Former Manchester City chief executive Garry Cook says Premier League managers cannot afford to just focus on what happens on the pitch and has backed his old club's "holistic approach" to football in the 21st century.
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" I don't like the thought of mediocrity and I don't think the owners of Manchester City do " Garry Cook
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With football now a global industry worth billions of pounds, the former Nike executive says it is vital players and staff recognise the importance of a club's commercial interests.
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"When companies sign an agreement with a club, they want access to the core proposition, which is the talent," said Cook.
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"They want the manager, they want the players, so now the players and the manager have to give up time for that.
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"It puts a drain on someone who doesn't necessarily understand the need to be a commercial property, doesn't necessarily understand the need to explain themselves in the media, doesn't understand the need to run the business with financial management at the heart of everything they do.
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"The holistic element is understanding the way a football club runs, not just how a football team wins games."
There is a lot of problems going on in that football club right about now so I just hope they sort things out well.