Customer Reviews
from a source close to Arsene.... - By: Jn SIMMONS, 31 Oct 2008 
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 popin 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 & 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 isin 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 readingin the commercial & 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 - By: B. Hinman, 30 Oct 2008 
Arsènal is certainly a must-read for all Gooners - & all football fans that have an interestin the direction the modern game is going, off the field.
The book flows through almost seamlessly: following the teams' successes & disappointments on the pitch, investigating what happens off it, & taking a real nose around behind the scenesin the boardroom. It was interesting, insightful & so easy to read - I completed itin 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 & Arsene Wenger. Despite this, Arsènal is no PR exercise. Fynn & Whitcher are quite unequivocal when it comes to levelling criticisism.
The authors endeavour to uncover the redevelopment process from conception to completion & the role of money & investment at the club. Fynn is not backwardsin coming forwards when it comes to criticising the business acumen of the Arsenal board, highlighting errors of judgement & `hind sighting' what should have been. It makes for some real thinking for Arsenal fans, & 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 & the workings of the Arsenal scouting & youth systems.
In a climate of foreign investments, Fynn & Whitcher uncover the current state of the Arsenal shares, addressing what happened to David Dein & Edelman, & where Kroenke & Usmanov standin 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 & enlightening read for those without a red & white allegiance - but it is a gripping must for those with one.
judge the book by the cover - By: Richard M. Portugal, 22 Sep 2008 From the moment you see the cover you know this will be an arresting & stimulating read ,and just for once you CAN judge the book by the cover.
The amount of detailed information, presentedin 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 thrillerin 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 namein English football.
Whether you're a fan or just plain interestedin the making of a very modern football club, this book delivers all the promise of a stunning cover & will hold your attention till the end,which by the way takes an intriguing & cheeky look into the future.
A positive future, but how positive? - By: E. Mitchell, 09 Sep 2008 To make things clear, this is a must read for all Gooners. It delves deep into a lot of the to-ing & fro-ing which went on during the time of the move to the Emirates Stadium & 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 & vital role at the Club since 1996, they don't go to easy on the manager when assessing his policies regarding transfers & 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 occasionsin the book, (including a very amusing retort to one of their bids for Thierry Henry) you get the sense thatin 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 wasin many ways unforeseen & 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 - By: Gillian Corne, 01 Sep 2008 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 Wengerin the story of how Arsenal rose from being a strong but ailing domestic force into one of the richest & most successful clubsin Europe.
Crucially Alex Fynn, 'football guru' & 'spiritual godfather of the Premier League' (yes, he is to blame) has access to all the major playersin this story. Not only Dein & 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 & absorbing tale of the politics, finances & playing side of the club.
Chapters on the development of the new ground & 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 playersin search of higher wages, suggests that his job is only going to get harder. This story, it would seem, has further to run. Not allin the Ashburton Grove garden is rosy. Highly recommended.
