How on earth did a TV salesman become the Chairman of Manchester City? What were the circumstances that led to him being in charge?
I know some of this story. He and Noel White originally got involved in Altrincham, thanks to a young Alty fan called Brian Lomax. Brian went on to become the first person to set up a Supporters Trust, which he did at Northampton. I was working in Northampton in 2006, when we were looking to do the same at City so he was the obvious person to start asking for advice.
I rang him and explained who I was and what we were trying to do and he said "You'll probably put the phone down on me but I have to own up to being the person who got Peter Swales into football." He told me that he was a very enthusiastic Atrincham fan, going home and away. Eventually, the club took him on the team coach to away games and he got to know the club officials quite well.
They hit financial difficulties and he carried out a one-man campaign to drum up financial support in the town for their local club. He visited Swales & White, who'd sold the business to Thorn EMI so had a few quid in their pockets. They heard him out and agreed to get involved in financing the club and helping run it. That's where they got the taste for running a football club and set their sights a bit higher.
In the early Seventies, when there was a boardroom battle at City between 'young' Albert Alexander and Joe Smith, who Frank Johnson sold his shares to. The new faction was being encouraged by Malcolm Allison apparently, which ultimately led to the Mercer/Allison split. Swales claimed he went into a pub in Hale Barns and saw Sidney Rose & John Humphreys discussion the situation. In his version of the story, he went over to them and offered to intervene, without any real idea of how he could do that.
I spoke to Sidney Rose about that and he dismissed Swales' version as a complete fiction. He couldn't remember the exact sequence of events but said it definitely wasn't the way Sales told it and he thought the board agreed to contact Swales as a mediator. Swales commenced discussions with both parties and they eventually reached a concordat. As a reward, Swales was made a director. Once in, with just a few shares, she consolidated his position and acquired a majority shareholding, along with his allies.
Sidney confirmed something I'd long suspected, which is that you couldn't really believe a word Swales said. Everything was twisted to make him look better. I doubt he was genuinely a City fan. Alistair Mackintosh, the CEO before Garry Cook and now at Fulham, was another like that.