The chief executive, who saw the club lose £121m in the last financial year, said with conviction and confidence that they have 'currently only reached 40 per cent of their commercial potential' and are already on the way to 'opening up new and deeper income streams'.
Cook cited selling the naming rights to the City of Manchester Stadium as one example of raising more money.
Under watch: City are monitoring Fernando Torres
Although this would be a complicated process, given that City part-own the stadium with the council, it remains under long-term consideration, while the club will rely on qualification for the Champions League this season to significantly increase TV revenue, match-day income and an already burgeoning sponsorship portfolio.<a class="postlink" href="http://www.dailymail.co.uk/sport/football/article-1323721/Manchester-City-want-Edin-Dzeko-Wolfsburgs-40m-man-lined-Eastlands.html" onclick="window.open(this.href);return false;">http://www.dailymail.co.uk/sport/footba ... lands.html</a>
