Born on 7 April 1951, John Ward’s rise through the ranks of English football is one that defies the glamour often associated with the sport. Instead, it is a story of quiet determination, of a man who carved out a niche for himself as both a player and a manager in the often-overlooked corners of the Football League. His career, spanning over four decades, is a testament to the enduring spirit of football’s unsung heroes.
PART ONE
Ward’s playing career began in earnest at Lincoln City, where he spent the bulk of his time as a forward. Between 1970 and 1979, he scored 91 goals in 240 Football League appearances, a record that speaks volumes about his consistency and reliability in front of goal. Moreover, his ability to find the net with such regularity made him a fan favourite at Sincil Bank. However, his career was not confined to Lincoln. He also had spells at Watford, Grimsby Town, and Workington, where he continued to demonstrate his knack for scoring goals.
John Ward’s rise to prominence came during the 1975/76 season, a campaign that would go down in Lincoln City folklore. Scoring 29 goals across League and Cup competitions, Ward was the talisman of a team that clinched the Division 4 Championship in record-breaking fashion. His ability to find the back of the net with such consistency was a testament to his sharp instincts and composure in front of goal.
Ward found the net early in the season, opening his account in the League Cup with a goal in Lincoln’s 4-2 victory over Chesterfield on 20 August. Just days later, on 23 August, he continued his fine form in a 4-2 league win over Torquay United, showcasing his ability to finish with precision.
September proved to be another productive month. Ward struck in the 3-1 win over Reading on 6 September and followed it up with a goal in the impressive 4-1 victory over Exeter City on 20 September. Lincoln’s momentum carried into October, with Ward playing a crucial role in the 4-0 demolition of Swansea City on 4 October. He then added another goal in the 3-1 win against Brentford on 11 October, further establishing himself as one of the division’s most clinical forwards.
As the winter months approached, Ward showed no signs of slowing down. He netted in the 4-2 win over Bradford City on 20 December and again in the 4-2 triumph at Doncaster Rovers on Boxing Day. The festive period continued in Lincoln’s favour, with Ward adding another in the 2-1 win over Barnsley just a day later.
Moving into the new year, Ward’s consistency remained a key asset. He found the target in the 3-0 home win against Hartlepool United on 10 January and struck again in a vital 3-0 victory over Cambridge United on 31 January. He kept up his good form and his goal in the 4-1 win against Workington on 21 February highlighted his ability to deliver in crucial moments. Arguably, Ward’s finest performance came on 25 February, when Lincoln dismantled Southport 6-0, with the striker playing a starring role. He followed that up with a brace in the 5-1 thrashing of Watford on 26 March, further strengthening Lincoln’s grip on the league title.
As Lincoln edged closer to promotion, Ward remained a reliable source of goals. He scored in the emphatic 5-0 win over Doncaster Rovers on 17 April and added to his tally in the 4-1 victory against Newport County on 3 April. His final contributions came in a crucial 5-1 away win at Bradford City on 31 March and a composed finish in the 2-0 triumph over Stockport County on 16 April.
By the end of the campaign, Ward’s goals had helped Lincoln amass an incredible 74 points, securing the Fourth Division title in style. His partnership with Percy Freeman was instrumental in making Taylor’s team one of the most dominant in the club’s history.
Moreover, his partnership with fellow attackers and the tactical acumen of Graham Taylor created a perfect storm of attacking football that thrilled fans and demoralized opponents. Undoubtedly, this season was the pinnacle of Ward’s career, a period where everything clicked into place, and his name became synonymous with success at Sincil Bank.
PART TWO
However, football is a game of contrasts, and Ward’s story is no exception. Despite his heroics in the 1975/76 season, the following years were fraught with challenges. When Graham Taylor departed for Elton John´s Watford in 1977, Ward remained at Lincoln, but his fortunes took a turn for the worse.
Early into the 1977/78 season, he suffered a broken leg, an injury that sidelined him for the remainder of the campaign. This setback was a cruel blow for a player who had been in such scintillating form, and it marked the beginning of a difficult period for both Ward and the club.
The 1978/79 campaign saw Ward return to action, but the magic of previous years seemed elusive. Scoring just four goals in 33 appearances, he struggled to replicate his earlier form, and Lincoln City’s fortunes mirrored his own decline.
With attendances dwindling and the team languishing at the bottom of the table, the writing was on the wall. Consequently, the summer of 1979 saw a fire sale of the club’s assets, and Ward was among those who departed. For a transfer fee somewhere in the region of £15,000, he followed former teammates Sam Ellis and Dennis Booth to ambitious Watford, reuniting with Graham Taylor in the process.
