Paraag Marathe, the new chairman of Leeds United, addressed the club's staff for the first time. The American negotiates player contracts with hard-nosed agents for the NFL's San Francisco 49ers and is no stranger to a tough audience.
Perhaps that is just as well - given that is exactly what he got in a suite inside Elland Road's west stand. After he outlined plans following the completion of 49ers Enterprises' takeover earlier this month it was time to throw it to the floor.
'Any questions?' Marathe asked. The first response was more a demand: 'You can't change the name of the stadium!