Sunderland owner Ellis Short wants to be 'well within the top ten' in the Premier League as the club target continual progress and summer signings to improve
Sunderland finished 13th last season after changing managers from Steve Bruce to Martin O'Neill.
O'Neill and American tycoon Short have been discussing potential transfer targets but the owner insists they will not sign players just for the sake for it.
He said: "He [O'Neill] and I have been talking all summer long about what we are going to do.
"The fans have a pretty good idea of what we need to do and everybody has a pretty good idea of what we need to do, so now Martin is looking at specific players that we might want, and then there will be a lot of work and then trying to get those players here.
"But we don't want to sign players just for the sake of signing them, or because it feels like they are inexpensive for some reason.
"We want to identify players who are good and who will definitely improve us, and try to bring them in."
He added: "There is a lot of pressure, not just to stay in the Premier League but to improve.
"We are not happy with finishing 13th, we are not happy at all but we realise that you need steady progress, you need continual progress.
"You don't want to finish seventh twice in a row and get relegated the next season, which has happened in the past.
"We do feel like now with Martin and with the progress we have made, we are well-positioned.
"We want to be well within the top ten - we certainly can't promise that but we are not happy with where we are and we do want to continue to improve, and yes, there is huge pressure to do so, both from the fans and their expectations and also just from the sheer size of the economics that are involved in the Premier League."
To that end, Sunderland on Monday announced an innovative sponsorship deal with Invest for Africa, an organisation backed by oil giant Tullow Oil which aims to promote business opportunities on the continent.
The Black Cats hope the partnership will open up a vast new fan-base and help them to maximise new revenue streams.
Short said: "If we can become a very popular team on that continent, it's probably better than being the 100th most popular team in the richest economy in the world.
"We want to be well within the top 10 - we certainly can't promise that, but we are not happy with where we are and we do want to continue to improve."
- Sunderland Unveil New Kit - And New Sponsor
- Ji Dong-Won Gets Olympic Call-Up
- Transfer Talk: Bendtner Considering Options
- Darren Holloway: Sessegnon Leaving Would Be A Disaster
Where will Sunderland finish next season?
More from Sunderland AFC
- Sunderland Head Coach Paolo Di Canio Happy With Transfer Team Effort
- Former Sunderland Midfielder Claudio Reyna Named Director Of Football At New York City Football Club
- Sunderland End Of Season Stat Attack: SAFC Had Premier League's Most Accurate Finisher
- Transfer Talk: Reported Sunderland Target Mbokani Hoping For Premier League Move
- PFA Warning For Sunderland Boss Paolo Di Canio After Players' Complaint
- Tyne And Wear Football Team Of The Season: What Do You Think?
- Have Your Say: Sunderland AFC Fans' Survey 2013
- 'Psycho Drama Queen': Phil Bardsley's Girlfriend's Twitter Attack On SAFC Boss Di Canio
Related tags: Sport
- LV= County Championship Durham CCC v Middlesex CCC: Day One
- Newcastle United No To Signing Andy Carroll
- Newcastle End Of Season Stat Attack: NUFC Had Worst Defence And Dirtiest Player
- Sky Sources: West Ham And Liverpool Agree Fee For Andy Carroll
- Have Your Say: Newcastle United Fans' Survey 2013
- Sunderland Boss Di Canio Criticises Phil Bardsley Over Casino Pictures
- Transfer Talk: Sunderland In For Striker Charlie Austin?
- Newcastle 0 - 1 Arsenal: Final Day Defeat As Steve Harper Says Goodbye
Related tags: Football
Related tags: Sunderland
- Transfer Talk: Sunderland May Miss Out On Danny Rose
- Spurs 1 - 0 Sunderland: Bale Brilliance Sinks Paolo Di Canio's Side
- Paolo Di Canio: Sunderland Would Have Gone Down Without Me
- Transfer Talk: Simon Mignolet's Agent Rubbishes Talk Of A Move
- Tottenham Hotspur v Sunderland Preview: SAFC To Play With 'Dignity'
- Paolo Di Canio Fires Holiday Threat At Sunderland Squad