The arrival of Kevin Keegan as Chief Operating Officer and Ray Wilkins as team manager in September 1997, two of the most famous names in English football, brought the sort of glamour and media interest to the banks of the Thames that had not been seen since the days of Moore, Best and Marsh.
There was little at club level in English or European football that the new duo had not achieved and their experience was backed up by a cheque book unprecedented in Fulham's history and exceptional by the standards of the Second Division.
Money was spent, transfer records broken and more players were used by Fulham in 1997-8 than in any other season in their history. By May, the team was unrecognisable from the side which won promotion just 12 months earlier.
Clearly, the spending made a difference to the results, but not quite enough. By the time the team started to garner points, Watford and Bristol City had built up a commanding lead at the top, and for the rest it was a battle for the play-offs. Fulham made it, but only just, and then lost out to Grimsby. Whilst most supporters would have settled for this at the start of the season, it did not appear to be a satisfactory return on the investment in new players.
During the season, too many points were dropped to poor teams and rarely did the Cottagers impose themselves on the opposition. The crowds were getting bigger and they appreciated seeing quality players but there was a feeling that the style of football did not make the most of the talent available. There were almost too many passes, often in the wrong direction, against sides playing with very packed defences. A formation that might have been effective in Serie A against Juventus or AC Milan was rather less convincing against Wigan or Southend.
Many outsiders were surprised when Wilkins departed, involuntarily, days before the play-offs. The club, however, was going into these important games on the back of three straight defeats and a string of below-par performances. On current form, they probably would have lost and it seemed changing the manager to change the results was a risk worth taking. Although they missed out, Fulham went into their centenary season as a professional club amongst the favourites for promotion, led by a man noted for his inspirational qualities as a manager. Kevin Keegan was now in full time charge of first team affairs.
The season 98/99 and Kevin Keegan’s unique style of leadership brought the supporters the success they had yearned for. It had been a long time coming, 50 years in fact But a Championship trophy was at last paraded at Craven Cottage as Fulham romped away with last season’s second division.
Of course, everyone will have been sorry to see Kevin Keegan leave the club, especially after such a successful term in office. But the blow was softened and indeed tinged with some pride as he went off to manage England.