CHAPTER 396: A NEW DEPARTMENT?

Manchester City’s players rushed to celebrate, while the Wimbledon squad stood dejected, heads bowed and hands resting on their hips in disappointment.

Richard, in the VIP’s box, sighed in relief. Almost without realizing it, he found himself clapping for City — though half of his applause was meant for Wimbledon.

Richard knew the reality: this was the team with the smallest budget in the Premier League, a club without even a permanent stadium of their own (renting Selhurst Park instead).

And yet, this rough-and-tumble side carried a unique spirit. Even if they weren’t particularly strong, a club with such character deserved respect. This was a team not admired for beauty, but feared for toughness and effectiveness.

Many famous clubs inspire vivid ideas of their spirit and ethos, but while few Wimbledon players ever gained widespread recognition, the mere mention of the club’s name evoked a clear image of what they represented. Even if most did not admire them, their resilience, given their circumstances, was truly commendable

The final score remained 2–0, and Manchester City pressed on, competing fiercely on four fronts — the Champions League, the Premier League, the FA Cup, and the League Cup.

They were now entering the decisive sprint toward a historic quadruple.

But the question lingered in every fan’s mind: could they truly make history?

Done with the Premier League, Manchester City’s immediate focus shifted to the FA Cup.

Their semi-final opponent had already been revealed: Arsenal, who had surprisingly put together a ten-match unbeaten streak at home since December. During that run, they even defeated Gianluca Vialli’s Chelsea at Stamford Bridge and Liverpool at Highbury.

Earlier in the season, Manchester City had beaten Arsenal in the first half of the campaign. Now, however, the Gunners were determined to avenge that loss when the two teams met again in the FA Cup semi-finals.

Richard, who oversaw the performance department, immediately called for an urgent meeting with Andreas Schlumberger and Dave Fevre to discuss the possibility of Cannavaro playing against Arsenal.

Schlumberger spoke first after examining the scans."It’s not a tear, but a thigh muscle strain. Grade 1, maybe Grade 2 at worst. That’s the good news—it’s not catastrophic."

Fevre nodded in agreement."The bad news is recovery. He’ll need at least one to two weeks before he can return to full training, assuming no setbacks. Push him too early, and we risk aggravating it into something more serious."

Richard pinched the bridge of his nose. With a congested fixture calendar—Premier League, FA Cup, Champions League, and League Cup—every player was absolutely vital, especially Cannavaro.

"So realistically, he’ll miss the semi-final?"

Arsenal’s transformation under Arsène Wenger was becoming the talk of England. Wenger had arrived from Nagoya Grampus Eight in 1996, and many were skeptical of a Frenchman managing in the Premier League.

By early 1997/98, doubts still lingered, but since December—especially after their thrashing of Manchester United at Old Trafford—those doubts had largely disappeared. Richard himself could see how Wenger had reshaped Arsenal into a modern, dynamic, and tactical powerhouse.

It seemed that Wenger had finally solved the riddle of Arsenal’s rebuilding. Through his contacts, Richard had learned about the innovations the Frenchman had introduced: modern training methods, strict dietary regimes, and a new level of tactical discipline.

Wenger’s philosophy emphasized fluid passing, quick movement, and a seamless blend of traditional English grit with continental flair.

He balanced a rock-solid backline of veterans—Adams, Dixon, Winterburn, Keown, and Bould—with the creativity and pace of attacking imports like Bergkamp, Overmars, Petit, Vieira, and Anelka.

In fact, Arsenal’s newest imports were now shining brightly in the second half of the season. Vieira, partnered with Emmanuel Petit, had forged a formidable midfield axis, while club legend Ian Wright was beginning to see his role diminish as the rising star Anelka increasingly led the line.

"Most likely," Fevre continued. "Even if we accelerate the rehab, he won’t be at match sharpness. We can’t gamble with a defender of his importance. Remember, he’s not twenty-five anymore. If he tears this muscle further, then it’s not two weeks—it’s two months. And then his season is finished."

