For much of the past decade, Arsenal were the butt of English football's jokes — a club perpetually promising a return to glory while finishing outside the top four and watching rivals lift trophies. Now, the Kroenke family say they have done the hard work to change that narrative entirely.

Josh Kroenke, speaking candidly about the ownership group's journey, acknowledged the criticism his family absorbed during Arsenal's so-called "banter era" — a stretch of years defined more by memes and mockery than silverware and success. The road back, he insisted, required patience, structural investment, and a willingness to absorb public hostility.

From ridicule to title race

The Kroenkes oversaw a sweeping rebuild at Emirates Stadium, backing a new football philosophy, recruiting the right technical staff, and gradually assembling a squad capable of challenging at the very summit of the Premier League. That process took years, and the fanbase's frustration was vocal throughout.

Yet the results have shifted dramatically. Arsenal mounted a serious title challenge and are now widely regarded as genuine contenders rather than nearly-men. The transformation represents one of the more remarkable ownership turnarounds in recent Premier League history.

Criticism weathered along the way

Josh Kroenke did not shy away from the darker chapters — the boardroom tensions, the protests outside Emirates Stadium, and the widespread calls for the family to sell the club. He framed those years as a necessary part of a longer process, one the ownership group committed to seeing through despite sustained pressure.

The decision to back manager Mikel Arteta proved central to the revival. Appointed in December 2019, Arteta inherited a squad in disarray and gradually moulded it into a disciplined, high-intensity unit that could compete with Manchester City, Liverpool, and Arsenal's other traditional rivals at the top of the table.

A new era takes shape

With a Premier League title now within reach, the Kroenkes appear determined to cement this period as the beginning of a sustained run of success rather than a brief resurgence. Josh Kroenke's willingness to speak openly about the turbulent years suggests a confidence that the worst is firmly behind the club.

For Arsenal supporters who lived through the lean years, the shift in tone — from embarrassment to genuine expectation — marks a cultural turning point as significant as anything happening on the pitch.