Sheffield United Co-Owner Breaks Silence After 429 Days, Admits Mistakes and Hints at Billy Sharp Return
More than a year after completing the long and complicated takeover of Sheffield United, co-owner Steven Rosen has finally addressed supporters directly — acknowledging past errors, praising Chris Wilder’s return, and even teasing the possibility of club legend Billy Sharp coming back in a coaching role.
It has been 429 days since the Ohio-based businessman and his COH Sports group officially took control of the Blades in a protracted deal finalised just before Christmas 2024. During that time, Rosen has remained largely out of the public eye. Communication from the ownership group — including Rosen and fellow co-owner Helmy Eltoukhy — has been limited to carefully worded statements distributed by public relations representatives. Requests for interviews from local journalists were consistently declined or ignored, creating growing frustration among supporters eager for transparency.
Instead, chief executive Stephen Bettis emerged as the public face of the regime. However, that did little to satisfy fans who wanted to hear directly from those ultimately responsible for the club’s strategic direction — particularly after a series of controversial decisions both on and off the pitch.
Recruitment Gamble and Managerial U-Turn
Among the most heavily scrutinised moves was the decision to hand significant control of the club’s recruitment strategy to self-described data specialist James Bord. The experiment proved costly, with millions reportedly misspent in the transfer market. Matters became even more controversial when Bord shifted focus toward an attempted takeover of Sheffield Wednesday — a move that ultimately collapsed earlier this week.
The ownership group also made the bold and ultimately ill-fated decision to dismiss Chris Wilder during the summer, replacing him with Ruben Selles. Just months later, that call was dramatically reversed, with Wilder reinstated after results failed to meet expectations. While COH have earned some credit for publicly admitting their mistake, many supporters remain concerned about the judgement that led to the original decision.
Rosen Speaks at Bramall Lane
Fans finally heard directly from Rosen ahead of Sheffield United’s Championship clash against Coventry City at Bramall Lane. Appearing in the Fan Zone before kickoff, Rosen made a rare visit to the stadium and addressed supporters from the stage.
His opening remark immediately caught attention, as he hinted at a possible return for legendary striker Billy Sharp in a coaching capacity.
“We’ll put that on the to-do list,” Rosen said with a smile — though it remained unclear whether the comment was a serious proposal or simply a crowd-pleasing gesture.
“It’s Not Important for Me to Talk to the Media”
In his speech, Rosen explained why he had remained silent for so long.
He revealed that he had received numerous requests to speak with journalists and podcasters over the past year but felt his priority should be the supporters rather than the media.
“It’s not important for me to talk to them,” he told the crowd. “What’s important is for me to speak to you.”
He emphasised that when he does have something meaningful to say, it will be directed at fans — particularly the club’s youngest supporters, whom he described as the future of both Sheffield and the Blades.
Chris Wilder Admission
The most significant portion of Rosen’s address centred around Chris Wilder. In a candid admission, the co-owner compared losing Wilder to not appreciating something valuable until it is gone.
“Sometimes you don’t appreciate something until it’s gone,” he reflected. “It could be a spouse. It could be a mate. When it’s gone, you realise how special it was.”
Quoting a well-known saying — “To make a mistake is human. It’s what you do next to make it right that matters” — Rosen made clear that reappointing Wilder was an attempt to correct an earlier misjudgement.
He revealed that he personally contacted Wilder in early September when the club’s form was faltering under Selles. Wilder subsequently travelled to Cleveland, Ohio, where the pair spent time together over a pint, a round of golf and dinner discussions.
Rosen said that meeting confirmed Wilder was “the right person,” adding that he was grateful the manager agreed to return.
Responsibility Accepted
While Rosen described Ruben Selles as “a good man,” he conceded that he was not “the right man for now.” He acknowledged that the team’s points tally could — and perhaps should — be higher, referencing dropped points, injuries and a series of red cards that have disrupted the campaign.
“We made a few mistakes at the beginning of the season,” he admitted. “That’s our responsibility. That’s on us.”
Despite those setbacks, Rosen remained optimistic about the club’s position moving forward and called on supporters to play their part.
Rallying Cry to the Fans
In closing, Rosen urged fans to continue backing the players wholeheartedly.
He encouraged supporters to stay until the final whistle, applauding the squad at full-time regardless of the result, stressing that such gestures mean more to players than many might realise.
“Cheer these players on from start to finish,” he said. “It really, really does matter.”
After more than a year of silence, Rosen’s first direct address may not answer every question surrounding COH’s stewardship — but it does represent a significant step toward greater openness. Whether words will now translate into stability and success on the pitch remains to be seen.
For now, though, one thing is certain: Sheffield United’s co-owner has finally found his voice.
