Wembley playing for profit without punters

Confidence about the stadium's financial position is running high with the grand opening for next season's FA Cup Final just a year away.

One highly placed source said: "Wembley will make money regardless of the number of people going through the general admissions turnstiles. It's a question of how much you earn from them, because the breakeven point is at 70-75 per cent of the executive box and club seat sales."

Some of those involved in the stadium project are upbeat enough that they have even stopped worrying about the inconsistent appeal of the England team under Eriksson.

The Swede's approach to substitutions and tactics in meaningless friendlies has frustrated some of his FA bosses and there are concerns that fans could be driven away.

Taking the England team to grounds around the country while Wembley is being rebuilt has been an unqualified success with sell-outs on almost every occasion.

However, the match against Azerbaijan-at Newcastle tomorrow night struggled to sell out even though it is an important World Cup qualifier.

The prospect of filling Wembley, which will be almost twice the size of St James' Park, for similar less-attractive matches appears unrealistic.

The FA have said they will do their bit to improve the situation by securing big-game friendlies, but no pressure will be put on Eriksson.

A Wembley insider said: "As with anything, if the product you are selling is not up to scratch, people won't buy the product.

"Novelty value will sustain Wembley in the first few years because people will want to be there.

"And in time one hopes the attitude to friendlies will change and that the new stadium will raise everyone's game."

The FA, who own the new national stadium, believe England games will be sold out in the first couple of years because supporters will be curious about the new Wembley experience.

And the association has been encouraged by the fact that the richest fans have already started securing the posh seats.

"If people are worried about friendlies, it's not stopping them stumping up the cash for the seats," another Wembley source said.

"We have seen a surge in interest recently and we are just about to launch another big sales push, so we are very confident that we are going to hit our targets."

Ordinary fans, who will ultimately make Wembley a success as a venue, are not being forgotten in the rush to woo the rich.

Although they are not critical to the stadium's short-term business plan, if all goes well the costs of building the ambitious arena will not be passed on to them.

The FA claim that ticket prices for England games and cup finals will stay in line with what they are now. The need for a hike has been taken away by money from the prawn sandwich brigade.

Wembley is predicted to make a profit for the FA in its first year and advance seat and box sales in the executive tier have earned them more than £200million.

That will cover the minimum debt payments for the 12-year loan of more than £400million which start next year and has effectively secured its short-term future.

For the longer term, the FA have already started talking to fans groups about how they can make Wembley a popular venue.

Designated singing areas have been discussed and the governing body are keen to create a good atmosphere.

They also hope to cash in on six concerts a year, with stars such as Robbie Williams and bands as popular as U2 reportedly keen to be the first to play at the new Wembley.

The hosting of less traditional sporting events is also being considered, but they would have to pay for themselves - the eye-watering executive section fees only cover football and rugby league.