Having invested more than £20m into the club since taking over in 2000, the multi-millionaire Cheshire businessman chose to keep his counsel last term despite seeing Sale make the worst start in their top flight history, change director of rugby twice and endure numerous teething troubles after moving from Edgeley Park to the Salford City Stadium.
Post Christmas, Sale somehow turned their fortunes around, going on to reach the LV= Cup final and finally finishing in 10th place in the table to avoid the dreaded drop.
Now with a settled coaching structure in place headed by director of rugby Steve Diamond and with the bruising experiences of last season long behind him, in an exclusive two-part interview with MEN Sport rugby correspondent Neil Leigh, Kennedy opened up about the past, the present and what he believes the future holds for the club.
NL: Are you confident that the lessons of last season have been learned and digested?
BK: We believed we had it right in the summer of 2012 and then we lost the first seven league games and that, for any professional sports business that relies on results to survive, is catastrophic. It destroys the harmony of the place it tests the resolve of the management, the individual players. It makes people panic and it destroys morale but nobody could have foreseen that happening.
All the build up and preparation did not in any way shape or form forecast that was likely to happen. So it was literally a case of going back to he drawing board and trying to recover from a very difficult situation. That in itself creates a disturbed harmony so you go through various things just with a view to survive as it was all about survival. And whatever happened after those seven games, the end result is we survived.
To be fair, I was more removed last season than I ever have. I spent a ton of time in the States and elsewhere. I'm not saying that's the reason we had such a bad time on the field but I'm going to be a lot more involved this season by virtue of that a: I think its needs it and b: my son Jonny has now joined our board and he is constantly pestering me in terms of angles, ideas as Sale and rugby is his passion. He drags me into it by virtue of his own passion.
Looking ahead, I believe we have analysed carefully, almost forensically, where we went wrong, so we should be a lot better placed this season than we were last.
We are very hopeful and I am quietly confident we can deliver something a lot more interesting than last season but come and see me after the first seven games!
NL: In retrospect was there too much hype and expectation 12 months ago?
BK: For me it was justifiable hype. We were moving into a new phase. We brought back the first signing I ever made as a player in Bryan Redpath, who had a good record at Gloucester, as our director of rugby. We brought in some top class players, the pundits were predicting us to be in the top four and we moved into our new stadium at Salford.
But man makes his plans and God laughs. I think it was not without justification that we were so positive last summer but there was too much talk, albeit with all good intentions and with a view to trying to get people along to Salford to make the move work for us. But results always bring you back down to earth so perhaps it would be more sensible to keep our counsel this time around and let the results do the talking.
NL: What have you done differently this time round to avoid a repeat?
BK: Firstly, there will be many mistakes this season - there always are. Even in the season we won the Premiership in 2006 there were many things that were flawed but you can only play what's in front of you.
We have tweaked things by bringing Jonny on board. He's a contemporary of many of our players but he happens to have a good business brain. He has a great relationship with a lot of the players as well as with the coaches and Steve Diamond. So he's seen as a link between me and what's going on here at Carrington and an educated link at that as he played at Premiership level with Sale before retiring through injury.
He's been at the club since he was 17 and he's now on the board of directors and has also undertaken a players representative role.
Jonny Kennedy: Every few months we hold a players' liaison forum where I met up with senior players and discuss any issues, topics and how things are going. It adds to our armoury and is good to have that line of communication between the board and the players.
NL: What difference will having Jonny on the board make?
BK: He's in charge of our renewable wind farm business. Our group turns over £600m so there's a lot of responsibility in the businesses and Sale Sharks makes up just £7m or £8m of that. here Jonny has the respect of the management as Steve, Brush (Bryan Redpath) and Pete Anglesea all respect Jonny. He's played at the highest level but he's also smart enough not to usurp the management and ultimately they make decisions.
But where he has been of great value is in the recruitment process. Now we have a process where before a single player is recruited its recommended by the coaches, and the reasons for that recommendation. Jonny will research and analyse the player and then it's put to the board and then the board will sign it off.
So its a much tighter protocol in how we go about recruiting players and signing contracts.
The beauty of it is that Jonny has played with and against the majority of these players during his career at Under 16 and 18 level for England, Under 20s for Scotland and in the Premiership. Jonny gives the coaches an additional contemporary dimension to potential recruits.
And, lets face it, this is all about the players. If you have got the right players, and harmony that's what wins you games.
NL: Given all that went on last season and the traumas and upheaval the club went through are you still as committed and passionate as ever about Sale?
BK: Well if I wasn't, the club wouldn't be here... it wouldn't exist. The club needs regular contributions from its shareholders which are myself and Ian Blackhurst so by virtue of the fact we are still in existence that tells the story.
I still have a burning ambition for the club to get it up to a level where it can be financially self sufficient and compete in the top four of the Premiership. That's still my ambition and I will not rest until we can achieve that.
In the meantime if we struggle on the field we will just have to adapt and try and change things in order to be able to compete at the highest level.
But its still very much in our minds and plans to get Sale back to the quality of team we had when won the Premiership.
NL: How crucial was it that Sale retained their Premiership status?
BK: There's an old saying that there is more learned in defeat than in victory. The experience of last season has done us no harm other than me verging on cardiac arrest! But it was and is critical that we stay in the Premiership.
The problem is if you go down to the Championship is to look at a club like Leeds. They are probably going to be a Championship club going forward now. That fate could have happened to Sale - I'm not saying it would have but that is what is at stake.
If we had got relegated would it have been a case of keeping a Premiership budget and reinvesting for another year to get promotion or would it have been a case of doing a Leeds and cutting you cloth accordingly?
I'm not going to give the answer to that question as frankly I didn't want to even consider the answer to that question last season and I don't now.
I wanted to focus on staying in the Premiership and I'm still not considering the answer to the question as our objective is to play at the top half of the Premiership.
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On Monday: Brian Kennedy on whether moving to Salford City Stadium has been the right call, his views on Steve Diamond's role, Sale's future recruitment plans and whether the 2006 Premiership champions can ever reclaim their place amongst