Coates: Don't get used to spending
Stoke chairman Peter Coates is not keen on splashing out £20million in every transfer window but accepts occasionally it is necessary for the club to progress.
The Potters signed Tottenham duo Peter Crouch and Wilson Palacios and Birmingham's Cameron Jerome in a last-minute spending spree on deadline day.
"The football club cannot do these things alone. It relies on us to put money in to make it happen," Coates told the Sentinel. "I'm not sure I want to see it (spending £20million in one go) often either."
He added: "It isn't our wish that this should continue. We want to progress the club, of course, but we also want it to play at the highest level and be self-sufficient at the same time.
"That is the long-term objective and we are working towards that.
"But it is a balancing act all of the time because you get extra income from doing better as a club."
The money spent on deadline day can be offset slightly against the free transfers of Jonathan Woodgate and Matthew Upson earlier in the summer, meaning manager Tony Pulis effectively signed five players for a total of £20million.
Pulis knew he needed to vary and deepen his squad with a Europa League campaign to contest this season alongside his quest to better finishes of 13th, 11th and 12th since their return to the top flight.
Coates said it was a demonstration of Stoke's progress that they could attract the calibre of player they had.
"It is quite clear we can get good players into Stoke," he said. "It is a measure of how far we have come and a measure of the club's status in the game."