Chairman Niall Quinn has rejected claims that Sunderland's transfer policy is unsustainable amid speculation linking the club with a host of top players from across Europe.
The Black Cats are expected to complete a £6million move for Preston North End striker David Nugent in the coming days.
Meanwhile, the likes of Villarreal striker Diego Forlan, Jussi Jaaskelainen of Bolton Wanderers and Manchester United's Alan Smith have all been mentioned as possible summer transfer targets.
But, despite claims the Black Cats are looking beyond their current means, Quinn is happy the long-term future of the club is in safe hands.
"We don't think we are punching above the club's weight in taking the approach we have in appointing Roy (Keane) and being ambitious with the players we are looking to sign," he told the Sunderland Echo.
"And we believe that the club will sustain our approach over a period of time. We can't say it will - that's the gamble.
"But that's our hope, our aim and we want the rest of the footballing world to sit up and say 'hey, this is a big club and now it's awake'.
"You can't get a reaction like that just by hoping. We believe in Roy and we are prepared to fund that belief.
"But other clubs are doing that too, which makes it all very interesting, and that's why the game of football is as great as it is.
"There's a lot of new money coming into the Premiership, new owners and that means that there's more than just the top four for us to compete against. It's all there to be played for.
"But we feel we are at a club that can be so big that it is right for us to do this, to look to be ambitious in the transfer market."