Josh Kroenke on painful mistakes and transforming 'banter era' Arsenal into champions

Josh Kroenke admitted “everyone and everything is forgiven” in moments of celebration.

Arsenal's co-chairman was actually referring to being “doused” in champagne along with his father Stan as they toasted the club’s first title in 22 years at the trophy-lift at Selhurst Park last Sunday. But actually Kroenke could easily have been referring to how the supporters can see what winning means to the club’s hierarchy.

The joy, the dancing and the sense of achievement was etched over the faces of Josh and Stan Kroenke. It was genuinely brilliant.

To say it has been an eventful ride would be an understatement. Fan protests against the American owners, fury at them signing up for the European Super League and anger at a perceived lack of ambition. Fast forward to the end of the 2025/26 season and they are on the brink of an unbelievable Double. They can have an even bigger party if they win the Champions League in Budapest on Saturday.

Asked to reflect upon that journey from dark times like the Super League to Sunday’s celebrations, Kroenke said: “When they were hanging us from lampposts? No, that was part of the journey and it’s one that while we’re not proud to talk about, we’re not trying to hide from it.

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“It was a moment of reflection and even though it was painful at the time, it brought me closer to the supporter base as well. I was in and around the supporter base at different points in time leading up to that moment.

“We are all humans, we all make mistakes and it is one on a grand scale that really ignited a lot of emotion in people but hey, we’re still people. We made a mistake. Can we sit down and talk about it?

“So fortunately at that point in time still being in Covid, I would sit and I would meet with many supporters from many different supporters groups and I say this endearingly, fortunately it was in Covid and I was doing this all on screen where they couldn’t throw tomatoes at me.

“So it was OK from that standpoint! But we had some great conversations, I think we all looked each other in the eyes and hopefully they understand I wasn’t just trying to pay them lip service.”

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Kroenke genuinely cared. When Arsenal fans penned a letter of protest in the summer of 2019 entitled “We Care Do You?” it became a really key moment. Kroenke took the criticism on board, wrote a personal reply - and was as good as his word.

They appointed Mikel Arteta in December 2019, Kroenke has developed a close bond and relationship with the Arsenal manager - they speak all the time - and backed the club with huge investment in the transfer market. They have earned this success.

“You know, I guess probably the ‘we care to you’ moment,” he said. “That was a big moment for me because that was very deliberate from a supporter standpoint.

“And when I saw it, I understood. But I had already had so much time and energy and emotions invested behind the scenes at that point.

“And so I can't recall exactly what was said, but I personally wrote the response to that letter, however the club responded at that point in time.

“Sir Chips Keswick, the former chairman, God rest his soul, was a great mentor of mine and we went to lunch one day. I said: ‘Chips, you know, in the States, we’ve had to take a step back to go forwards at times.’ And he kind of smiled and said: ‘Bloody hell, don’t get relegated!’”

Actions speak louder than words. Even though they do not come to every game, Kroenke junior is a regular presence at the training ground and games. And when he is not there, he is glued to the TV at home in the States.

“There were some big highs and some tough ones as well,” said Kroenke. “I watched the Wolves away game by myself at home. That was tough. That's when you wish you were with someone else, at least to talk to.

“Then there was Max Dowman and the Everton game. That was a fun one because I was watching that and we had just adopted a puppy.

“So when Max went on his run, I scared the hell out of the puppy by jumping up. That dog peed on the floor right there next to me with what I was saying and yelling at the television!”

Kroenke is still recalling the joy of those celebrations on the pitch at Selhurst Park and also going from a place where it had become almost embarrassing to being an Arsenal fan…. To becoming a champion.

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He added: “I got a pretty good douse of champagne on Sunday. But there were several culprits around with bottles that were having a lot of fun with it. You know, in those moments, I think everyone and everything is forgiven.

“Champions of England sounds pretty good and champions of Europe could sound even better, especially with the double tied to it. But we think we have a chance here. We have vey strong foundations in place to continue to build and try to sustain.

“Getting the foundations in place is usually the hardest part of the journey and now we have all this, it is about trying to stay at the top knowing everyone is trying to climb the mountain after you.

“I knew we were a sleeping giant that we needed to awaken in some way. We haven’t had a team, a squad like this in the social media age. Social media evolved and the Twittersphere and everything else around it.

“The instantaneous information, the ‘Banter Era’ - I’m aware of all this. I turned 46 last week. I’ve grown up around this and I’ve seen it all from my own perspective. I think that’s what I’m so proud to see.

“There was almost a time when you were a closeted Arsenal fan. You were still a fan but everyone was so on top of you at times, you were afraid to show your spirit.

“But the outpouring of emotion and seeing that just driving over here. The guy in the bike cab wearing the Arsenal shirt. Everyone is flooding London with all of their Arsenal gear right now and it just makes me so proud to see.”