The 1990–91 season was Port Vale's 79th season of football in the Football League, and second successive (34th overall) season in the Second Division. For the first time since 1926–27 they played in a league above rivals Stoke City. Vale finished in mid-table, exiting the FA Cup at the Fourth Round, the League Cup at the Second Round, and the Full Members' Cup at the First Round. John Rudge continued to uncover hidden 'gems', signing Dutchman Robin van der Laan for £80,000. Darren Beckford was top-scorer once again, though the club's Player of the Year award went to Ray Walker.

The pre-season saw John Rudge follow up a recommendation by signing young Irish forward Derek Swan from Bohemians for £15,000. Meanwhile, more than £250,000 was taken in by the club from season-ticket sales. Much of this went on improving Vale Park, with 3,750 yellow and white seats fitted in the Railway Paddock, and 1,121 seats added to the upper tier of the Bycars End. The Bycars End roof was removed for safety reasons, whilst a police box was constructed between the Railway Paddock and the Hamil End. Admission rates increased to £5 for a terrace place, £6 for a seat in the Paddock and £7 in the stand. Season tickets ranged between £75 and £105. With police bills set to spiral upwards, a record five-figure shirt sponsorship deal was struck with Kalamazoo (a business systems company). A 25,000 seater stadium was planned for Festival Park, however Chairman Bill Bell was 'frightened to death by the cost', and the plans were binned.

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