By David Kent

PUBLISHED: 04:57 EST, 6 December 2012 | UPDATED: 04:57 EST, 6 December 2012

Arsenal supporters don't have much to cheer at present after suffering their worst start to a Barclays Premier League campaign in 18 years – and the claim from one of their club's highest-ranked officials that winning isn't everything is unlikely to have lightened the mood at the Emirates.

Tom Fox, Arsenal's chief commercial officer, will have infuriated the already discontented Emirates faithful with his ill-advised and ill-timed comments after back-to-back defeats for the troubled club.

Purple reign: Arsenal have won only two of their last ten matches

Purple reign: Arsenal have won only two of their last ten matches

The American, who joined Arsenal in 2009 said: 'Arsenal Football Club is not only about winning.

Winning isn't everything: Fox

Winning isn't everything: Fox

'We have a large and engaged fan-base around the world who wants to feel as if they belong to the club, and want to feel proud to belong to the club. That's my primary business.'

Arsenal have won just two of their last 10 matches and sit a lowly tenth in the Premier League.

Arsene Wenger's side were subjected to a vicious chorus of boos following their 2-0 defeat by Swansea at the Emirates on Saturday – and while Fox acknowledges that winning is important, he says the club do 'many things' to keep the supporters happy.

'Obviously nothing instils pride in our fan-base more than winning but there are many things we do that make our fans feel proud,' Fox continued.

'Developing the kinds of young talent, finding those players in the marketplace make our fans feel proud.

Head in hands: Arsenal supporters have endured a tough campaign so far

Head in hands: Arsenal supporters have endured a tough campaign so far

'Coming to a stadium that the club built really at a time – 10 years ago when the board decided to build that stadium, everything was going our way, it was Manchester United and Arsenal, but we made a very bold decision and we built that stadium on time and on budget, that makes our fans very proud.

'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.'


The comments below have not been moderated.

These Americans are bad news for English football. Kroenke and his cronies have dragged the club down and comments like this from Fox fool no-one. The majority of the fans know what's going on .Fans have been complaining on the terraces for a few years now. Arsenal as a team are in serious decline. How long before the club we love will be in the relegation dogfight? On the evidence of recent weeks, not very long.Then the confidence of sponsors will soon evaporate. Barracking the team does't help though because it drags confidence of players even lower than it is

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So Mr. Fox, what's next? Father Christmas ditches the sleigh and reindeer for a business-class ticket on Emirates Airlines? Wears the away purple on his rounds instead of the home red and white? And with apologies to Mr. Dickens; Kindly inform Ebenezer Kroenke to expect a visit from the ghost of championships past, but not to be worried. He will never lose any sleep over a visit from the ghosts of championships present or future

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Message to the board from a REAL supporer- BRING BACK DAVID DEIN NOW!!!!!!!!!!!!! Before you completely lose our support of you...

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I live in U.S. and if this clown made a comment like this about an NFL team, he would get "crucified" on every radio talk show and on every sports network in the country. It's very sad that people like him who know nothing about EPL get hired to run marketing for Arsenal. What a MUG!

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Try being a Villa fan

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Winning is everything! The players need to take some of the blame. Some are trying, but most look like they don't really care lately. And can anyone explain what Ramsey and Gervinho are doing running about at the Emirates? Shame with Ramsey as he had that bad injury and has never recovered in my opinion. He was never the quickest, but now he's so slow and clumsy I actually feel sorry for him at times out there. He's way out of his depth. Having faith in players is one thing, but being deluded is another. The players need to start earning their salaries and stop hiding behind the manager's excuses. Needs sorting out big time in January. Arsenal need the likes of Wanyama/Fellaini/Diame/Michu but Arsenal will probably get Henry on loan and sell Sagna and Walcott so Gazidis can get another fat bonus.

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I'm a true arsenal fan, have been for years. But I actually stopped watching them live last year. It's just a waste of time, the first 20 minutes they play really well, then it just suddenly dyes off. It's so embarrassing to watch. The owners now are just covering their tracks. They just don't want to spend, rather keep the profits all for themselves. Disgusting!!

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@ David , Montreal, 06/12/2012 13:37, rightly put, if we fans received some of the $$$$$$$$$, i wouldnt mind his stupid comment because we will all be lining our pockets with thier policies!

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Can't believe this the arsenal I have supported eversince..smh

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very, very bad move fox

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