I doubt he wants to be shouldering millions worth of losses per season either. Fundamentally his initial priority will be ensuring that the club can more or less operate self-sufficiently through maximising commercial, sponsorship and ticketing revenue as well as by facilitating player sales.
He's even alluded to this in a previous comment.
"All I’m asking for everyone, season ticket holders, Premier package, our corporate partners and sponsors is a little bit extra into our club to allow our revenues to move in line with some of our competitors, which will make a huge difference because it makes our operating losses not keep me up at night."
I think I made it clear that we need to get revenues up. That's going to help us invest in the squad, pay for the players we want to retain and get us to where we want to go.
If we’re selling our corporate offerings at the wrong price and not getting the revenues we need to allow us to build and pay for and invest in the squad then we will just stand still
If we get higher revenues then that allows us to get a better quality of squad
So what we’re trying to do is raise the revenue, invest that money back into the squad totally, and that will allow us to compete with the teams that we have to compete with to try to get out of this league
It’s a bit of a sacrifice but that revenue will allow us to get ourselves moving and competing with the types of clubs we need to be, and the types of players we need to get us in that upper half and knocking on that promotion door three out of five. That’s what I’m asking.
That additional revenue is enabling us to build a high quality football team and squad. And your owner is handling the infrastructure side of it, not from cash from the club, but from his own pocket to get it right.”
The message from King is clear, all these price increases are made with the intention of using it to invest and improve the squad, fans are doing there bit now is time for King to be true to his word.