When Mike Ashley bought Newcastle back in 2007 for £134 million his reputation was for successfully taking over companies and transforming them into profitable organisations.
But what were his motives on this occasion? Some suggested he had purchased the club just for fun - a project away from his more lucrative business investments.
However, a little while after takeover, Ashley admitted that he had not fully carried out his due diligence shortly after discovering the club had larger debt than he had anticipated. It was now clear that football was not his cup of tea.
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It therefore could be correctly theorised that he was in it for the money. Sell the club making himself a tidy profit. No wonder the Toon has been on sale ever since.
There has been little to no fun had for Ashley, something that was soon apparent following the fallout with Newcastle great Kevin Keegan who he had appointed as his first manager. It is a fallout that left Ashley badly bruised.
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He immediately became fan enemy number one after Keegan's departure after his reputation had reached a shortly held zenith following the return of the chosen one to St James' Park. Two managers later - one a man who had to resign owing to a heart problem - the club was relegated.
Any hopes of selling for a quick profit evaporated and any fun that Ashley might have had sunk with it. He has been moving through the motions of being a club owner ever since.
Aware that the fans, that he once had sat amongst in away games, no longer wanted him at the club Ashley responded by turning a deaf ear to all their wishes. For instance, in 2013 he brought back Joe Kinnear back to the club, as director of football, in a decision that attracted yet more wide derision.
The fans' protests were justified when Kinnear left eight months into the job without making a permanent signing. He was an Ashley yes man and another recruit the Newcastle faithful just could not relate to.
Ashley has extended his meddling hand into Rangers F.C. in Scotland, a move that only makes him more unpopular with his own fans own back home. Recently some few thousand fans made their feelings known by failing to turn up for the game against Tottenham over an alleged lack of initiative from the owner.
The club is in no hurry to bolster its ranks in the face of a dwindling squad lacking in depth and ability after key players such as Yohan Cabaye, Mathieu Debuchy and Demba Ba left and were not adequately replaced.
The lack of new signings only serves to cement the feeling that Ashley is now in it only to recoup his investment, ready to bolt out and does not care the position the club finishes in as long as it keeps avoiding relegation. This would guarantee that he keeps making a profit whilst putting in little or no money of his own. Meanwhile he waits for the right buyer to show up.
With time Ashley might find the fire fanned by the supporters too hot for his liking forcing him to jump ship and ditch his goose before it lays the golden egg. To avoid this and subsequent embarrassment the Burnham billionaire may be forced to change tack, swallow his pride and hug one or two Geordies.
Newcastle fans: what else can be done to force Mike Ashley out of the club? Let us know below!