Moving the game to the United States was always unlikely but Birmingham are not being deterred by that. Nor are they deterred by last season’s relegation, that may have attracted sniggers from envious rivals, and the part Wayne Rooney’s ill-fated appointment as manager had in it.

“Everyone can have a view on Birmingham City and what we are doing. It is not fair to just focus on what happens on the pitch, you should also be more rounded about what is going on at the club,” says Cook.

“We had two training grounds and a stadium which had fallen into disrepair. We have brought in a new coach in Chris Davies, who is changing the culture and has got off to a great start.

“Same in [the] women’s [team] with Hope Powell and Amy Merricks and our academy is endeavouring to be Category One, which would mean we could be a leader in attracting young talent. I always say it is not necessarily the league you are in, it is the club you are.”

It is easy to forget the state Birmingham were in if you wind back just a couple of years.

In December 2020, sections of the Kop and Tilton Stands were shut due to safety concerns. Now new facilities are springing up around the famous old stadium, which has been Birmingham’s home since 1906.

“We are changing the dynamics in keeping with what is happening in the world of sports entertainment,” says Cook.

Cook has always been good at the corporate speak. And he has always had a vision.

It is why Manchester City hired him in 2008 and though some of his statements were on the outlandish and provocative side, the general theme – that City would become one of the biggest and most successful clubs in the world – has proved to be correct.

“There are some similarities,” he says, of that experience and his current one.

“Yes, Manchester City are a powerhouse on the football pitch but there are two elements that have been really important for them: their focus on their fanbase and the focus on their community work.

“When you come in as new owners, when the fans have been disillusioned with the previous ownership for perhaps 10 years, you have to show change. But trying to fix 10 years in 10 weeks is not easy.”