West Ham co-owner David Sullivan and his family have been left ‘hurt’ by the personal nature of the protests from fans.
Supporters at the London Stadium have been pushing for Sullivan and David Gold to sell up.
The Hammers have endured tough times on and off the pitch under their ownership, especially since leaving the Boleyn Ground.
West Ham moved from Upton Park to Stratford in the summer of 2016 with the promise of taking the club to the next level.
The east Londoners, though, failed to kick on after a seventh place-finish four years ago, having also secured European football for their first campaign away from the Boleyn.
Fans turned on the board and a series of battles against relegation in recent years, despite the 60,000-seater stadium being consistently filled on matchdays, has not helped make the new ground feel like home.
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Additionally, infrastructure issues with what used to be the Olympic Stadium have left supporters feeling short-changed.
Sullivan and Gold do not accept they have lied to fans, however, and want the club to flourish as fans themselves.
Thousands of fans protested before the crucial 3-1 Premier League win over Southampton in the surrounding areas of Stratford on Saturday.
And that came off the back of black balloons being released in the away end at Anfield ahead of West Ham’s 3-2 defeat to leaders Liverpool last Monday.
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Fans have been vocal on social media too, with Gold’s account and that of David Sullivan’s Son, Jack, targeted for messages urging the owners to go.
Sky Sports ’ Kaveh Solhekol says the personal nature of some of the protests against Sullivan, 71, Gold, 83, and Brady hurt Sullivan and his family.
Gold is also said to be hurt by the personal abuse towards him.
The two do not consider West Ham to be up for sale, with Sullivan and Gold reluctant to bow to pressure from the fanbase.
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However, unless long-term results improve, it is said the owners could well then sell up and move on.
For the time being, further protests, led by fan group Hammers United who are growing in support each week, are anticipated.
West Ham’s next game comes at the Emirates Stadium on Saturday away to London rivals Arsenal (3pm) in the Premier League.
The Hammers currently sit 16th in the table, clear of the relegation zone with 10 games to go only on goal difference.
David Moyes’ side are next at home on Sunday, March 15 (2pm) when they welcome Wolves to the London Stadium.
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