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1973-74 marked the club's centenary season. This period in the Club’s history produced one of the most colourful characters to have represented the Club – Michael Burton. Capped by England in January 1972, he went onto play for his country in a total of 17 Internationals. Michael became the first player to be sent off playing for England in the tour of Australia in 1975.
The trading loss of the Club increased in 1977 to losses in excess of £6,000. Adidas were the first club sponsors providing free kit for the players and reduced prices for boots! Match sponsors and perimeter board advertising displaying around the playing pitch was accumulating £5,000 per season for the Club.
Off the field leading up to the age of professionalism, the Club appointed Mike Coley as its first paid executive.
Commercialism was now a major aspect of sport and the Club was more than relieved to welcome the brewers Bass as their sponsor for the 1989-90 season. The following season 14 new hospitality boxes and renewed concrete terracing were added to the ‘Tump End’ of Kingsholm.Mike Burton (Sports Management) Ltd was brought into the Club to take charge of all commercial, sales, hospitality and sponsorship activities.
The moves toward the game moving into full professionalism were beginning to take shape. Rumours abounded for several seasons that some clubs were already in the process of rewarding players by various means. It prompted Peter Ford, the Club chairman , in the wake of players being tempted to other clubs, to re-instate the Club’s belief in the amateur ethos.
“We play by the rules, whatever anyone else does and we will stick by the rules. If they state that we cannot pay players or offer them inducements, cars or flats, then we will not do it.”
A few months later, the Club appointed Barrie Corless as the Club’s first full time paid director of rugby, with a salary reputed by the media to be in the region of £40,000 per annum.
Exaltation in 1978 when Leicester were defeated 6 points to three at Twickenham in the first ever John Player Cup Final. The path to the Final came with victories versus Lydney (home) 38 points to 6, Gosforth (home) 19 points to 10, Wasps (away) 13 points to 3, Harlequins (away) 12 points to 6. The Gloucester captain that season was England back row forward John Watkins.
The selection of Gloucester prop Philip Blakeway was a highlight of the 1980-81 season when he was invited to tour with the British Lions in South Africa. Eight years later Mike Teague went one better when he appeared for the British Lions in their second and third Tests of their 1989 tour of Australia.
However, the following season of 1981-82 witnessed the Club reaching the final of the John Player Cup where they were joint winners after drawing 12 points all with Moseley.
Their path to the final came via the following encounters. High Wycombe (home) 40 points to 6, Exeter (home) 34 points to 3, Sale (home) 13 points 6, Coventry (away) 18 points to 9. The Club was also the leading club that season in the ‘Merit Table’ which was compiled by two of the country’s national newspapers.
After the innovation of leagues being introduced in the 1987-1988 season, the 1988-1989 season saw the Club just fall short of double success when they finished second in the Courage League and were also Pilkington Cup Semi-Finalists.
There was further frustration one year later with another second placed position in Courage League One and a heavy defeat by 48 points to 6 in the Pilkington Cup Final at Twickenham to West Country rivals Bath.
Kingsholm hosted the New Zealand versus USA World Cup match in 1991. The Club once again reached the Pilkington Cup semi-final in 1992.
The following season of 1992-1993 was somewhat disruptive with players concerned with regard to lack of rewards and considered their incentives were not comparable to other clubs.
Two years previous the Club had lost 15 players lured to other clubs including Gloucester fans favourite and England and British Lions star Mike Teague to Moseley.
In August of 1994 Mike Burton’s contract with the Club was terminated due to his growing business concern and the lack of time he was able to devote to affairs at Kingsholm.
Six months later Barrie Corless resigned in February 1995, following reports that his relationship with committee members had reached an acrimonious stage.
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