Arsenal chief commercial officer, Tom Fox has risked supporters' rage by insisting that winning is not everything for the club.
Fox said the commitment by Emirates to renew their shirt sponsorship deal through to 2019 proves that the brand is robust despite the club being without silverware for more than seven years.
While Arsenal may be through to the knockout stages of the Champions League, they are having a nightmare in the Premier League.
"Arsenal Football Club is not only about winning," the Sun quoted Fox, as saying.
"We 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. That's my primary business," he added.
Fox claimed that the supporters take pride in the club finding and developing young talent as well as the building of the Emirates Stadium.
Fox added: "Obviously nothing instills pride in our fan-base more than winning, but there's many things we do that make our fans feel proud. Developing young talent and finding those players in the marketplace make our fans feel proud."
"And 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," he added.
"When they see that we can attract - even though we haven't won a trophy in seven years - one of the top global brands in the world for the type of money and financial commitment they're making, that makes our fans feel proud. So our brand is defined by more than winning," he said. (ANI)