Sections of Arsenal’s fanbase are very much against Stan Kroenke’s KSE, who began acquiring shares in the Gunners in 2007.
They eventually took full control a year ago when Alisher Usmanov agreed to sell his stake to the Americans.
But a disappointing season last term, with the Gunners finishing fifth while losing the Europa League final, as well as transfer budget concerns led to fan protest.
But Josh Kroenke, son of Stan, believes the fans can help build success as he plans to stay at the Emirates.
“Passion can go a couple of different ways, but knowing the passion of the Arsenal supporter community, it would be an incredible sight to behold,” Kroenke told BBC Sport.
“Being here on matchdays, it gives me the chills even just thinking about it.
“But to know that the supporters were united behind our group would be a very powerful thing and I think this is a group they can really get behind.
“They need to understand who we are and what we’re trying to accomplish.
“It’s important for them to try and understand our personalities as people, because at the end of the day we’re fans – we want to win and it makes our job a lot easier when we do.
“It’s important for them to know how passionate we are. When I met with some of the fans’ groups last season I told them that trust is earned over time and I would love for you to trust me now but unfortunately that trust has to play out over the next several years.
“We’re just getting started and hopefully we’ll start to earn more and more trust with the more and more work we put in.
“The Emirates is a place that is always going to be special to me and my family. I’m excited about being here, hopefully a long time.”