It's not up to the owners it is up to the club, Fisher and Venus, they run the club not SISU. As you say been going on for many years, before SISU too.
Ms Seppala said she was not personally involved with Sisu Capital’s purchase of the football club in 2007. She said: “People did the due diligence and for all intents and purposes we took calculated risks.
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What I can say definitively is that since I’ve become involved in the last two years I have not regretted any of the decisions that we’ve made.
“I believe this is the right position for us to be in, given all the circumstances we were dealt.
“Would I have preferred to stay at the Ricoh? Of course. Would I have preferred to reach a deal with the council? Of course. That’s why we agreed to the heads of terms (for the Higgs share last year). But for whatever reason they patently refused to authorise that purchase.
“We have made decisions which we believe are emphatically the right decisions and we’re in the right place. We’re taking the club in the right direction bar the emotional angst its given to fans. Emotions are not lost on us. I feel very bad. Football is like a religion.
“The long term viability of the club depends on us doing this. If the status quo continued, Coventry City would not be here in a year or two.”
Ms Seppala said there was “no time constraint” on Sisu/Otium remaining at Coventry City, adding: “Nothing would please me more than to see us promoted this year or next and to build a football model that sustains a culture and a vision for the long term.
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There is a meshing of values and vision between the business side and the football side.
“The most successful strategy is to create an enduring legacy of success.
When I met Steven Pressley for the first time and we talked about his vision, the fact is that his vision permeates and is endemic to the culture of the organisation.
“It’s a culture that could survive the manager. It’s the Swansea City model of endurance - a very long-term approach. That culture isn’t created overnight.
“Previously, Steven Pressley has had to take a club from the grassroots. The youth academy model we are building is really important.
“Coventry City fans think it is a big club. It is a big club, but when you’re not the Real Madrids or Manchester Uniteds of this world, there is no propensity to over-pay for mediocre players. We have to de-risk with a strong academy model.
“It’s setting up the business for the long term. The club hasn’t had that luxury for 12 years. It hasn’t been able to think beyond month by month. The football club has been battling the rent and revenue demons for 12 years.
“For the first time in 12 years there is enormous potential for real value creation. We have a clean slate. It’s a unique opportunity. It’s not been without a lot of pain, but I am very excited. There is nothing more satisfying than seeing something grow and succeed.”