Sunderland chairman Niall Quinn believes manager Roy Keane's summer spending of £35million has been justified.
The Premier League newcomers were among the top flight's biggest spenders ahead of the new season as Keane brought in 12 new players to the squad.
A British record £9million was spent on goalkeeper Craig Gordon, £6million on striker Kenwyne Jones, £5.5million for Manchester United winger Kieran Richardson and £5million for Michael Chopra as Keane prepared for his debut campaign as a Premier League boss.
Keane has been accused of paying over the odds for some of the new players, of which many are lesser known names at the top level.
The Black Cats have been beaten in their last four games following a promising start but Quinn has no doubts over his support of the manager.
"We back our manager - we believe in him and we are prepared to fund that belief," Quinn told the Sunderland Echo.
"The big mistake that happens in football is where signings are made for headlines and season tickets and then football is in there somewhere.
"At this club, football comes first in everything.
"If Roy Keane fancies a lesser-known player in favour of a ritzy-glitzy player, then that is the player I will go for every time.
"The higher you go, the more difficult things are to achieve. That's because we haven't been hanging around the top of the Premier League attracting players for the last few years.
"We are playing catch-up again in a way, but we think that the idea of Roy Keane coming up and developing a career in front of 48,000 fans every week is a big thing.
"Players in general get stick for always just going where the money is. But I think sometimes we do them a disservice.
"There are some great players out there who know what the best football clubs are about, and we wanted players coming here who wanted to wear this particular jersey with pride.
"Roy stands for something and people in football know that, especially after last season."
Meanwhile, new signing Andy Cole picked up a calf injury whilst playing for 65 minutes in the reserves game against Everton on Tuesday.
Keane hopes the 35-year-old will be fit in time to face Reading at the Stadium of Light next Saturday.
"I'm hoping Coley and a few of the others will be back training next week and in contention for Reading," Keane told the club's website.