To begin with, the Invincibles’ season truly marked the end of an era. The years that followed are a period ofAi??transitionAi??and re-arming, to make way for an era even greater than the Invincibles. They are still not out of the rebuilding phase, slowly making progress for the past 8 years.
Here is an attempt try to put Arsene’s decisions and strategies to make the club even bigger into perspective.
A Sign Of Ambition
In 1997, Arsenal football club’s board of directors decided it is time to move to a bigger stadium to match theAi??ambitionAi??of the club. Yes, you heard it right-Ai??AmbitionAi??(As Gazidis said, the Emirates stadium is a sign of the huge ambition the club has). And, it mysteriously coincides with Arsene’s appointment as Arsenal’s manager (The chosen man, the water carrier during these toughest periods of transition). A new and a bigger stadium is vital to stand shoulder to shoulder with some of the big names in European football. After 7 long years of struggle, the new state of the art stadium at Ashburton Grove materialized, but not without lots of financial complications. The initial stadium construction cost was estimated to be around A?400m. The club was not funded by sugar daddies and strongly believed in its policy of self-sustainability. Since the project was stagnating, Arsenal had to agree to quick inflow of cash through the stadium naming rights worth A?100m from Emirates Airlines, shirt sponsorship worth A?5.5m from Nike and various other commercial means.
Though this was a hasty move, the clubAi??could not have forecasted that shirt sponsorship money would surge the way it did. Nikeai??i??sAi??A?5.5m was a very good deal back then. With uncertainty and pressure to complete the Ashburton Grove project, the club felt that Emirates Airlinesai??i??Ai??and Nikeai??i??sAi??sponsorship deals were too good to miss. Arsenal will sign aAi??A?25m deal with Adidas in the near future, but Liverpool and Chelsea might sign a deal worthAi??A?40m next year, who knows? It is all uncertainty and we cannot predict the market. Right now theAi??A?25m deal might look very good. But a year later it might look ordinary. Same thing happened back then and Arsenalai??i??s hastiness cannot be blamed. One may even argue that Arsenal could have moved to buyout the deal with Nike, like how Manchester United have bought out their training kit sponsor, DHLai??i??s deal. But the board has its own policies and vision. They do not seem to support buying out the deal that is struck with Nike. Perhaps, Arsenal likes to bring professionalism and ethics into its dealings. May be that is one reason why people feel that the board is turning the football club into a business unit. So whatever reasons Arsenal signed the long term deals for, itAi??finally helped in completing the construction of the Emirates Stadium, which became Arsenal’s new home in 2006.
The Weight Of Carrying An Ambition
To sustain this massive overhead of building a stadium and also to be self-reliant and be seated among the best clubs in Europe permanently, Arsenal adopted carefully thought out strategies. One of the strategies was to let Arsene carry the weight! But let us not get the topic deviated in that direction, because it is a very widely known fact. So coming back to the point, it should also be noted that it is around this time that the sugar daddies like Abramovich stepped into football. Arsenal immediately recognized the threat (as well as the opportunity) to implement their vision.
Arsenal has not built up their global brand to fund the clubai??i??s operation costs entirely, but it is their vision to do so by being self-reliant. The club wanted to break even every year. But why? Because the losses would derail the vision as the purse strings are tight and the commercial revenue has not been developed yet to support the expenditures. One could argue, why the board did not pump in their cash? It should be noted that every organization has a policy and they wish to keep hold of it. Self-Sustenance is not an unfair policy by any means, so there is nothing for the fans to criticize about it. By balancing the books each year, it gives the club a renewed hope to overcome the temporary restriction the club has and it can start afresh every season till the club is free of all debt and ready to establish its credentials as a top European club.
Yet, balancing the books alone cannot help the club in moving forward. Does finishing in mid-table of the league with a balanced account book help the clubai??i??s direction? No, because once the club becomes a mid-table team, there is no way to be back to the top. It could take years, even decades. But at the same time, the club cannot see profits year after year when drawn into title challenges by spending vast money on the squad. If Abramovich and the Sheiks didnai??i??t cause mayhem, probably Arsenal would still have been genuine title contenders, but with them in the mix, there is no end to the money race. Arsenal would find itself sucked into a whirlpool of crazy spending. Hence the board must have decided to keep the title ambitions locked up in the shaft temporarily. Arsenal had to find a middle path between mediocrity and excellence in the league. To be just in the thereabouts so that the club can again challenge for the title immediately after the transition is over. The board identified this middle path to be the UEFA Champions League spot. Anything extra would be a bonus. As Arsene explained in the AGM recently, qualifying for UCL is not to be taken for granted. Why? Because,
- To attract quality players (If not world class) so that Arsenal achieves UCL qualification every year till the transition period.
- The money. UCL can offer money to the club which no other competition can offer (League cup, FA cup). This money will help Arsenal in their expenditures greatly.
So UCL qualification is vital for the club to survive the transition. Though the board might not accept it, it is correct to say that Arsenalai??i??s primary goal is to get a UCL berth, but it is choice taken for greater cause for the future. The money from UCL alone is not enough to balance the books. Though the property sales helped a lot in covering the clubai??i??s operational costs, more was needed.
