Peter Coates provided backing for several signings in August but says he does not want to do the same again, as he hopes club can be self-sufficient while being competitiveStoke City chairman Peter Coates has told supporters that they should not be expecting a repeat of this summer's activity in future transfer windows.
Last season's FA Cup runners up spent over £20 million on deadline day as they secured the signings of Tottenham duo Peter Crouch and Wilson Palacios, and added Cameron Jerome from Birmingham.
Those signings followed Bosman deals for experienced defenders Jonathan Woodgate and Matthew Upson as Tony Pulis strengthened his Europa League-competing squad, but Coates is not overly keen on providing further cash injections.
He told The Sentinel: "The football club cannot do these things alone. It relies on us to put money in to make it happen.
"I'm not sure I want to see it often either.
"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 arrivals of Woodgate, Palacios and Crouch in particular have been well received by the club's supporters, and Coates feels those deals prove that Stoke are on the up in their fourth consecutive season in the top flight.
"It is quite clear we can get good players into Stoke," he continued.
"It is a measure of how far we have come and a measure of the club's status in the game.
"But football is not an exact science, it's an unpredictable business.
"When you have made such a huge investment you just hope it's going to work for you.
"There are never any guarantees, but we do think we have made some good signings."
Stoke are unbeaten so far this season, having held Chelsea at home on the opening day of the Premier League before pinching a late draw at Norwich and picking up their first three points of the term at West Brom last weekend.
They have also seen off Hajduk Split and FC Thun to qualify for the group stages of the Europa League.