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from a source close to Arsene....

Customer Rating:

This is a good, informative read from authors who know Arsenal well from different perspectives - Kevin Whitcher from the fan's viewpoint, Alex Fynn from that of a football marketing expert. The great value is that Alex knows Arsene Wenger - indeed lives nearby so he can pop in to chat. This means that the book is an inside story like no other written about Arsenal. Indeed I can only envy the access Alex got, officially denied to me and my co-author Matt Simmons when we were writing our book Great Brand Stories: Winning TogetherGreat Brand Stories Arsenal: Winning together -The story of the Arsenal brand But that is in itself an example of the truth of Alex's observations on the lack of real marketing expertise at even the most 'sophisticated' of football clubs. This book should be required reading in the commercial and marketing departments of all Premier League clubs but more importantly is a great read for Arsenal fans.

A compelling read for Arsenal and non-Arsenal fans alike

Customer Rating:

Arsènal is certainly a must-read for all Gooners - and all football fans that have an interest in the direction the modern game is going, off the field. The book flows through almost seamlessly: following the teams' successes and disappointments on the pitch, investigating what happens off it, and taking a real nose around behind the scenes in the boardroom. It was interesting, insightful and so easy to read - I completed it in days, mainly because I couldn't resist reading `just one more chapter'. What helps is it is not just mere speculation about events, but the authors were allowed to speak directly to the people that mattered - Dein, Hill-Wood and Arsene Wenger. Despite this, Arsènal is no PR exercise. Fynn and Whitcher are quite unequivocal when it comes to levelling criticisism. The authors endeavour to uncover the redevelopment process from conception to completion and the role of money and investment at the club. Fynn is not backwards in coming forwards when it comes to criticising the business acumen of the Arsenal board, highlighting errors of judgement and `hind sighting' what should have been. It makes for some real thinking for Arsenal fans, and gives a heads-up to any clubs making similar commercial plans. Away from the off-field saga's, Arsènal offers some particularly fascinating chapters about Wenger's training methods and the workings of the Arsenal scouting and youth systems. In a climate of foreign investments, Fynn and Whitcher uncover the current state of the Arsenal shares, addressing what happened to David Dein and Edelman, and where Kroenke and Usmanov stand in terms of investing into the club - an issue that concerns many traditionalist Gunners, seemingly including the Arsenal board. So non-Gooners, don't be put off by the title. This book should make an intriguing and enlightening read for those without a red and white allegiance - but it is a gripping must for those with one.

judge the book by the cover

Customer Rating:

From the moment you see the cover you know this will be an arresting and stimulating read ,and just for once you CAN judge the book by the cover. The amount of detailed information, presented in a very readable style, makes it a book you can't easily put down because at each chapter end, you want to know what happens next.The story of Arsenal football club is a bit of a thriller in itself,and this book at times reads like one ,especially the intrigue of the 'business end 'of the story. In these strange times when we might expect a troupe of camels parading around football pitches at half-time,(where we once had marching bands) it is encouraging to think that the guardians of the Arsenal heritage are meeting the needs of the 21st.century whilst protecting the future of the club for the fans,as best they can. As the authors suggest, despite the obvious financial pressures,what a pity these guardians weren't able to extract a more rewarding price for the sale of the crown jewel name in English football. Whether you're a fan or just plain interested in the making of a very modern football club, this book delivers all the promise of a stunning cover and will hold your attention till the end,which by the way takes an intriguing and cheeky look into the future.

A positive future, but how positive?

Customer Rating:

To make things clear, this is a must read for all Gooners. It delves deep into a lot of the to-ing and fro-ing which went on during the time of the move to the Emirates Stadium and reveals the worries that the board felt at the time regarding the financing of the new 60,000 home. It's welcoming to see that whilst the authors recognise manager Arsène Wenger's importance and vital role at the Club since 1996, they don't go to easy on the manager when assessing his policies regarding transfers and the Club's finances. It is clear that big questions remain which could be answered sooner rather than later, seeing that Arsenal have failed to win a trophy since 2005. What's funny is that whilst the Roman Abramovic's Chelsea do crop up on a number of occasions in the book, (including a very amusing retort to one of their bids for Thierry Henry) you get the sense that in another 12 months the footballing landscape will look somewhat different, having taken into account Manchester City's takeover by Abu Dhabi United Group, which threatens to overshadow the Stamford Bridge outfit. (And every other football team around, I might add.) This omission, whilst important, is of no fault to the authors since the takeover was in many ways unforeseen and took place barely a week before this book was published I believe. A revised edition of Arsenal: The Making of A Modern Superclub could well be necessary, but for now this will suffice, it's a top read.

From riches to more riches

Customer Rating:

Firstly, a confession. As a supporter of West Ham United the prospect of ploughing through 250 pages dedicated to North London's main club did not particularly excite me. However, there is much to be admired here for any follower of the beautiful game, whatever ones allegiance. Yes, even Spurs fans should give it a try. Tracing a line through roughly the last 25 years the book begins with David Dein's ascendance to the Highbury boardroom where, before long, he has established himself as a major presence. Dein is a pivotal figure, second only to Arsene Wenger in the story of how Arsenal rose from being a strong but ailing domestic force into one of the richest and most successful clubs in Europe. Crucially Alex Fynn, 'football guru' and 'spiritual godfather of the Premier League' (yes, he is to blame) has access to all the major players in this story. Not only Dein and Arsenal Chairman Peter Hill-Wood but the main man himself, Arsene Wenger. Together with the editor of The Gooner fanzine, Kevin Whitcher, he has crafted an informative and absorbing tale of the politics, finances and playing side of the club. Chapters on the development of the new ground and the ensuing controversy over the selling-off of the naming rights, with scant regard to the history or tradition of the club make for particularly compelling reading. Intriguingly, despite the revenue afforded by the new stadium, reportedly £3 million per game, it would appear that success is measured by Champions League qualification. Never mind four consecutive trophy-less seasons. Wenger's apparent reluctance to spend large sums of money on new players (granted he has an astounding record of selling on players he has 'created') whilst also losing key players in search of higher wages, suggests that his job is only going to get harder. This story, it would seem, has further to run. Not all in the Ashburton Grove garden is rosy. Highly recommended.