This book offers a highly original view on how Arsenal moved into the elite of world football's financial powerhouses. Football is big business, and it's full of brands that are getting bigger day by day. The real brands, the ones that people of all ages, sexes and backgrounds give their deepest loyalty to, are the clubs. One of the longest established but now fastest-rising of these brands is the Arsenal. Achieving footballing success in recent years, building a world-class team, on the brink of moving to a state-of-the-art stadium - Arsenal seems to be doing most things right. By exploring the development of Arsenal as a brand, this book provides an original insight into one of the world's leading clubs and why so many people are passionate about it. As lifetime supporters and watchers, as well as having expertise in branding, the authors argue that the strength of the Arsenal brand is built on historic foundations that have not been shifted by changed times.