Arsenal are more focused on making their fans proud than striving to win the Champions League, according to Gunners chief executive Ivan Gazidis.
Under Arsene Wenger, the North London club reached the 2006 final but have now been knocked out in the round of 16 for five successive seasons.
Gazidis told a Kick It Out conference: "When we talk about the destination, it's not winning a Champions League, it's making fans proud. It's about making the people at the football club proud of what we do and how we do it."
Arsenal, who failed to win a trophy for nine years until until last year's FA Cup, are currently third in the Premier League table.
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