Since completing the purchase of the club, Ashley has announced that he planned to sell the club on three occasions. The first occurred after fan protests over the resignation of Kevin Keegan on 14 September 2008, when Ashley stated, "I have listened to you. You want me out. That is what I am now trying to do." However, he took it off the market on 28 December 2008 after being unable to find a buyer. On 31 May 2009, it was reported that Ashley was attempting to sell the club again. On 8 June 2009, Ashley confirmed that the club was up for sale at an asking price of £100 million. By the end of August 2009, the club was back off the market. On 16 October 2017, Newcastle United announced that Ashley had once again put the club up for sale, reporting that he hoped that a deal could be concluded by Christmas 2017.