Basle president Bernhard Heusler has urged the club's supporters to shake off the disappointment of their Champions League exit and hope for Europa League glory.
The Swiss side were dumped out of the more illustrious competition in the play-offs by emerging Romanian outfit Cluj, and will have to make do instead with the runners-up prize.
They launch their Group G campaign against Sporting Lisbon in Portugal tomorrow night with the recriminations ongoing back at home.
on Thursday night, Heusler insists that, despite the disappointment of not rubbing shoulders with the likes of Real Madrid, Barcelona and Manchester United once again, there is plenty to look forward to.
He told www.bazonline.ch: "If this is not satisfied, then criticism is loud. You just have to live with it.
"The pendulum has swung to both sides very quickly and strongly. If successful, heroes are born and losing is seen as failure.
"We must remember we are in competition with Marseille, Atletico Madrid, Liverpool and Tottenham. It would be a shame if we judged that as unworthy of us."
It will be the fifth time Sporting and Basle have met in as many years, and history suggests the Swiss outfit will do well to get off to a positive start.
The Portuguese side have won all four previous encounters and are yet to concede a single goal.
Sporting have won each of their last nine European games at the José Alvalade Stadium and are unbeaten in 13 on their own ground.
Basle coach Heiko Vogel, who never played professionally, will attempt to come up with a plan to end that run as his side looks to launch a fresh European adventure.