Latics' Chairman Simon Corney described the FA Cup with Budweiser, fourth-round victory against Liverpool as probably the best result for him in almost 10 years at the club.
He even believed it eclipsed victories against Manchester City and Everton.
Mr Corney (pictured) said: "I would say it is probably the best as we were at home and also against the biggest club we have played and knocked out.
"We deserved to win and weren't lucky as we scored three goals.
"Matt Smith was tremendous as was everybody. Nobody had a bad game so it is up with my best moment."
More important than the financial boost the cup run has provided, Mr Corney added it keeps alive the season.
He continued: "Rather than talking about relegation the whole time, it is a massive lift for the club and for the town.
"The finances are handy but we would have got through the season with or without the cup run. Now we get through it easier."
While Mr Corney was delighted, his thoughts were with others.
He said: "It was fantastic, not just for me but also for the fans, everybody who works at the club and also for the town.
"The place was rocking and I have no doubt the atmosphere gave the players a lift."
Mr Corney added that the performance against the Premier League giants also frustrated him.
He continued: "At the same time I told the manager it is frustrating that the players proved they are good enough.
"I am not saying necessarily to play like that level week in, week out but certainly to a much higher level than we have been."