Ward’s time at Watford was a chapter of unfulfilled potential. Arriving at Vicarage Road as a backup striker, he found himself playing a supporting role in a team that was on the rise. Nevertheless, he contributed when called upon, chipping in with crucial goals that showcased his enduring quality.
His stint at Watford may have been brief, but it was a testament to his professionalism and adaptability. Even as his playing days wound down, Ward remained a reliable figure, a player who could be counted on to deliver when it mattered most.
What actually set Ward apart as a player was not just his goal-scoring prowess but his innate understanding of the game. He was an intelligent forward who could read the play, anticipate movements, and position himself effectively. These qualities would later serve him well in his managerial career. Nevertheless, his playing days were not marked by the kind of headlines that follow modern-day strikers. Instead, they were characterised by a quiet efficiency, a trait that would become a hallmark of his time in football.
PART THREE
Following his retirement from playing, Ward transitioned into coaching, a move that would shape the rest of his career. In 1982, he became assistant manager to Graham Taylor at Watford, a club that was on the rise under Taylor’s stewardship. This period was crucial for Ward, as it allowed him to learn from one of the most innovative managers of his generation. Taylor’s methods, particularly his emphasis on fitness, organisation, and teamwork, left a lasting impression on Ward.
When Taylor moved to Aston Villa in 1987, Ward followed, continuing his apprenticeship under a manager who was rapidly gaining a reputation for his ability to transform clubs. At Villa, Ward was part of a coaching setup that helped the club achieve promotion to the First Division in 1988. However, Taylor’s departure to become England manager in 1990 marked the end of an era for Ward at Villa. He remained at the club for a further year and a half, working under Jozef Venglos and then Ron Atkinson, but the dynamic had changed.
Ward’s first opportunity to manage a club came in late 1991, when he was appointed as manager of York City. At the time, York were a struggling Fourth Division club, and Ward’s appointment was somewhat serendipitous. He had mentioned to Graham Taylor in a phone call that he felt York would be a good club to start his managerial career, and Taylor, in turn, recommended him to the York City board. What followed was a remarkable turnaround, as Ward guided the Minstermen to a position where they were challenging for automatic promotion in the 1992–93 season. However, he left before the season ended, and promotion was achieved by his successor, Alan Little, via the play-offs.
Despite the success at York, Ward’s managerial career was marked by a series of ups and downs. He went on to manage both Bristol Rovers and Bristol City, experiencing the unique challenges of managing in a city divided by fierce local rivalries. His time at Bristol City was particularly notable, as he helped stabilise the club during a turbulent period. Nevertheless, his tenure was not without its difficulties, and he eventually moved on to take up assistant roles at Burnley and Wolverhampton Wanderers.
At Wolves, Ward played a key role in the club’s promotion to the Premier League in 2003, working as assistant to Dave Jones. However, he left the club at the end of the season, a decision that marked the end of his time at Molineux. What followed was a series of managerial appointments at Cheltenham Town, Carlisle United, and Colchester United, where Ward continued to demonstrate his ability to stabilise and improve clubs. At Cheltenham, he guided the club to promotion into League One in 2006, a significant achievement for a club of their stature. Similarly, at Carlisle, he guided the club to a play-off position in his first season in charge, although a poor start to the following campaign led to his departure.
Ward’s final managerial role came at Bristol Rovers, a club he had managed earlier in his career. Appointed in December 2012, he took over a team that was second from bottom and in danger of relegation from the Football League. What followed was a remarkable turnaround, as Ward guided the West Country side to a comfortable mid-table finish, achieving a 50% win ratio in the process. His ability to galvanise a struggling team was once again on display, as he instilled a sense of belief and organisation that had been lacking.
However, his second season in charge proved more difficult, as The Pirates struggled for form despite being among the pre-season favourites. In March 2014, Ward was replaced as manager by his assistant, Darrell Clarke, and took up the role of Director of Football. This move, however, was short-lived. Following the club’s relegation out of the Football League, Ward was sacked as Director of Football, just 41 days into the role. It was a disappointing end to a career that had been defined by resilience and adaptability.
John Ward’s career in the game of football is one that deserves to be celebrated, not for its headline-grabbing moments, but for its quiet consistency and enduring impact. As a player, he was a reliable forward who scored goals with a regularity that belied his modest profile. As a manager, Ward was a stabilising force, a man who could walk into a struggling club and leave it in a better position than he found it.