Wales v South Korea: Why crowds are dwindling for friendlies in Wales

The FAW has – rightly – won much praise for the work that went on to generate a new feeling among Wales fans to match the golden generation developing on the pitch a decade ago.

An organic evolution, it saw Wales find a true base at Cardiff City Stadium and increasingly regular sell-outs.

Supporters found a home and a voice, the hardcore let in the wider fanbase on their ‘best-kept secret’ of following Wales and a sense of occasion at games developed.

A connection between team and fans was key (even the Red Wall moniker was coined by the players), harnessed by the association’s staff – many of whom were fans themselves.

However, ultimately the side was winning – and winning often.

Three major finals in the space of six years for a side who had not reached one in almost six decades was always going to ensure the turnstiles kept ticking.

But there is no greater marketing strategy than winning games.

Attendances for qualifiers have not dipped; there was a near-capacity crowd of 32,774 there for the last home qualifier and many have taken advantage of campaign ‘season’ tickets.

But as much as the statistic irks manager Rob Page, winning one game in 12 will not help, no matter how you look at it.

“In the past the fans had to help generate support,” says Paul Corkery of supporter group FSA Cymru. “There has always been a hardcore of fans and it has been brilliant to see the numbers in recent years.

“But for everything that goes with going to a game, the entertainment, it’s still a results business.

“As much as it’s about the occasion, fans want to see a winning side. After the World Cup, the way we performed against Armenia, we’re not on a wave of good feeling.”

The players aware aware and understanding, with Neco Williams admitting that turning around fortunes is the only thing they can control.

“We know how much they support us and they’ve been there from the start,” said the Nottingham Forest defender.

“Listen, if a thousand turn up, that’s our 12th man, if 20,000 turn up even better. We can only look on the football side and get the three points in Latvia to hopefully bring back the fans to a full stadium. Yes it’s a friendly on a Thursday and it’s difficult especially for the people in the north, but even if there’s only a thousand there, we would be happy.”

Maybe it is more than just results, with some of the more vocal on social media unhappy with the style of play, while Page has come under heavy fire for the performance in defeat to Armenia last time out in Cardiff.