Amanda Staveley has set her sights on putting Newcastle United on the global stage by telling an 'exciting story' and producing 'great football'.
After years of missed opportunities in the Ashley era, the club's owners have been working on boosting Newcastle's profile around the world. To do that, the hierarchy will need to sell the same dream that appealed to players like Kieran Trippier, Bruno Guimaraes and Sven Botman, who were attracted by the 'project' and journey Newcastle are embarking on.
The potential of the club that was untapped for so many years under the previous regime is there for all to see. In fact, ChronicleLive previously revealed that former Manchester United and Chelsea CEO Peter Kenyon told associates that the Magpies 'could be a global brand' as the 'last of the sleeping giants' when he tried to buy the club
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It will fall to newly-appointed CEO Darren Eales, among others, to put Newcastle on the map and the 49-year-old has vowed to 'help this storied club fulfil its potential'. The club's owners have pointed to Eales' 'deep understanding of the football industry and what it takes to achieve growth' as the hierarchy look to 'deliver on the club's potential on and off the pitch'.
Staveley actually touched on this goal in a recent CSM panel discussion with Arsenal defender Anna Patten and Women In Sport CEO Stephanie Hilborne.
"We want to grow Newcastle into a global business," she said. "That's going to take an awful lot of patience. Taking the club over, it was the most extraordinary season. I don't know if there are any Newcastle fans here but we were 20th.
"We were backed to be relegated so our priority wasn't thinking, 'Global stage!' It was just, 'Not be relegated'. Everything became very much closed in and it is only suddenly now we're looking we're safe, we're 11th.
"We now really need to get the infrastructure right. The priority is getting Newcastle United right from every point: infrastructure, academy, the women's team. We've announced that we're doing something with the FA to make sure that we get a proper pathway and that's what we want to do.
"We want to see Newcastle make sure it can become a global brand but, to become a global brand, we've got to tell our story and attract new fans. How do we do that? It's not easy so we've got to make sure that we tell an exciting story and we produce great football, and that's what we're going to do."
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