When reports emerged in December that West Ham United turned down a £650 million takeover from Red Bull, it divided opinion.
Initial reaction to reports that the Austrian drinks giant wanted to buy the East London club were extreme to say the least.
Fans were worried the marketing machine would come in and rename the club, change the badge, the kit and all but erase Bobby Moore from the history books.
But as the new subsided many fans reflected on their hopes and aspirations and took a more considered look at the company, worth over $8billion, and its wide ranging sporting interests.
What they saw was a firm famous for spending big and wisely to make a success of its ventures with Bundesliga runners-up Red Bill Leipzig a case in point.
Many pundits and fans have speculated that Sullivan and Gold simply wanted to make West Ham a more attractive proposition for prospective buyers by moving them to Stratford.
That was sternly denied by Sullivan earlier this year when he branded the rumours 'utterly false' - as reported by ITV.
And now his son Dave Sullivan - himself something of an entrepreneur - has revealed to Sport Bible how he sees the club hierarchy operating when his dad eventually leaves his position.
"I personally think (younger brother) Jack is more likely to be the chairman of West Ham, however I would still like some input," Dave Sullivan told Sport Bible.
"Jack is currently working with the ladies team in order to gain the experience he needs. Jack is also looking into working with clubs in other countries. Whereas I am focused on my own project and West Ham is not in my immediate future.
"However I will still retain my shareholding and one of the Sullivans will be the chairman."
While the club was rather predictably trolled on social media over the appointment, reading between the lines suggests Sullivan senior was not bluffing when he insisted they are here for the long term.
Where that leaves West Ham in the future only time will tell but it is certain to divide opinion among the club's supporters.