Schlumberger glanced at Richard and added,

"We’ll begin a progressive recovery program—light mobility first, then strengthening, then controlled running. If everything goes well, maybe he’s available for the Champions League quarter-finals. That’s the realistic timeline."

The meeting ended with a clear decision: no risks, no shortcuts. Cannavaro would sit out, and City would have to march into battle without their defensive general.

KNOCK, KNOCK, KNOCK!

Just as Richard was about to start his work after the meeting with Manchester City’s high-performance team, a firm knock came at the door to his office.

To his surprise, it wasn’t just one visitor—it was a small group.

The new arrival, Karren Brady from Olympique Marseille, stepped in alongside CEO Miss Heysen, Director of Football Marina Granovskaia, and Sadie Carpenter, the head of press and communications.

Richard blinked, startled by their sudden appearance in such numbers.

"What’s wrong?" he asked, unable to hide his confusion at the unusual gathering.

To his surprise, Miss Heysen also gave him a puzzled look. "Didn’t we agree to have a meeting today to discuss the new marketing department?" she asked.

"Wait—what?" Richard leaned back in his chair, brow furrowed. "Since when did we even have a marketing department?"

"Uh, about a week ago," Miss Heysen replied. "Sadie came to you after your return from Barcelona, remember? She asked for your approval. You said it was better to establish our official website and begin promoting the club’s brand online. But you also mentioned that finding professionals for this role would be challenging—since most of the best people are being snatched up by tech companies."

Richard froze for a moment, the memory finally resurfacing. He vaguely recalled the conversation, brushing it off at the time while still caught up in the euphoria of City’s win over Barcelona.

With three pairs of expectant eyes staring at him, Richard rubbed his temple and let out a quiet sigh.

"All right... I remember now. I might have been a little distracted that day. But let’s be clear—are we really saying it’s time to formally establish a marketing department?"

"Yes," Sadie Carpenter replied firmly, "and I have every reason to believe so. As you know, the club only has a press and communications team right now. But with where City is heading—the growing profile, the European push—it’s not enough anymore."

She paused, then continued with conviction. "If we want Manchester City to be more than just a football club—if we want it to be a business powerhouse—this is the moment to act. Establishing a marketing department isn’t just an option. It’s a necessity."

Marina Granovskaia, who had been quiet until then, finally added in her calm but firm manner:"She’s right. Every major club competing at the top has a dedicated marketing department. Arsenal, United, even clubs abroad—Barcelona, Juventus—they’re building global brands. Communication alone won’t cut it. We need people focusing on sponsorships, merchandise, fan engagement, and international markets. Otherwise, we’ll always be playing catch-up."

Richard leaned back in his chair, steepling his fingers. He had been so consumed with performance and results on the pitch that he hadn’t fully confronted what was becoming clear: success on the field demanded an equal push off it.

Sensing that the bait had been taken, Karren Brady—who was already itching to lead this new department from scratch—finally stepped forward.

"The most important thing is coordination," she said. "We need to shape strategy, oversee campaigns, and manage partnerships. This role is crucial—we can’t rely on press officers doubling as marketers anymore."

She drew from her past, her eyes sharp. "From my experience managing Olympique Marseille—no, I mean from watching all the big clubs—the truth is clear: sponsors are the lifeblood of modern football. If we want City to compete, we need someone professional negotiating with corporations—not just relying on you or the CEO every time, isn’t that right? And if we professionalize this, we could have official club shops, catalogues... and maybe even online orders in the future."

At the mention of "online," Richard’s interest suddenly piqued.

Wasn’t this perfectly in line with the very thought he had voiced earlier—when he said they should establish an official website and begin promoting the club’s brand online?

"All right, go on," Richard said as he raised an eyebrow, waiting to see where this was heading.

Karren Brady had already met with Sadie Carpenter, and perhaps because their ages weren’t too far apart, the two had quickly formed a rapport, sharing ideas openly.

Together with the business-savvy Marina Granovskaia and Miss Heysen, their brainstorming session produced something tangible: a proposal to create an official club website using the MCFC BlueMoon template—a platform owned by one of Richard’s friends.