Manchester United chief executive David Gill has ruled out any attempt to match Manchester City's surge to the top of the spending stakes.
City have forked out some astonishing sums already this summer and it is claimed they are willing to offer John Terry £250,000-a-week in a desperate bid to entice him north from Chelsea.
But Gill said: "It is highly unlikely that we would want to go to those levels."
He added: "We don't think it's necessary because we are looking to the medium and long term.
"United has been around since 1878 and our job is to make sure it is still around for many more years in a sensible fashion.
"That is by generating our own income. There will be ups and downs but, overall, we think that what we are doing is having a sustainable business model for the long-term."
Gill has no interest in attempting to match City, or Real Madrid, the summer's other colossal spenders, for that matter.
With City, the motive is fairly obvious. Mega-rich owners wanting to make a big impact. At the Bernabeu, Gill senses a flaw.
"I don't understand the economics of what Real Madrid are doing," said Gill.
"Their turnover is not materially different to ours so I am not quite sure how they can make the profits to justify the salaries. It's none of my business I suppose but I don't think they can."