I assume to invest and get into the premiership - as daft as that sounds with Latics, I assume to invest and hope the club turns a corner then begins to draw a profit.
1 season in the Premier league with TV Money and "finishing place" money nowadays and the owners are laughing.
Read something recently that said Huddersfield had already earned more being in the premiership from this 1 season than about 20 teams who have had multiple seasons in the league, simply due to the bonkers TV money.
(The above figure may be exaggerated, may have been about 10 teams, but still)