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New Basingstoke Bison co-owner Harry Robinson says he faces a tough task to improve the club's financial fortunes.
The Basingstoke councillor and businessman heads the club's new ownership team, along with Planet Ice, after taking over on Monday.
He said: "We're going to apply good business practice to whatever we do.
"That gives security to the players and fans. I'm also hoping that many local businesses who know me will be able to join me and support the team as well."
He added: "It's the largest spectator sport in Basingstoke and those people are rallying round.
"It's amazing, the kind of support we're getting after all the trauma there's been in the last two years."
Basingstoke have twice changed owners in the recent past, with financial ruin never far away.
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If we can get reasonable company sponsorship on board, who knows, we might be able to stay in the Elite League
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There had been speculation that Basingstoke would drop to the Premier League as a money-saving measure.
But Robinson said the club intend to remain in the Elite League - ice hockey's top flight - in future if possible.
"We're staying in the Elite League [this season]," he said.
"And if we can get reasonable company sponsorship on board, who knows, we might be able to stay in the Elite League."
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