Heartbreak became a familiar feeling for Arsenal in the late 00s and early 2010s. Yes, the trophy drought was bad, but what hurt most for many was being walked out on by those you deeply cared for. Each season a new affair would begin only for them to eventually trade up for a more attractive model.
Thierry Henry, Cesc Fabregas, Samir Nasri, Emmanuel Adebayor, Kolo Toure, Gael Clichy, Alex Hleb, Bacary Sagna, Alex Song, Robin van Persie, Alexis Sanchez and Aaron Ramsey were just a few of the beloved figures to move on to pastures new. Each departure grew more traumatic than the last.
Eventually talented players leaving the Emirates Stadium became a self-fulfilling prophecy. Even today, with the Gunners financially healthy and back in the Champions League those fears still linger. This is the power of reputation.
Mikel Arteta is often harshly compared on social media to David Brent for his unorthodox motivational methods, but one thing the pair undoubtedly share is an understanding of the importance of perception. How you come across is key because - to quote the great Matt Turner - "it's a dawg fight out there."
Arteta has predicted that next season will be the most competitive Premier League ever and with the supply of quality footballers not matching the demands of ambitious football clubs, that will only become more fierce.
It's here that your reputation can be an advantage. Language can have many meanings when applied in different contexts. Take the word "sales" when it comes to Liverpool. It's likely that the image that comes into your brain is one of nous and knowhow. This is based on the Reds' ability to extract miraculous value for unwanted players such as £30million for Christian Benteke, £20million for Dominic Solanke and £15million for Jordon Ibe. This perception of Liverpool as strong sellers means that clubs now go into negotiations to buy their players expecting a tough time and probably end up paying more as a result.
Now apply the same word - "sales" - to Arsenal, and something very different comes to mind. The Gunners are thought of as a soft touch and numerous contract terminations certainly haven't helped. On paper Nicolas Pepe is a very saleable asset this summer, but if you were a club interested in buying him, why would you be the mugs who a pay a fee when you know you will probably get him for free in a few months time? This again shows how key reputations are.
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When it comes to shifting perceptions actions often speak louder than words. Take Arsenal's disciplinary record. In 2021/22 - in the eyes of the PGMOL at least - the Gunners were one of the dirtiest teams in the Premier League with four red cards. Arteta decided it was best not to talk about it, and now Arsenal have a more positive reputation that saw them go through the whole of last season without any dismissals. The perception has shifted.
Slowly but surely that is starting to happen when it comes to player retention. William Saliba's imminent contract extension is another feather in the cap of Edu and Richard Garlick who have already secured fresh deals for Gabriel, Gabriel Martinelli, Aaron Ramsdale and Bukayo Saka, with Reiss Nelson, Martin Odegaard and Ben White likely to follow.
While this is great for helping Arsenal fans deal with their attachment issues from the past, it more importantly shifts the club's reputation in the footballing world. Where once, the Gunners were viewed as a selling club, they are now a team who can hold on to their top talent. Teams who previously thought they could poach their best players, now know the Emirates is a place where the best talents in world football are here to stay.
Do you think Arsenal's reputation as a selling club is over? Let us know in the comments below
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