Year

Having won the award in 1966, Bobby came close to topping the poll four years later. In 1970 Bobby was third behind the winner, heavyweight boxer, Henry Cooper, and golfer Tony Jacklin.  Incidentally, Hammers dominated the individual awards in 1966 with Geoff Hurst taking third place.

2. 1970 European Footballer of the Year Runner Up

Soon after his testimonial game Bobby came close to being voted the European Footballer of the Year. The winner was West Germany’s Gerd Muller, the striker who scored the goal which knocked England out of the World Cup quarter finals in the previous summer. Gerd Muller, the Bayern Munich striker, polled 77 votes to beat Bobby Moore by seven votes. Peter Bonetti’s, the stand in England goalkeeper, disappointing performance in the world cup quarter final not only contributed to England failing to progress to a place in Mexico’s semi-finals, but it could be argued cost Bobby Moore the European Footballer of the Year award. If England, rather than West Germany had won through to the world cup semi final then perhaps the first and second placings in the European Footballer of the Year would have been reversed!    

3. Other West Ham United v Glasgow Celtic Friendly Matches

Thursday April 10, 1924

West Ham 2 - 2 Glasgow Celtic

West Ham Scorers: Viv Gibbins, Billy Moore

 

West Ham United:

Hampson, Henderson, F. Blake, Bishop, Kay, Cadwell, Edwards, Watson, Gibbins, Moore, Ruffell.

Monday October 17, 1949

West Ham 5 - 2 Glasgow Celtic

West Ham Scorers: Bill Robinson 2, McGory og, Terry Woodgate, Ken Bainbridge.

 

West Ham United:

Ernie Gregory, Ernie Devlin, Fred Kearns, Derek Parker, Steve Forde, Tommy Moroney, Terry Woodgate, Eric Parsons, Bill Robinson, Gerry Gazzard, Ken Bainbridge.

 

Attendance: 10,000

Tuesday July 25, 2000

Glasgow Celtic 2 - 1 West Ham United

West Ham Scorer: Paolo Di Canio

 

West Ham United:

Stephen Bywater, Jorge (Gary Charles), Nigel Winterburn (Marc Keller), Neil Ruddock (Tyrell Forbes), Igor Stimac, Michael Carrick, Steve Lomas, Frank Lampard, Frederic Kanoute (Jermain Defoe), Paolo Di Canio, Trevor Sinclair (Adam Newton).

Moore and Billy McNeil

Press Association

Leading out the Hammers Lisbon Lions

The Lisbon Lions prior to the start of the 1967 European

Cup Final in Lisbon

Celtic Team

Celtic's 1970 squad includes all 12 Celtic players who played in Moore’s testimonial

Celtic badge

Upton Park

3 - 3 (HT 1 - 2)

16th November 1970

Captain's Bobby Moore and Billy McNeill exchange pennants

“a lovely cross by Moore in the 18th minute enabled Hurst to cancel out Celtic’s opening goal by Lennox”.

Esso logo2 copy

Esso’s sponsorship of this testimonial game was around the time when Esso linked up for several football promotions. Do you remember the 1970 Esso World Cup Coin collection beautifully presented on the blue card, the Squelcher mini football books or the series of football club team pictures? While the Bobby Moore Testimonial Match sponsorship was something new, as far as I know the formula was not repeated. The following season’s Geoff Hurst testimonial game was managed by the club.  

49_10_17 WHU v. Glasgow Celtic Friendly 00_07_25 Celtic v. WHU Match Report 1 Match pic 2

A shot from Billy Hughes goes wide

Press comment BM v. Celtic Claret Hurst goal

Geoff Hurst heads West Ham’s first goal as Celtic’s David Hay and Billy McNeil look on

Celtic’s John Hughes tries to jinx his way through the West Ham United defence as Tommy Taylor and John McDowell await his shot

The cigarette lighter was personally presented by Bobby Moore to the players and match officials. This one was presented to Celtic defender J. Brogan.

The presentation lighter given to the linesman J.R. McGowan was sold at Graham Budd Auctions in November 2006 and fetched £420

Presentation Table Lighter

Benefit & Testimonial Hallas & Moore Testimonial Ernie Gregory Testimonial