West Ham co-owner David Gold claims promotion back to the Premier League has put the pride back into the club.
The Hammers secured their return to the top flight - and the estimated £90million that comes with it - after beating Blackpool 2-1 in Saturday's play-off final at Wembley.
Gold said: "It's brought back pride to the football club."
He added: "People talk about money but pride is so important. We've had a tough time - the previous owners caused problems for the football club and we got relegated so this is about pride.
"People say it's the richest game in the world and it is - but what we miss is the impact it has on the fans.
"It's vital that this club, with all its tradition, is back in the Premier League."