Niall Quinn the chairman of newly promoted club Sunderland is carefully managing the finances of the latest English Premier League side. He refuses to put the club at risk by bowing to current inflated transfer fees. Given the yoyo form in recent years at the club this may prove a wise move.

£25 million has been made available to manager Roy Keane to strengthen the squad and secure Premiership survival. However, Quinn has voiced concerns regarding the ever growing transfer fees fuelled by increased media revenue and club takeovers. Niall Quinn and his Drumaville consortium took over the Wearsiders last summer and restructured the crippling £40 million debt. Today Sunderland are financially secure backed by sales of over 30,000 season tickets for their new campaign.

So far this summer Sunderland have splashed out only £4 million in their aim to secure survival amongst the elite in the English Premier League. Defenders Greg Halford and Russell Anderson have joined the ranks but the club have yet to secure a top class striker. Recent efforts have been hampered while homegrown talent continues to be snapped up for inflated prices.