This happy period for the Alessandria club ended after 1959–60 relegation. In the 1960s, they declined in Serie C and in the early 1970s failed several times in earning a promotion to Serie B. In 1973, the club won the first edition of the Coppa Italia Serie C, defeating Avellino in the final match. At the end of the 1973–74 championships, the club were promoted to Serie B; that season ended up in a frantic way, with coach Dino Ballacci being sacked and the subsequent resignation of chairman Sacco, disputed by supporters.