Slaven Bilic made a clever appeal to the sense of identity which typifies West Ham United’s supporters when he was appointed as their new manager. He described them as “a cult club.”



Could they soon become one of the biggest outfits in the game and financially challenge the biggest names of the Premier League and Europe, however?

Could they overtake Arsenal, Chelsea and Tottenham Hotspur in the frantic London hierarchy?

There has been a lot of anger among rival supporters and a widespread feeling of injustice at other clubs about the Hammers' move into the Olympic Stadium next year.

Amid the fury about what is to happen imminently – after one final season at the old Boleyn Ground – there has been little attention paid to what might happen in the years after the “transfer” to Stratford.

Put frankly, West Ham have the potential to be the next Manchester City, a place which was transformed by a take-over by the endlessly wealthy rulers of Abu Dhabi. There are huge similarities.

Arguments about the relative “bigness,” - or size - of one’s club compared to others are a fundamental part of the tribally intense way football is followed these days.

Marketeers even carry out surveys to define this new quality in terms of “brand value.”

West Ham, who are fourth in the current London standings defined by this particular measure, could be about to turn the whole ceaseless debate on its head.

Here’s why. City were once a middle-ranking, non-threatening “people’s club,” with a large, loyal but clearly-defined fan base and a tradition of success receding into the mists of time.

They were the West Ham of the North. And vice-versa.

Then the money arrived in 2008 after they moved into a new stadium built for the 2002 Commonwealth Games.

Five things in Slaven Bilic's In-Tray 5 show all Five things in Slaven Bilic's In-Tray 1/5 NOTE FROM BOARD - DON'T GET RELEGATED While it may seem like stating the obvious, with a pending move to the Olympic Stadium on the horizon, the east London club simply cannot afford to go down. While tens of thousands more fans would flood through the gates in Stratford to see the likes of Chelsea and Manchester United, the appeal of Ipswich and Huddersfield would prove a somewhat harder sell. Getty 2/5 GET THE SQUAD MATCH FIT The Irons will have less of a shortened summer break than their rivals given the early kick off of qualifying for the Europa League. While the matches will certainly add a competitive edge to often laboured pre-season warm-up games, if the players are not completely ready for a trip to one of the Continent's footballing outposts, then the dreams of seeing European nights back at the Boleyn Ground on her farewell will remain very much a pipe dream. Mike Hewitt/Getty Images 3/5 BRING THE FANS ONSIDE Bilic already knows what having the Hammers faithful fully behind the team can do, having been part of the squad which finished in the top-10 at the end of the 1997/98 campaign. Although only making a short stay at the east London club, the Croatian defender had earned himself cult status with the supporters, a relationship which will be put to the test should results not go his way. Christopher Lee/Getty Images 4/5 HOW DO YOU SOLVE A PROBLEM LIKE ANDY CARROLL? There is no doubt when Carroll is fully fit and firing on all cylinders, he is a handful for any defence in the Barclays Premier League. The Irons have not really seen the best of the club record £15million signing because of injury. However, when he is available, Bilic will then face a dilemma of how best to utilise the former England targetman and still satisfy those who crave the West Ham way. Jan Kruger/Getty Images 5/5 KEEP A COOL HEAD IN THE DUGOUT Bilic was known for his passionate style of play, which endured him to fans, and has also taken that into coaching, often falling foul of UEFA during his stint in charge of both Croatia and domestic clubs in Europe. The 46-year-old may well be suited and booted on the touchline these days, but will no doubt still be kicking every ball in the technical area, but will have to show his tactics can match up to his undoubted enthusiasm. OLI SCARFF/AFP/Getty Images 1/5 NOTE FROM BOARD - DON'T GET RELEGATED While it may seem like stating the obvious, with a pending move to the Olympic Stadium on the horizon, the east London club simply cannot afford to go down. While tens of thousands more fans would flood through the gates in Stratford to see the likes of Chelsea and Manchester United, the appeal of Ipswich and Huddersfield would prove a somewhat harder sell. Getty 2/5 GET THE SQUAD MATCH FIT The Irons will have less of a shortened summer break than their rivals given the early kick off of qualifying for the Europa League. While the matches will certainly add a competitive edge to often laboured pre-season warm-up games, if the players are not completely ready for a trip to one of the Continent's footballing outposts, then the dreams of seeing European nights back at the Boleyn Ground on her farewell will remain very much a pipe dream. Mike Hewitt/Getty Images 3/5 BRING THE FANS ONSIDE Bilic already knows what having the Hammers faithful fully behind the team can do, having been part of the squad which finished in the top-10 at the end of the 1997/98 campaign. Although only making a short stay at the east London club, the Croatian defender had earned himself cult status with the supporters, a relationship which will be put to the test should results not go his way. Christopher Lee/Getty Images 4/5 HOW DO YOU SOLVE A PROBLEM LIKE ANDY CARROLL? There is no doubt when Carroll is fully fit and firing on all cylinders, he is a handful for any defence in the Barclays Premier League. The Irons have not really seen the best of the club record £15million signing because of injury. However, when he is available, Bilic will then face a dilemma of how best to utilise the former England targetman and still satisfy those who crave the West Ham way. Jan Kruger/Getty Images 5/5 KEEP A COOL HEAD IN THE DUGOUT Bilic was known for his passionate style of play, which endured him to fans, and has also taken that into coaching, often falling foul of UEFA during his stint in charge of both Croatia and domestic clubs in Europe. The 46-year-old may well be suited and booted on the touchline these days, but will no doubt still be kicking every ball in the technical area, but will have to show his tactics can match up to his undoubted enthusiasm. OLI SCARFF/AFP/Getty Images

