Steve Bruce has reassured Sunderland fans that the Newcastle United manager's job has never been his dream.
Northumberland-born coach Bruce has been linked with the position at St James' Park on several occasions in the past.
But this week he was announced as the new Black Cats boss, and Bruce has insisted he never considered taking over at their bitter North East rivals.
The former Wigan boss told the Sunderland Echo: "Managing Newcastle has never been my dream as a boss.
"I'm in football management now and I look for the right job more than anything else.
"And this opportunity at Sunderland has got everything I want - the infrastructure, the fan-base, an ambitious chairman and an ambitious new owner.
"I don't need anything else - I've got everything here. Everything you look for as an ambitious manager is here at Sunderland.
"It's a big club with a big history, a long tradition, and the potential to really go places.
"All the off-field components are there, and we need to build a team now to really take things forward."