It is interesting that so many on here repeatedly voice a concern at the fees we pay, despite the fact that we were recently valued as the most valuable club in the premier league. Player investment is exactly that, it builds the wider business value, enhances our brand profile and gives us an opportunity to compete in the world's most valuable league and the premier club competition in world football.
I do not hear Chelsea fans complaining about the Morata fee (70m) or United fans complaining about the Lukaku fee. We have bought real quality in this window and now sit at the top table. It's something to celebrate that we are here. For so long, we didn't have a sniff, apart from the salt and vinegar wafting down Claremont Road.