With supporter expectation now rising there were hopes that Stoke could soon begin to mount a serious attempt to return to the top flight. But after a poor summer in terms of transfer activity those hopes subsided, but soon returned after a good start to the season with Stoke going top of the table in early September. But any hopes of a promotion push soon vanished with some poor performances and most notably a lack of goals being scored. In fact Stoke went on a dull run of 'binary' results, from 23 October 2004 to 22 February 2005 the only score line was that of 0–0, 1–0, 0–1 and 1–1. Supporters began to vent their anger at the lack of entertainment on offer as the side fell into mid-table obscurity and a final finish of 12th the outcome of a forgettable season.

Prior to the start of the season the Football League went through a re-branding process with the First Division been renamed the Football League Championship. Stoke had a poor summer in the transfer market with only Dave Brammer and Steve Simonsen joining the club before the start of the season. However these worries were forgotten with a fine pre-season victory over Spanish giants Valencia. Stoke began the 2004–05 season very well beating promotion favourites Wolverhampton Wanderers 2–1 on the opening day. Victories over Gillingham, Cardiff City and Derby County followed and after a thrilling win over Ipswich Town Stoke went top of the table.

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Wikipedia