Big four's days are numbered says football guru

He said: "We are already seeing it with the emergence of Manchester City and in the longer term there will be a more level playing field. I predict in six years time there will no longer be a big four, but probably a big eight in the Premier League.

"It is all about money. You'll never get a situation like Ipswich, a small provincial club, coming up from the Championship and winning the Premier League, but there will be the chance for bigger clubs, like Spurs and Man City, to challenge."

Fynn, described by Arsenal boss Arsene Wenger as a football guru, has advised a number of Premier League clubs, including West Ham, on how to maximise their marketing income.

A former director at advertising company Saatchi and Saatchi, he had a hand in the creation of the Premier League in 1991.

He said: "I had a phone call from the FA one day because I think they were a bit desperate. There was the rumour that the top clubs were going to leave the old Football League and they wanted to know what to do.

"I advised them to support the breakaway but I also warned them to retain control over the clubs and Sky otherwise they would go off and run it themselves, which is basically what happened."

Fynn combines his freelance consultancy with writing and has published the paperback version of his book Arsenal: The Making of a Modern Superclub, co-written with Kevin Whitcher.

He said: "It's a critical look at how Arsenal have gone from being also-rans to a super club, dealing with the politics and power shifts that have occurred and how Arsene Wenger has affected things with his playing strategy.

"Arsenal are the ideal role model for many clubs. UEFA boss Michel Platini says clubs need to live within their means and Arsenal have done that. The debt for their stadium is okay, and they haven't spent a lot of money on the team just to achieve nothing, unlike clubs like Newcastle.

"They are lucky to have a manager who can work without money and the infrastructure at the club is excellent."

It contrasts with the situation at West Ham, who recently announced a loss for 2007/08 of £37million.

"That is a ridiculous amount of money to lose in one year," said Fynn. "I advised West Ham on their broadcast rights when they were in the UEFA Cup in 2006 and got to know how the club worked.

"They had had a very successful season the previous year but instead of stabilising they felt they could do it in one fell swoop, hence the signings of Carlos Tevez (pictured) and Javier Mascherano. Sadly it all fell apart.

"It shows if you buy in haste you will repent at leisure and the upheaval around the club, including the sacking of Alan Pardew, is something they are still dealing with now."

Of course, the holy grail for all Premier League clubs is to make it into the Champions League, with its guarantee of big money.

"It's a £40million ticket," said Fynn. "Before the Champions League came about finishing fourth was nothing. That's all changed now.

"And the Premier League itself is a licence to print money. You are guaranteed £40million profit if you finish mid-table.

"Provided you don't pay the players more than you can afford you will be alright. A lot of clubs, including West Ham, have found they have to develop players and then sell them on to survive.

"UEFA need to have a much stronger voice to even things out and stop clubs buying success."

The Wharf has three copies of Arsenal: The Making of a Modern Superclub to give away, signed by the authors and ex-Gunner Alan Smith. To enter click here.

Fynn will be joined by former Arsenal striker Alan Smith at Waterstone's in Cabot Place to sign copies of the book from 12.30pm tomorrow.