The ARSENAL brand is NOT about winning.

[skipper]

When our supporters see that we can attract – even though we haven't won a trophy in seven years – one of the top global brands in the world for the type of money and financial commitment they're making, that makes our fans feel proud.

'Developing the kinds of young talent, finding those players in the marketplace make our fans feel proud.
Coming to a stadium that the club built really at a time – 10 years ago when the board decided to build that stadium, everything was going our way, it was Manchester United and Arsenal, but we made a very bold decision and we built that stadium on time and on budget, that makes our fans very proud.

We have a large and engaged fan-base around the world who wants to feel as if they belong to the club, and want to feel proud to belong to the club.

This just proves what I've realised while ago, Arsenal is actualy in process of atracting completely new breed of fans.

Correct me if I'm wrong, but no 'old school' Arsenal supporter feels proud about any of that shit mentioned above.

[Barriecuda]

When our supporters see that we can attract – even though we haven't won a trophy in seven years – one of the top global brands in the world for the type of money and financial commitment they're making, that makes our fans feel proud.

Obviously nothing instils pride in our fan-base more than winning but there are many things we do that make our fans feel proud,' Fox continued.

'Developing the kinds of young talent, finding those players in the marketplace make our fans feel proud.
Coming to a stadium that the club built really at a time – 10 years ago when the board decided to build that stadium, everything was going our way, it was Manchester United and Arsenal, but we made a very bold decision and we built that stadium on time and on budget, that makes our fans very proud.

I find it both disgusting and insulting that they constantly refer to fans being "proud" of business achievements. I don't think any Arsenal fans have any problem with us being viable commercially, but the thing that we're "proud" of as fans is the history and tradition of this mighty club - not the business model of the last decade. It's pathetic that they constantly harp on our business success and suggest that our fans are "proud" of it as if that's our #1 achievement.

Of course, they continually sacrifice the heritage of this club to squeeze a few more dollars, so I guess it shouldn't be surprising that their focus is purely on the dollars.

FFS the terms "global brand", "financial commitment" and "on time and on budget" should have absolutely no place in discussing why fans love their club. Football is a money game nowadays, I get that, but the fact that Fox Tom here thinks that it's our primary concern - just goes to show you the disconnect.

Not only that, I take real issue with "developing young talent". We're supposedly an elite European club, yet we're supposed to take pride in making players better so we can turn a profit? I like how they didn't mention we've sold every top player we've developed in the last 5 years.

The whole thing is irritating. And that's coming from an overseas fan who's only been following the club closely for about 4-5 years now. I can't even imagine how upset some of you long-time fans are.

[g88ner]

I agree with Tom Fox. There is more to Arsenal than winning.

As fans, we care about the club, and it's in our soul regardless of how successful we are on the pitch. Liam Brady and Fabregas actually won very little at Arsenal, but were very marketable because they were fan favourites - they had style, skill, and we loved them to bits! they give you hope, and that's what fans thrive on! there's the cannon, the fact that we're not just Arsenal, but THE ARSENAL - there's the pride that we do things with class (I know, I know ), there's the famous red and white shirt, Highbury, with the famous North Bank, the marble halls and the art deco east and west stand. In fact, when you think about it, there's bloody loads of things the fans love about our wonderful club other than "winning".

Quite frankly, Tom Fox and the marketing team wouldn't be doing their job properly if they ignored everything else, and only focussed on marketing success on the pitch (especially as that's totally out of his hands!) - it's their job to tap into what makes the fan base tick, so he's correct, in the context of marketing, winning isn't everything.

[SteveO 35]

When our supporters see that we can attract – even though we haven't won a trophy in seven years – one of the top global brands in the world for the type of money and financial commitment they're making, that makes our fans feel proud.

'Developing the kinds of young talent, finding those players in the marketplace make our fans feel proud.
Coming to a stadium that the club built really at a time – 10 years ago when the board decided to build that stadium, everything was going our way, it was Manchester United and Arsenal, but we made a very bold decision and we built that stadium on time and on budget, that makes our fans very proud.