Come 2016-17, provided they maintain their Premier League status, West Ham, in essence, will be in the same position as were City just before the buy-out.

In fact, one magic word makes them an even more attractive future proposition – London.

The owners have already put in place a new club badge which will feature the name of the city in bold letters, thereby tapping straight into a rich vein of global marketing fuel which all of the capital’s major clubs would surely love to be filling up on themselves.

This is what makes Bilic’s job such an important one. West Ham are at a cross-roads, one of the most critical approached by any English club in recent times.

A survey published this week by the strategy consultants Brand Finance placed West Ham 16th in terms of worldwide brand value. It surprised me they were that high. But then that’s the power of the Premier League, I guess.

This report placed Manchester United at its top, with Manchester City fourth and Chelsea fifth, ahead of the new European Champions Barcelona. Arsenal, are seventh, Liverpool eighth and Spurs 10th.

This is really important stuff. Football is the world’s greatest marketing vehicle. The big clubs will be turbo-propelled into a new era of financial competition by it.

Meanwhile, many rival fans, incensed by the granting of the stadium to West Ham (albeit as tenants) as what many see as a virtual “freebie,” are desperate for the Hammers' move to the Olympic Stadium to be blighted by another relegation. Not a fanciful wish that, given their chequered past.

If it works out, however, there will surely be any number of hugely wealthy foreign buyers who would be attracted by the idea of purchasing a club in London with its own new ground, a tradition to sell and a vast potential for expanding attendances and commercial and match-day revenue.

Make no mistake about the importance of the London factor in all this. The city has resumed its place at the centre of the commercial, artistic and creative world. Foreign money is pouring in.

Beyond this, in pure football terms, the relaxation of UEFA’s Financial Fair Play rules could make the idea of buying West Ham even more attractive to a multi-billionaire, a corporation or a nation like Abu Dhabi.

Then there are the billions of the Premier League’s TV deal to lure them, too, with plenty more to come, it seems.

Alternatively, even if the current owners, David Sullivan and David Gold stayed put, this move will create huge potential for expansion and perhaps an assault on the top six and a Champions League place.

Stratford itself, with its glittering Westfield shopping centre and its fabulous transport links, is a part of the package.

Other clubs have big plans too, of course. Tottenham’s planned new stadium will vastly increase their commercial power.

Arsenal have blazed this trail already by moving to the Emirates and, by rights, the finanacial benefits should soon be driving them on to greater things than their two recent FA Cup triumphs.

Chelsea, elevated globally by Roman Abramovich’s billions, have stadium plans too and are determined to become self-financing – if on a vast, worldwide scale.

West Ham have the potential to join all three in the Financial top 10.

The European Cup has been won only once by a London club – Chelsea in 2012. In the money game, though, the city may be about to become hugely powerful in the East as well as the West.