In December 2019, I boarded a train to Merseyside to watch Arsenal play away at Everton. It was the day after Arteta’s opening press conference as Gunners boss. He wasn’t to take charge of this particular game, enjoying a watching brief. I use the term ‘enjoying’ advisedly because what followed was one of the dullest 0-0 draws I have ever seen.
Interim boss Freddie Ljungberg left Ozil, Lacazette and Aubameyang on the bench with Smith Rowe, Saka and Nelson all starters. Such a selection policy calls to mind an outgoing Chancellor writing, ‘good luck, we are all out of money!’ on a post-it on his desk for the incoming Chancellor.
Nevertheless, the train carriage was alive with conversation and energy such was the enthusiasm for Arteta’s messaging. After 18 months of Unai Emery who, even though his command of English is far better now, is not as powerful an orator as Arteta, it represented a huge change. As it turned out, our excitement was justified given the journey we have been on, it maybe just took a couple of years for the message to manifest into results.
I have revisited Arteta’s opening press conference on many subsequent occasions. In fact, there are a few of his interviews and press conferences I revisit often. This is mostly out of curiosity, so I can see how some of those messages were delivered upon. Occasionally I do it for my own sanity because I cannot believe how much the public and media caricature of Arteta differs from my own perception.
Arsenal 2 Liverpool 1, July 15, 2020
In the teeth of the behind closed doors era, Arsenal absolutely fluked a 2-1 win over already crowned champions Liverpool, who were clearly playing several gears below their optimum. Liverpool effectively passed the ball to Arsenal in their own area. Twice. Arsenal went 2-1 ahead having created very little themselves and clung on a little like an EFL side seeking a famous giant killing over a Premier League opponent.
Far from mugging into the camera about the triumph, Arteta cut an honest figure when interviewed by Sky Sports afterwards. ‘You only need to look at the difference between the two teams; the gap is enormous. But the energy, commitment and fight between the two teams is equal – and the rest will come. It will take time, but we can create something with that.’
I think from the very start, those who actually observed his messaging in the media saw someone keen to nurture an accountability culture among his team. Using the word ‘enormous’ to describe the gap between his team and the newly crowned champions might have appeared a little brutal; but it was also absolutely true.
It may well have been a coded message to his superiors at the time, with whom I am sure he enjoys a franker relationship now. A sort of ‘I can whip up a dish but you’ve got to give me some better ingredients,’ type missive. He also knew the style of victory was not sustainable whatsoever and was keen to reinforce that.
It was a strong message to supporters too. He went on to say, ‘We need to build and improve the squad; it is not magic. You need a bigger squad to compete in this competition and that is going to be the challenge.’ I recall appreciating the transparency, the manifesto that he would be able to eke full commitment from the players (something we had been starved off for a few years by this stage) while the squad turns over.
Liverpool 2 Arsenal 2, 11 May, 2025
Five years later, Arsenal again locked horns with a Liverpool team already crowned champions. Only this time, Arsenal’s failure to mount a concerted challenge was below expectations. I think the size of the injury list during that season was the principal explanation for that.
Nevertheless, Arsenal found themselves 2-0 down at half-time at Anfield with a first half performance for which the word ‘insipid’ feels generous. Arsenal came back in the second half to draw 2-2. In his post-match interview with Sky on this occasion, Arteta was invited to commend the effort and fighting spirit of his players to rescue a draw. He was having none of it.
‘No,’ he interrupted. ‘What we did in the first half, the first 20 minutes was nowhere near the level. So to do it after, it’s too late. We reacted, great. But those 20 minutes were unacceptable. It’s about action, not reaction. It’s not about winning. Nobody can promise that you win. It’s about doing the basics, the simple things where you can dominate.’ In his post-match press conference he was even more forthcoming, saying the comeback ‘makes it worse’ because it proved the players’ capability.
Again, this was about accountability and honesty, not allowing his players to ‘celebrate’ the recovery of a situation they created and not allowing standards to drop. Arsenal also went down to 10 men in that game and Arteta said, ‘don’t play six times in a season with 10 men, because if that happens, we won’t win it next season, for sure.’ Arsenal had no red cards this season and won the league. Accountability.
Pre Kairat Almaty press conference, 27 January 2026
At this stage, Arsenal were experiencing a ‘wobble’ having looked set to stroll to the league title for the first time in 22 years. They had drawn 0-0 at home to Liverpool and away at Nottingham Forest before losing 3-2 at home to Manchester United. The pressure was clearly beginning to tell on the players.
Every manager, every leader, needs to be able to adapt their communication according to the circumstances. In my other two examples, we have seen that ruthless, hard edge to Arteta, where he is willing to message to fans and his superiors in no uncertain terms. But there are times when you need to message to your players too and you need to be able to show love as well as resolve.
Ahead of a Champions League home tie with Kairat Almaty, with his players faltering, Arteta showed a softer, more collegiate side. ‘We took a moment to bring the temperature down, to pause, to reflect and ask two questions. One is how do we feel, and how do I feel myself, and then how we want to live the next four months. It was so encouraging and beautiful, because what came out of there is very simple.
‘We have earned the right to be in a great position in four competitions, and in the next four months we’re going to live and play with enjoyment, with a lot of courage and with the conviction that we’re going to win it.’ He went on to rally the supporters, ‘I’m just hoping that everybody that is related to this club, especially our supporters, jump on that boat because this is the way that we’re going to live the next four months.
‘It’s going to be fun, because the excitement, that conviction, that energy, that will, is the way you have to live when you want to achieve a dream, when you want to achieve something that you play for 10 months, because out of that, a lot of incredible things are going to emerge.’
At a time when nerves were frayed and anxiety was obvious in the stands and on the pitch, Arteta struck a much more conciliatory tone, changing the emphasis from what Arsenal could lose to what they could win. Arsenal looked far freer in their next league game, thumping Leeds 4-0.
This time the messaging was more sympathetic, more encouraging and it included the supporters, as well as the players, who all appeared to be somewhat conflicted by anxiety and doubt. Again, this is how good leaders communicate, according to circumstance. And I think it is why we see the players, in pretty much every single game you can think of, go above and beyond in terms of effort and commitment.
