An annual ritual

This week, Arsenal chief executive Ivan Gazidis met the English press to discuss the state of affairs at the club. Unsurprisingly, Gazidis was very upbeat and optimistic ahead of next season. He always is, not least around the time memberships and season tickets are up for renewal.

Like in June 2011, or June 2012...

But that particular cynicism aside for a moment, the chief executive offered at least one truth:

I didn’t hear last summer an outcry that we must sign Santi Cazorla, but we knew he was a top-class player who would add to our team and give us something that we needed. There is a short-term narrative that we play through week by week where we will get linked with every name under the sun.

(Full transcripts of Gazidis' press conference can be found at the Daily Mail and the Daily Mirror websites.)

The rumour mill has been churning since the end of the January window, and more than 170 (!) players have been linked so far. 'Stupid' doesn't quite cover it.

Even the most persistent rumours can die down in the end. Stevan Jovetic looks to be set for a Juventus move, if the Italian papers are to be believed. Instead, Real Madrid's Argentine striker Gonzalo Híguain is this week's darling in the European press. It's all about having fresh news to spread.

At the same time, the English papers can't let go of the very weakly sustained Wayne Rooney rumour, probably because any paper with Rooney on the cover will sell more than any other. I'm not sure any media will ever be interested in that rumour being quashed!

These stories in the Daily Mirror and the Daily Mail both try to sum up Arsenal's transfer plans for the summer. They both mention the same names - goalkeepers, defenders and strikers - but put Rooney in the headline. But neither mention Yaya Sanogo coming in, all but confirmed by the player himself. As we all know, French kids don't sell English papers.

At the same time, Gervinho and Thomas Vermaelen has been linked with moves away from Arsenal. But it doesn't sound like Gazidis has that kind of activity in mind.

Quietly we did a good job during the season of tying down most of out important players to long-term contracts. We’re in a very strong contractual position, not just for this summer, but looking forward. We’ve got a lot of players locked into contracts, which is why we’ve got a very strong, robust foundation going forward. The critical thing for us is making the right decisions in terms of additions.

So contracts have been signed, players have been signed and the chief executive says there are more to come.

Even though the first parts have been delivered, I'll believe that last bit when I see it.

There is real tension among Gooners now. The rumour mill has never been harder at work. The list of targets has never been longer. The weight of expectation may weigh so hard that no signing in the world can be good enough. That's what the promise of £70m can do to you.