Never. You use the funds you bring in to build the better team, settled teams don’t really exist in football these days. Only 3/4 clubs in world football aren’t selling clubs. It’s the boring comparison now but look at Brighton, finished in European places and have sold 2 of their best players.
I agree with your Brighton comparison, but they have managed to do what they're doing while in the Premier league. Apple's and oranges so to speak. I'm looking forward to the next few years seeing what we do, personally I couldn't give a ****e about PL anymore.

