Manchester City’s chief executive has stressed that the football club is investing in a “wide portfolio of assets” and not just football.
Speaking to TheBusinessDesk.com Gary Cook was keen to change opinion that the £500million transformation of the Premiership club is simply football focused.
He said: "There is a perception I think, driven by the some parts of the media, that we are only investing in the first team squad. The reality though is that we've invested in our academy, in new corporate headquarters, in medical facilities and of course the fan experience too with City Square, and of course in social and community responsibility.
"This is clearly more than just investing in players on the pitch."
A recent annual report has indeed revealed that the club created 100 non football playing jobs in the last year alone.
Although Mr Cook did not confirm exact details on the clubs plans going forward, he did say: "There is a lot of work going on with our partners on the Joint Development Board, both in the short term and the long term. We're working to improve the fan experience and build the football club for the future."