We have a large and engaged fan-base around the world who wants to feel as if they belong to the club, and want to feel proud to belong to the club.

This just proves what I've realised while ago, Arsenal is actualy in process of atracting completely new breed of fans.

Correct me if I'm wrong, but no 'old school' Arsenal supporter feels proud about any of that shit mentioned above.

You're not wrong - there are no old school fans that feel proud of the club right now.....but go on the official Arsenal Facebook site and you'll find plenty of modern day bellends only too happy to hit the 'like' button

[Top Londoner]

shame on me, that the last game that I attended was the champs lge final. Never been to the bowl either

Not born in Islington either, but been a supporter since '69.

I couldn't give a fucking monkey's what anyone thinks about my support as an Arsenal supporter. I have spent fucking squillions following them, but I wouldn't accept a freebie now, even if my ex missus life depended upon it.

Fuck off Ar$enal, I want my Arsenal back,,,,,,,,,,,,,,,,,NOW

[SteveO 35]

shame on me, that the last game that I attended was the champs lge final. Never been to the bowl either

Not born in Islington either, but been a supporter since '69.

I couldn't give a fucking monkey's what anyone thinks about my support as an Arsenal supporter. I have spent fucking squillions following them, but I wouldn't accept a freebie now, even if my ex missus life depended upon it.

Fuck off Ar$enal, I want my Arsenal back,,,,,,,,,,,,,,,,,NOW

You mean you've missed out on six whole years of competing with Europe's elite??

[Thierry 3-8-99]

Of course your experience of supporting The Arsenal depends on when you were born. My old man tells me I sat and watched the 71 final with him, I can't remember I was 3. 78',79' & 80' came with mixed emotions. Then at 18, 89' came and an unexplainable feeling of winning the league for proper in my Arsenal supporting life. The pumping heart and the unstoppable tears of joy watching The Arsenal win the League. Then even better a team was built playing with passion, skill and flair - and they WON trophies. They were the best footballing team around. This was the 'brand' I associate Arsenal with. Watching last weekends display - no passion - no flair - no skill - stuff your brand!

[falkirk goon]

The Arsenal brand is fuckall to do with winning thesedays its all about the moolah

Top 4 finishes above everything else and they dont give a flying fuck about who fills the ground,infact they prefer the daytripper crowd allday long,wankers.

At the Fulham shambles the other week i had Belgians to my right,Austrians to my left ,about 6 Spaniards in the row behind and 2 French couples in the row in front,me and my mate were the only english speakers around being scottish i use the term loosely ..one of the french guys asked to have their photo taken together at fulltime as a souvenir just seconds after Arteta had missed that pen ..everyone of them had bags full of shit from the shop more for The Bank of Kroenke

The Bowl is nothing but a cashcow for the *word censored* on the board

[StuartL]

I have grown up defending the club I love after humiliating defeats against, York, Luton, Wrexham to name only a couple but I always felt proud of the club and that I could hold my head high as a Gooner

Sadly, I feel no pride in this current set up that couldn't give a shit about the regular match goers who have been actively priced out, who deliberately change our strips every season to force fans to buy a new kit, who took years to put the clock, synonamous with Arsenal back at the stadium, who thought coloured quadrants were catchy, who named the bridge's after a club official, who take legal action against a hat seller in Italy and who then have the cheek to try and claim the word "gooner" as their own.

Is this really "the Arsenal way" ?

Not The Arsenal that I used to know and love

[gavbacon]

Arsenal's chief commercial officer, Tom Fox has said that winning isn't everything, and that our brand is defined by more than winning. The American, who joined Arsenal in 2009 said: 'Arsenal Football Club is not only about winning.

This makes my mad. I read it last night, what a fucking joke.

Mr Fox - Without winning, the 'brand' is meaningless.

The Arsenal management are living on the history of Wenger, the Invincibles, Henry, the move to the Emirates and the marketing spin. Soon, real soon, it's all going to come crashing down... unless something different / a miracle happens.

