This article examines the reaction by Newcastle United supporters to the resignation of Kevin Keegan as Newcastle United manager in September 2008. Unhappy at the ownership and management structure of the club following Keegan’s departure, a series of supporter-led meetings took place that eventually led to the creation of Newcastle United Supporters’ Club and Newcastle United Supporters’ Trust. This article draws on a non-participant observation of these meetings and argues that although there are an increasing number of ‘active’ supporters throughout British football, ultimately it is the significance of ‘passive’ supporters who hamper the inclusion of supporters’ organizations at higher level clubs. The article concludes by suggesting that clubs, irrespective of wealth and success, need to recognize the long-term value of supporters. Failure to do so can result in fan alienation and ultimately decline (as seen with the recent cases of Coventry City and Portsmouth).