Dale Martin Promotions

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For over twenty years Dale Martin Promotions were the standard bearers of the Joint Promotion organisation. The partnership of wrestler Jack Dale (Abbey) and Les Martin incorporated their new wrestling promotion business on 9th December, 1948, though they had been operating for some time, our earliest sighting of a Dale Martin Promotion in 1946. Jack Dale’s father, John Abbey, had promoted boxing and wrestling until his death in a car crash in 1936. The Dale martin territory consisted of London and southern England, with Dale Martin employing more wrestlers and promoting more shows than any other promoter.

Dale Martin skilfully eliminated most of the opposition through joining Joint Promotions in 1953. Eliminating the opposition in any business is very shrewd. They then successfully exploited the near monopoly very effectively.

With most of the southern half of the UK at their disposal, they could then operate a real business. Discipline, probably military discipline, was key. They had to keep all the arenas happy, complaint-free, avoiding bad local press. They needed to avoid no-shows. And they strove to make wrestling respectable, culminating with ITV in 1955 and then World of Sport 8 years later.

The discipline should not to be under-estimated. Managing a couple of hundred near-full-time wrestlers, visiting northerners and an exciting array of internationals.

Other Joint Promotions members worked to a very similar standard, but Dale Martin’s size meant they had also to include a breeding ground for new talent. They didn’t shy away from having a couple of bouts on each bill that had relatively lowly undercarders wrestling clean. They served this medicine up to the fans and the fans swallowed it whole.It all helped cement the seriousness of the sport.

Every single presentation felt like a stylish, smart, important evening, complete with MC in sober suit and bow tie. The mike always worked … little details that get taken for granted.

Dale Martin’s identified the standards they wanted to achieve and ensured these were maintained.No other promoters did more to establish professional wrestling as a legitimate sport.

Theirs were shows of the highest of standards and professionalism, with a higher percentage of technical bouts than seen elsewhere. Any criticism that could be made would probably be based upon the conservative nature of the business which made some shows appear unadventurous and less attractive than their northern counterparts. Whilst publicly disparaging the challenge from independent promoter Paul Lincoln in the early 1960s they did, nevertheless, quietly allow Lincoln to nurture much of their talent, including Adrian Street, Bobby Barnes, the Cortez brothers, and the Borg twins. New talent was developed at the Dale Martin gymnasium in Brixton.

Every aspect of a Dale Martin presentation was highly polished, portraying a legitimate competitive sport without any hint of disrepute.

In 1964 Hurst Park Syndicate purchased Dale Martin Promotions for £307,000 (£165,000 in cash and £142,000 in shares). As part of the deal it was agreed the Abbey brothers and Leslie Martin would continue to work for the new owners for seven years.

Another subsidiary of Hurst Park Syndicate was Viewsport, the closed circuit company which broadcast boxing and wrestling shows around the country. Managing Director of Viewsport was Jarvis Astaire, an influential man in boxing who had shown as interest in wrestling when promoting a BBC show in 1965. Directors of Dale Martin Promotions in May, 1966, following the Hurst Park takeover, were listed as John G. Abbey (Dale), Leonard A. Abbey (Dale), C.Burkeman, Leslie L Martin, H.W.Abbey (Dale).

In 1971 the William Hill organisation bought Hurst Park (and consequently Dale Martin and Viewsport), shortly after which William Hill became part of the Sears Holdings. At the time of the William Hill takeover Jarvis Astaire was Managing Director of Hurst Park. Dale Martin Promotions endured until 1992 when it was dissolved.

Dale Martin Promotions were formed by three Abbey brothers and their friend Les Martin:

Henry William Abbey (Billy Dale)

Henry Abbey, born 9th April, 1925, was the youngest of the Abbey brothers and known as Billy Dale. He left Dulwich College, having entered with a scholarship, in 1942 and worked momentarily for an insurance company before joining the Royal Navy. In 1950 he joined his brothers and Les Martin in Dale Martin Promotions. He remained a Director of Dale Martin Promotions until 1971 when it was taken over by the William Hill Organisation. He then became a Director, later Deputy Managing Director until he retired in 1988. Henry Abbey (Billy Dale) died on 21st October, 2013.

John Abbey (John Dale)

John Abbey, born in 1911, was the eldest of the Abbey brothers. He was working for a coal merchant in 1936 when his father was killed in a car crash. John and brother Leonard continued the promoting business following their father’s death, John initially taking a lead role as Leonard was a successful wrestler known as Jack Dale.

Leonard Alfred Abbey (Jack Dale)

Len Abbey was the middle son of John and Emma, born in Croydon on 8th August, 1912. When his father was killed in 1936 Len and brother John took over their father’s business interests and began promoting boxing and wrestling. It was during the war that Jack and another young wrestler, Les Martin, both of whom were serving with Streatham’s Auxiliary Fire Service, talked about revitalising professional wrestling when peace resumed. They promoted wartime charity shows, and this was the embryo of Dale Martin Promotions. Len, brother John and Les formed Dale Martin Promotions following the Second World War, joined in 1950 by brother Henry. Len Abbey died in 1991.

Leslie Martin

Les Martin was reputedly a low key professional wrestler towards the tail end of the 1930s. We don’t doubt it, but he was low key enough for us to find no evidence. We do know he met young Jack Dale whilst serving in the fire service during World War 2. Les Martin had already started promoting on a small scale and Jack Dale was making his way as a wrestler. The two friends joined forces. A friendship that changed wrestling history.

In 1971, with their seven years contract ended, all had changed and Directors of Dale Martin in were William George McManus, Michael Judd and Jarvis Astaire.

The Ost has shared this promotional flyer of Dale Martin Promotions, dated 1952.