CHAPTER 397: FIRST DEFEAT

Richard discussed various aspects of the website development with the four of them. Of course, he was also sharing ideas inspired by some successful football media templates he had seen or knew of through his extensive knowledge.

Initially, their goal was to consolidate traditional media resources to create an online football media platform. However, Richard’s innovative thinking began to shape the idea into a full-fledged football portal, rather than just a one-way information outlet.

Karren, in particular, shared insights from the website she had launched at Olympique Marseille. It had been low-cost, small-scale, and relatively unknown. She had been swamped with work, overseeing content creation while personally handing out flyers at various subway stations. She couldn’t afford advertisements, and her idea of creating a digital platform had been opposed by several members of Olympique Marseille’s board.

France, at the time, did not have a prominent national tabloid press akin to the UK’s The Sun or The Mirror, but it did boast several magazines that combined celebrity gossip, sensational stories, and investigative journalism.

Publications like France Dimanche, Ici Paris, and Télé 7 Jours catered to audiences increasingly interested in the personal lives of celebrities and public figures.

Media consumption was trending toward this type of content, offering readers a window into the glamorous and often scandalous world of the famous. Over time, France had developed a robust tradition of celebrity-focused magazines that blended entertainment with elements of tabloid journalism.

"My suggestion," Karren continued, "is to distribute the flyers by building rapport with the staff who hand out those newspapers—sometimes even tipping them to include our promo inserts. It’s low-cost, but effective, and it reaches the people who are already consuming media daily."

The difference between France and England was striking.

In France, celebrity-focused magazines and tabloid-style publications existed, but in England, tabloid culture was deeply ingrained in everyday life. Commuters on the Tube or train frequently grabbed a free or inexpensive tabloid on their way to work, digesting sensational stories and sports—definitely not a new phenomenon—and such publications were constantly in circulation.

"This is exactly why we can leverage England’s tabloid culture for City," Karren explained. "Fans already crave stories, gossip, and updates about their clubs. If we place our flyers strategically and back it up with engaging online content, we can generate buzz quickly. People will talk, share, and click through to the website, giving us exposure we couldn’t afford through traditional advertising."

Miss Heysen nodded frequently, even taking out her notebook to jot down Karren’s ideas.

Towards the end of their conversation, as the day was drawing to a close, they summarized a few key points they had discussed.

First, Karren suggested that the club manager periodically write exclusive match reviews for marketing purposes.

Richard couldn’t refuse—after all, the manager’s role already required watching numerous matches each week. Though he didn’t fully understand how this would be used, he still nodded in approval.

The second idea left Richard momentarily speechless: establishing Manchester City TV.

"Isn’t that... too soon?" he asked, raising an eyebrow.

"Not at all," Karren replied confidently. "To be honest, I know it will be a little expensive, but we can manage it. By creating our own TV channel, we reduce reliance on newspapers, tabloids, or third-party broadcasters—which may sensationalize, misinterpret, or omit key stories. More importantly, the club positions itself as forward-thinking and innovative, potentially attracting better sponsorships, partnerships, and even international attention before competitors catch up. You understand what I mean, right?"

Richard blinked, genuinely surprised by her clarity and boldness. He had expected a discussion about simple marketing campaigns, flyers, or maybe even the official website—but a TV channel?

That was ambitious.

"I get it," Richard said, his tone measured. "But you’ve just started and haven’t done anything concrete yet, so I can’t fully evaluate your capabilities. Let’s take this step by step. I’ll wait until the performance report comes in before making any decisions."

He exhaled slowly, letting the weight of the conversation settle.

Though he was undeniably excited by the idea, he knew he needed to stay calm and approach this carefully. Ambition was promising, but measured steps and careful planning were essential.

"Also..." Karren nodded after hearing Richard’s decision on that. "I need your approval," she said.

"Approval for what?" Richard asked, raising an eyebrow.

"Beginning next season, the club will conduct interviews with staff during training breaks for promotional purposes—players, coaches, administrative personnel, even security staff. Everyone will be included to comprehensively showcase the club’s culture."

"Sure, you can do it," Richard replied.

"You also included..."

"...?" Richard trailed off, confused.

Karren smiled knowingly.

"What?" he asked, puzzled.

"Yeah, I mean you also need to be interviewed. In fact, the opening interview will be with you. It’s the best promotional push I can think of to showcase our marketing efforts at their strongest."

Who didn’t know Richard Maddox?

The youngest billionaire on the scene, president of Maddox Group, and the driving force behind Maddox Capital. He had made some of the most high-profile investments in recent years: the Rover Group, the St. Pancras Renaissance Hotel in London, the Britannia InterContinental, and the recently acquired Bloomsbury House, who own the publishing rights to the rapidly rising Harry Potter series, a move that only cemented his reputation as a visionary investor with an uncanny ability to spot the next big thing.

After finishing the discussion with the four pillars of Manchester City, the big day had finally arrived: the FA Cup semi-final against Arsenal.

Richard arrived late, caught up in last-minute match, but as he stepped into Maine Road, the scoreboard immediately stopped him in his tracks.

Manchester City 0 – 2 Arsenal

Anelka 2’

Bergkamp 56’

"What the... what happened?" he muttered under his breath, his eyes widening in disbelief.

It was already the 80th minute, and Richard rubbed his eyes, convinced he must have misread it. But no—he hadn’t. Manchester City was trailing 0-2.

The roar of the Arsenal fans echoed around the stadium, punctuating every pulse of frustration from the City supporters.

"Damn it!"

Even the commentator could see it: "And it’s another stunning display from Arsenal! Manchester City have been caught off guard tonight, trailing 0-2 at Highbury. Anelka struck early, just two minutes in, and now Bergkamp has doubled the lead in the 56th minute. City look shell-shocked—there’s urgency in their play, but it’s difficult to break down this disciplined Arsenal side. Did their unbeaten streak give them the impression that victories would come easily?"

PHWEEEE~!

Finally, the final whistle blew, and Wenger’s Arsenal had sealed the victory—Manchester City’s valiant efforts fell short.

The City players stood in disbelief, hands on their heads, faces flushed with frustration. Some sank to the ground, while others exchanged shocked glances, struggling to process the 0-2 defeat.

"Unbelievable... we were so close," Shevchenko muttered, his voice heavy with disappointment as he stared at the gray sky.

"You’ve got to be kidding me..."

Meanwhile, Arsenal erupted in celebration. Players hugged, jumped, and shouted, while Wenger exhaled in relief, clapping his hands and allowing himself to savor the culmination of months of planning, training, and perseverance.

O’Neill shook Wenger’s hand, his face dark and tight with frustration, before storming toward the tunnel.

At the post-match press conference, journalists pressed O’Neill with questions about City’s unexpected defeat.

"Was complacency a factor tonight?" one reporter asked.

O’Neill took a deep breath, maintaining his composure.

"Complacency is never part of our philosophy," he replied, his voice steady but edged with frustration. "But yes... perhaps we misjudged the situation. Arsenal are a formidable side, and tonight they proved why."

He paused, collecting his thoughts, before continuing. "They’re disciplined, ruthless, and clever. We underestimated their ability to control the game, and that cost us dearly. It’s a lesson for all of us."

A journalist asked how the team would respond moving forward. O’Neill’s gaze hardened, reflecting determination. "We regroup. We adapt. And next time, we won’t make the same mistake. Tonight is painful, but it’s also a wake-up call. We learn, we improve, and we come back stronger."

The room fell silent for a moment as his words sank in, a clear message of accountability and resolve.