Joy Seppala owns SISU , and she's from Finland , with Finland being neighbours with Sweden (and good buisness partners ) , is it likely - if true - that these are going to be more of SISU's "buddies" ?
The irony of the company being called SISU, is that the word translates as determination, perseverance, and acting rationally in the face of adversity (e.g, balls of steel).
Coventry City at this moment in time, almost certainly lack this quality. imp: