Arsenal powerbroker Tom Fox insists winning silverware isn't the be-all-and-end-all for the club.
Fox, the Gunnersâ€™ chief commercial officer, says the commitment by Emirates to renew their shirt sponsorship deal through to 2019 proves that â€śthe brandâ€ť is robust despite the club being without silverware for more than seven years.
He is quoted by the United Arab Emirates-based Sport 360 website: â€śArsenal Football Club is not only about winning.
â€śWe have a large and engaged fan-base around the world who want to feel as if they belong to the club, and want to feel proud to belong to the club. Thatâ€™s my primary business.
â€śObviously nothing instills pride in our fan-base more than winning, but thereâ€™s many things we do that make our fans feel proud.
â€śDeveloping young talent and finding those players in the marketplace make our fans feel proud.
â€śWhether itâ€™s Serge Gnabry, who is a 17-year-old player in our reserve squad, whether itâ€™s Alex Oxlade-Chamberlain, whether itâ€™s Theo Walcott, we look at these young players and have faith in our manager to develop them as the players for the future.
â€śAnd the fans come to a stadium that the club built really at a time 10 years ago when the board decided to build that stadium.
â€śBut we made a very bold decision and we built that stadium on time and on budget â€” that makes our fans very proud.
â€śWhen they see that we can attract â€” even though we havenâ€™t won a trophy in seven years â€” one of the top global brands in the world for the type of money and financial commitment theyâ€™re making, that makes our fans feel proud.
â€śSo our brand is defined by more than winning."