Arsenal chief Ivan Gazidis admits they need to find more revenue streams to provide transfer funds for squad building.
With Stan Kroenke required to submit his offer document to buy the remainder of the club's shares within the next five days, Gazidis admits that Arsenal's squad spending "needs to become as efficient as it can be".
The London Evening Standard says in a letter to the Arsenal Supporters Trust, Gazidis wrote: "I share your concerns that ordinary fans are being priced out of live football. This is bad for the continued health of the game and is driven primarily by escalating and ultimately unsustainable levels of spending on transfer fees and salaries.
"This is a fundamental issue that football needs to address and is why I have been a vocal supporter of UEFA's proposals to bring more restraint and responsibility to spending within football."
He added: "I agree that we need to reduce the club's reliance on ticket revenue as a source of income to compete at the highest level. At present, we are more reliant on ticket revenue than any of our major competitors.
"Therefore, we have made significant investment in initiatives to ensure that our squad spending becomes as efficient as it can be and to develop our commercial revenues.
"Our strategy in terms of commercial revenue has already begun to produce results and I believe can develop significantly over time. We are also working hard to maximise our income from our remaining property activity.
"The results of those investments will not be instantaneous but they are already beginning to make a difference. Coupled with initiatives to build our fanbase around the world, this will reduce our reliance on the matchday fan as our biggest source of income. We are working hard to get to that point but we are not there yet."
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