Steve Bruce has given up hope of signing Portsmouth's Peter Crouch despite the striker agreeing personal terms last week.
The Sunderland boss had been keen to sign the 28-year-old for a reported £12million with the player seemingly disillusioned with life on the South Coast.
Contrary to reports that stated talks had broken down due to the England international's excessive wage demands, Crouch actually agreed personal terms with the Wearside club.
However the former Liverpool man changed his mind, citing that he would prefer to remain in the South, with a move to either Tottenham or Fulham now on the cards.
"Naturally this is hugely disappointing for us as Peter was one of our primary targets," Bruce told the Black Cats' official website.
"I know he was impressed with the set up here when he came for talks, but it's simply a matter of geographical location and that's not something we can affect."
Other targetsDespite the snub Bruce remained upbeat and stated that the club would now turn to other options.
"What's pleasing however is that it shows the intent of the club going forward that we are trying to bring in players of his calibre, and we will continue to pursue other targets," he added.
"We have a number of irons in the fire at present and we will be looking to make several additions to our squad in the coming weeks."
Despite the interest Crouch may decide that his future lies with Pompey following Sulaiman Al Fahim's appointment as chairman on Tuesday.
Al Fahim's takeover should provide the club with the stability that Crouch felt was missing at the end of last season, with Paul Hart expected to be named as the club's new manager imminently.