A Youthful Plan
This led to the clubai??i??s strategy to sell important players for huge money. To sustain the performance of the team and to qualify for UCL, the club had to keep a balance despite selling the top players. First, they bought cheaper replacements for experienced WC players who Arsene believed would deliver. Though some of these transfers were a flop, it is all balanced out. For every Squillaci, the club bought a Koscielny. For every Chamakh the club bought a Cazorla. It doesnai??i??t look so bad. There will be some hits and misses in transfer markets. It is inevitable. Next, they adopted the youth policy to scout, train and promote talented youth players from the academy to make up for the loss of experienced and world class players sold for huge money. And the club really did a good job. To consistently unearth talented players is no less a feat. The youth academy was a very well planned strategy to overcome the crippling effect of player sales. And it is a success. To groom a talented youngster and to retain him at the club when other rivals are waiting to grab the player, what do you do? You offer them higher wages (for a youngster) than the rivals and promise them with 1st team chances. That is what Arsenal does. But why does the club have to do this? Because, grooming a youngster cost much lesser than a world class signing with astronomical transfer fee and wages. Arsene has the amazing ability to bring out the best from the youngsters, to make them compete against these world class players. So Arsenal is saving the money here. When these youngsters can keep the club in top-4 at the expense of huge money spent on world class players, it is worth the gamble, isnai??i??t it? So far it has worked and the youth academy takes a great deal of credit for it!
The wage policy for the 1stAi??teamers has been under high scrutiny from the fans. But what they do not see is the investment made in the youth academy.Ai??Say there are 20 promising youngsters in the Arsenal youth academy, the club has to pay each and every one of them the same wage because they do not know who is going to make it to the 1stAi??team. Let us assume all these 20 players are paid 15k pw. That itself accounts to 300k pw! That is worth nearly 3 world class player’s wage! And do remember that the number of academy players Arsenal have is huge, around 45 youngsters! In addition, there are about 12 youth team coaches to train them. The youth academy is one major investment.Ai??The wage is evenly spread out for the youth players. This is the reason why the wage policy doesnai??i??t allow huge money for players like RvP, Nasri etc. When a few youngsters donai??i??t make it (Denilson, Bendtner etc) the wage policy looks stupid. But this is again a gamble that the club is willing to take, so that we can break even till 2014 and also stay in the thereabouts of champions league. In a way, the sugar daddies helped Arsenal in their strategy. They paid crazy transfer fee for RvP, Nasri, Adebayor etc, and Arsenal made the most out of it.
The 70 Million Pound Question
The general complaint from the fans is that the club does not spend large sum of money on world class players even though A?70m is available in the bank. But a player doesnai??i??t cost the club only in terms of transfer fee, but also the wages have to be paid. The clubai??i??s revenues are not so greatly increased for it to afford both the transfer fee as well as the wages, as of now. My assumption is that this reserve in the bank right now will help Arsenal with the wages post 2014 until the club boosts its commercial revenues such that they can cover the huge wages. Till then expect this bank balance to remain the same if not increase. Fair enough I guess if this is the plan. By 2014 though, most of the sponsorship will be renewed and probably, the commercial success through club tours and various other initiatives will start to speak, making Arsenal a truly global brand.
Manchester United started focusing on global commercial business a decade back. They have a huge head start over Arsenal when the club was busy building its stadium. But once Arsenal break the chains of the stadium debts, the club would stand equal to the brand that is Manchester United. But till then they must qualify for UCL and build its commercial revenues. That is the reason why there was a major inflow of new personnel in the business sector of the club. Ivan Gazidis and Co was bought into the club in 2008 to push forward the efforts of Arsenal in building its commercial value. This explains the high wage paid to Ivan. The club sees the commercial success more important than on field success at this juncture. They donai??i??t want to lose their marketing managers like how RvP left. Hence the huge wage. And this is the final phase of the transition where the focus is on commercial revenue.
The Don/Dawn is coming
All this perspective makes one believe that this is a brilliant strategy for which the club should be extremely grateful to Arseneai??i??s magical ability to turn dust to gold. The foundations are laid. Even though it gives an unclear picture now, it would make sense when the project nears completion. At the end of the day, the club has achieved its policy (balancing the books in self-sustained way) for the transition period as well as keeping the club in the hunt for glory, so far. And there is no reason why this project will fail all of a sudden. We, the fans have waited for 8 long years, why canai??i??t we wait till 2014 when Arsenal will no longer be crippled in the transfer market because of a very fair club policy? As they say, Rome was not built in a day. So letai??i??s play the waiting game for a couple more seasons. One can be sure that Arsenal Football Club will buy world class players and also pay huge wages in the near future, paving the way for a permanent place among the elite clubs and being a permanent challenger not only for the League title but for the Champions League trophy. And all this will be done within our own means, Self-Sustainingly. 2014 will mark the start of a new era. An era of total dominance by Arsenal Football Club.
The Don is coming.
The Article is written by Guest AuthorAi??Ashwin Sivakumar. Follow him on twitter @_s_a_s_h
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