Stoke had an inconsistent season as they found themselves being able to score a good number of goals but at the same time conceded many as well, scoring 65 goals and conceding 64. Stoke's final league position in 1965–66 was 10th, a modest improvement on the previous campaign.

The manager, chairman, directors and the supporters, all seemed happy with the squad for the 1965–66 season. But problems arose in defence as they started to conceded a worrying amount of goals with West Bromwich Albion hitting six while Burnley, Nottingham Forest, Sheffield Wednesday all put four past a leaky Stoke defence. However Stoke were also scoring an equal amount of goals themselves as Northampton Town were beaten 6–2 with Ritchie again scoring four goals. Stoke finished the season in a respectable position of 10th. At the end of the season both Jimmy McIlroy and Bill Asprey left the club after having a good career at the Victoria Ground. The 1965–66 season also saw the introduction of the substitute, Stoke's first sub being Keith Bebbington.

Tony Waddington tried to sign Swedish international Sven-Gunnar Larsson early in the season and actually played him in a friendly against Dynamo Moscow, but permission was denied by the FA and Stoke were fined £100.

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