1.WE LAUNCHED THE NEWS All of the sports websites, forums, magazines and online news desks spread a rumour: a Syrian Sheik was coming to buy Estudiantes.2.REACTIONThe rumour didn't take long in reaching an extremely riled fan base that, in defence of the club's values and tradition were totally indignant and in fear of losing them forever. The rumour didn't take long to hit the headlines following statements made by the club's president and after an official statement published in Estudiantes’ official website.3.RESOLUTIONIt was the “Syrian Sheik” himself who was tasked with revealing the true nature of the campaign in front of the club's fans

The immediate objective was achieved which was to provoke a strong sense of rejection of the idea of a club which, with 60 years of history to its back, was prepared to sell its sporting assets in exchange for mere business interests. This awoke a feeling of belonging from a fan base which had dozed off over the years and as a result had stopped renewing their membership for a number of different reasons.21% increase in new members of which 40% were returning to the club.