It was said that the
1929–30 season would be a make-or-break one. The team held their nerve in the important run-in, including a victory at fellow title-challengers
Oldham Athletic in front of a crowd of over 45,000. It was not
concreted for quite some time, but it did increase the capacity to around 30,000. Despite their defensive frailties, the club escaped relegation, with Jimmy Hampson's 32 goals being enough to secure First Division football for at least one more season. Also, a "£10,000 goal" Watson replaced
Billy Tremelling, who had moved to
Preston North End. Walter Lax was brought in from
Lincoln City, for whom he had scored 26 goals the previous season, plus Jack Everest from
Rochdale, and a new goalkeeper, Alec Roxburgh. Blackpool avoided the drop by yet again winning the final two games of the season, against Huddersfield and
Sheffield United. Again, Hampson was top scorer, with 24 goals in total, and FA Cup interest ended again in the third round. Season
1932–33, however, saw the club's luck run out. Hampson's goals had dried up by his own standards, with only eighteen to his name in the League, and Blackpool finished bottom of the table. After only three seasons in the top flight, they were relegated back to
Division Two. Eric Longden returned to
Hull City for a "nominal" fee, but tricky outside-right
Alec Reid signed from Preston. Changes were afoot in the boardroom too, with no less than six long-standing directors resigning. Other signings included
Danny Blair from
Aston Villa,
Frank Hill from
Arsenal and Willie Cook from
Bolton Wanderers. The twin strike-force of Hampson and Finan resulted in 44 goals, and with two other forwards – Dickie Watmough and
Sammy Jones – also netting in the double-figures, Blackpool seemed a safe bet in Division One. His 252 goals in all competitions remains a Blackpool club record. On the field, Blackpool settled well into the First Division and finished in twelfth place. Among the players who were emerging in the team were
George Farrow, a right-back signed from
Bournemouth, and
Jock Wallace, who was challenging Alec Roxburgh hard for the goalkeeper's jersey. New signings
Frank O'Donnell and
Willie Buchan, both from
Celtic, each cost £10,000, but there were less expensive imports too, such as
Eric Sibley and Malcolm Butler. For the
1938–39 season, Blackpool spent over £60,000 on new players, a huge amount for the era. At the outbreak of
World War II, in September 1939, Blackpool sat atop the First Division after winning their opening three games. The team's good form continued through the non-competitive wartime period with the help of many guest players. In
1939–40, the first season of the wartime regional league, Blackpool finished third and reached the quarter-finals of the
War Cup, assisted by the scoring feats of Jock Dodds. He netted thirty goals in eighteen league appearances, including seven in an 11–2 defeat of Oldham. Blackpool's guest players, who, as in
World War I, found themselves stationed in the town, including
Ronnie Dix (
Tottenham) and
Alex Stevenson (
Everton). There was also an outside-right who was a regular
England international and played club football for
Stoke City. His name was
Stanley Matthews, and he made regular appearances for Blackpool during the war years, teaming up with a promising youngster by the name of
Stan Mortensen. For Blackpool as a club, one positive aspect of the war was the wiping-out of their bank overdraft, which stood at £33,704. With the armed forces requiring Bloomfield Road for various reasons, the rent paid by the
War Office helped the club to become
solvent once again. When peace returned to Europe, Blackpool found themselves in a stronger position than before the intervention of war, even with the sales of Jock Dodds to
Shamrock Rovers and Hugh O'Donnell to Rochdale. Manager Joe Smith gathered around him some of the most talented footballers in the country, and with the help of Stan Mortensen's 28 goals, the team finished the
1946–47 season in fifth position, by far the highest final position that they had achieved up to that point. ==Matthews and Mortensen: the post-war years==