READING FC co-chairwoman Lady Khunying Sasima Svrikorn put a smile on the faces of all Royals fans by sanctioning 11 new signings over the summer.

Here, the enigmatic Thai businesswoman opens her heart in an exclusive interview with Chronicle sports editor, Anthony Smith.

From deadline day drama, to her riverside home in Bray, Lady Sasima offers fans an insight into her colourful – and hectic – life.

AS: How excited did you get on transfer deadline day last week? (Reading made three signings shortly before the window – Matej Vydra, Ola John and Lucas Piazon, but also sold Michael Hector to Chelsea for £4m)?

LS: “The fans were excited on Tuesday and so was I. We had to wait until 6pm for the final signatures after medical check-ups. There was a lot of suspense.

“The transfer window is quite peculiar and unusual as I haven't been involved in this type of business before.

“Everyone is bidding for players, it's like an auction, but I am very happy and delighted with the new players we have. The players we got are exactly the players we wanted and it's unusual for that to happen.”

AS: Did you enjoy deadline day?

LS: “I remember the suspense. I took my 15-year-old granddaughter to boarding school on Tuesday for the very first time. My daughter was also there and it was a very sad day for us, but an exciting day on another level at the football club.

“I kept checking to see how everything was going, there was a lot of suspense.”

AS: Reading FC made some significant signings. Did you celebrate?

LS: “Yes, with a massage.”

AS: Did manager Steve Clarke try and strengthen in any particular area?

LS: “I saw some of our games a few weeks ago and I know we needed a striker badly.

“Our defence was perfect and we were solid, but when we attacked in front of our opponents' goal it seemed as though there was hesitation, it wasn't automatic.

“I felt we were waiting and waiting to shoot. Maybe there was a reason for that, but it seemed like that all the time. We were not playing fluently.

“We kept the ball in front of our opponents' goal but we couldn't score.

“Now, I think, we have brought goals into the team.”

AS: Was Steve Clarke satisfied with his transfer dealings?

LS: “It was an exhausting time. Steve was working round the clock. But we spent time to thank everybody who helped us. It is Thai style to show our appreciation.”

Reading Chronicle:

  • Lady Sasima addresses the Reading FC fans on the Madejski Stadium pitch after penning a song called 'They Call Us The Royals'.

AS: Reading FC fell on hard times in recent years. Is the club on the financial road to recovery?

LS: “There was a transition period when we took over from Sir John Madejski and the Russian [Anton Zingarevich]. It was quite messy.

“We had a lot of players who weren't working well for us, but we had to keep them anyway.

“We had a lot of things we needed to put in order to clean up the house and position ourselves to try and improve what we already had.

“Sir John did a great job in founding the club and moving it forward in the 'Reading way.' It wasn't easy and involved him putting in a lot of personal money, which became a struggle for him.”

AS: What plans do you have for the club?

LS: “Football isn't just about winning or losing matches any more. But nowadays there are things like marketing which is a very good tool and generates income.

“Sports marketing is huge now and football is the most watched sport of all.

“Take golf for example. Not that many people watched it then Tiger Woods came along and suddenly more people started watching and paying a lot of money for tickets to walk the 18 holes.

“It was the same in tennis. Back in the days of Arthur Ashe there wasn't much interest. Now look at Wimbledon and the demand for that.

“It's the players who attract the interest from people and then advertising takes over which generates the income.”

AS: Is there too much money in the Premier league and football in general?

LS: “We came into this business knowingly. The Premier League is dominated by four or five big teams who spend a fortune, sometimes up to £50 million for one player. The other clubs are just fighting to get somewhere near them.”

AS: You have been involved with Reading for around one year. Are you comfortable working in a football environment?

LS: “Not fully, but more comfortable, yes.

“A lot of players have changed in the past year and, while I'm no football expert, I can see we have improved.”

AS: What's your relationship like with Steve Clarke?

LS: “He's not a chatty person. When I see him he always has that very straight face.

“We don't have a lot of conversation, but he knows his job and what he's doing.”

AS: Can Reading FC secure promotion back to the Premier League this season?

LS: “I'm sure we can challenge for promotion this year. We have very good defenders and midfielder, we just needed to get the ball into the net.

“Now I hope the new players we have will help us do that, it's very exciting.”

AS: You have a house on the River Thames in Bray. Are you settled in the area?

LS: “I have a very good set up now. My cook is here, my masseur is here, it's quite a big house and I'm quite comfortable.

“Reading Football Club was supposed to be my part-time job but now I am working harder than I ever have in Thailand.

“I went to Portsmouth not so long ago, got home at midnight and thought 'goodness, I'm doing this at my age?'

“But I enjoy it. When we score a goal, all those around my age like the chairman all did the same thing. Football's such an emotional sport.”

AS: Describe your relationship with Reading fans.

LS: “It's wonderful to see our fanclub, they always support us. They remember me and always come over to say hello at games.

“I want to tell them my house is not here all the time, I don't live here. I will maybe spend two or three months here each year.

“But during that time I will be watching every game I can and supporting the team.

“Even when I am at home I will be able to watch games on the internet.”

AS: Reading signed 11 players over the summer. Are you happy?

LS: “Everyone seems to agree with the players we have brought in. Some say it was a pity we let go of Michael Hector and someone asked why we didn't sell him later for a higher price.

“But the reason we did wasn't so much for monetary gain. We not only thinking about ourselves at this moment in time. We are thinking about the future of our Academy, which is a real pride to us and the future of the club.

“We are trying to bring up this young player to be a great player in the future. For Hector to be accepted by Chelsea is a big step for everybody.

“We want our Academy to push for these high goals and that way we will produce 10 more Michael Hectors or more in the future. It is of intrinsic value that we are thinking more than just the £4 million. This is about our reputation.

“I am very proud of our Academy. I watch them play when I can. We are in the top Under 21sa league and I'm confident we can train the young generation to be the next Messi or Ronaldo, who knows?”

AS: Was it an easy decision to sell Michael Hector to Chelsea for £4 million?

LS: “It wasn't easy, no. But we came to the conclusion we weren't going to be selfish and wait for bigger money and, of course, we have taken him back on loan for the season.”