Basically Mr Fox, just fuck off.

[QuartzGooner]

Arsenal's chief commercial officer, Tom Fox has said that winning isn't everything, and that our brand is defined by more than winning. The American, who joined Arsenal in 2009 said: 'Arsenal Football Club is not only about winning.

DPMUNKY:First off, thanks tom for making all of us (americans) look like clueless tourist in the world of modern football. Youre making all of us look bad.

QUARTZ: Nah, he does not speak for all Americans, don't worry.


Coming to a stadium that the club built really at a time – 10 years ago when the board decided to build that stadium, everything was going our way, it was Manchester United and Arsenal, but we made a very bold decision and we built that stadium on time and on budget, that makes our fans very proud.

DPMUNKY: Having not seen it in person it may be a tad disingenuous to comment but the place looks like a lifeless spaceship. It doesnt seem to have any character at all. Highbury had a certain bit of charm to it, it screamed class even from 4000 miles away, the place had soul. "The bowl" as most fans seem to call it....has none of these things

QUARTZ: The stadium is breathtaking. Well designed and impressive architecturally. The 'Soul" comes from the fans, and it is that too many of them are quiet that is a big problem (plus issues with priced-out long term fans), and some stewarding is heavy handed. Also it will take time to build a history there; Highbury had 93 years to build up it's own folklore.

[QuartzGooner]

At the Fulham shambles the other week i had Belgians to my right, [Vermaelen's family?] Austrians to my left [Manninger's family who still support the team?] ,about 6 Spaniards in the row behind [Arteta's people?] and 2 French couples in the row in front [Squillachi's cousins?],me and my mate were the only english speakers around being scottish i use the term loosely [Way it's heading Alex Salmond is gonna separate you lot from us!]

[Herd]

I regret to say that this clown came to Singapore on an eastern tour and met and had pretty photos taken with our Exco who failed to inform me of his coming ,probably deliberately since I would have told him what I think of him and the current management structure !

[hugh jardon]

Mr Fox, I am not proud of any business the Arsenal commercial team conducts. You are simply carrying out your jobs as per your contracts. Doing what is expected of you anyway does not make me proud.

When the club is charging astronomical ticket prices and then have the audacity to add a £1.60 online booking fee on top of the £26 membership fee I have had to pay this does not make me proud.

When the club continues to not listen to the fans who actually pay to enter your soulless stadium on how to improve the atmosphere, this does not make me proud.

When the club annually sells our best players to rival clubs, this does not make me proud.

When the club continues to not enter the transfer market for obviously needed reinforcements, this does not make me proud.

When the club continues to not wear yellow and blue as an away kit, this does not make me proud. Purple and black?!

Whilst the club only has ambitions to finish 4th, this does not make me proud!

Could go on forever but gotta go to work! I hope everyone is proud of me!

[LDB]

I agree with Tom Fox. There is more to Arsenal than winning.

As fans, we care about the club, and it's in our soul regardless of how successful we are on the pitch. Liam Brady and Fabregas actually won very little at Arsenal, but were very marketable because they were fan favourites - they had style, skill, and we loved them to bits! they give you hope, and that's what fans thrive on! there's the cannon, the fact that we're not just Arsenal, but THE ARSENAL - there's the pride that we do things with class (I know, I know ), there's the famous red and white shirt, Highbury, with the famous North Bank, the marble halls and the art deco east and west stand. In fact, when you think about it, there's bloody loads of things the fans love about our wonderful club other than "winning".

Quite frankly, Tom Fox and the marketing team wouldn't be doing their job properly if they ignored everything else, and only focussed on marketing success on the pitch (especially as that's totally out of his hands!) - it's their job to tap into what makes the fan base tick, so he's correct, in the context of marketing, winning isn't everything.

I agree with g88ner, although the timing of these remarks doesn't seem too well thought through - they were always going to be interpreted that way by the gutter press and too many gooners ready to swallow any negative story at the moment.