Hull City manager Steve Bruce has appealed to the club's fans to end their opposition to owner Assem Allam's plans to change the club's name to the Hull Tigers.
Allam again angered Hull supporters this week by pledging to walk away if his controversial 'Hull Tigers' rebranding plan is not approved by the Football Association.
But Bruce says the fact that Allam has sanctioned the signings of strikers Nikica Jelavic and Shane Long underlines his long-term ambitions for the Premier League club.
Bruce said: "It's disappointing in the week where we should all be hailing the chairman and the work he's done that we're talking about something that will hopefully go away.
"I don't think it will for the time being but hopefully it will. For all his doubters I think this week has proved what the club actually means to him. He doesn't have to make any more statements than what he has just done.
"The most important thing for me is the two players we are bringing in to wear the shirt, who will significantly add to the squad and make us better and bigger and hopefully keep us in this division for the next few years at least."
Bruce's priority in the transfer window was to increase his side's goal threat, with his current batch of strikers far from prolific.
On-loan Sunderland man Danny Graham has found the net just once, as has the injured Sone Aluko, with summer recruit Yannick Sagbo netting twice.
Despite being on the lookout, Bruce was surprised at the quality of player he has been able to bring to the club.
"It's been no secret that even last year we got promoted with a top scorer on nine goals," he said.
"It's always been something that if and when the right person became available could we get them? With the start we've had we've been able to get someone in Jelavic who 12 months ago wouldn't have been possible.
"We've got players who are willing to do all sorts but not really be a goalscorer, so when the chance came to get him we've acted.
"Thankfully he has chosen us after a few long discussions, I have to say. It's an excellent signing for us.
"As I've said repeatedly in January good players don't become available that often."
Sky Sports brings you closer to the sport you love in 2014 with live sporting coverage from the Barclays Premier League, UEFA Champions League, Formula 1, Super League, The Masters, Ryder Cup and much more. Click here to find out more about how you can upgrade to Sky Sports.