With clubs set to collectively receive an increase of £500 million a year thanks to the new rights package, the Welshman says the pressure to survive is greater than everStoke City manager Tony Pulis says that it is vital his side stay in the Premier League this year due to the lucrative television deal set to start in the 2013-14 season.
A bumper package worth £3 billion for live domestic coverage has been agreed, while the rights for overseas broadcasters will bring the windfall up to in excess of £5 billion.
And, speaking to Yahoo, Pulis admitted that the prospective increase in revenue makes survival all the more important this campaign.
"In many respects, this year has been an especially pressured season because you just do not want to miss out on that enormous windfall, and for me especially because I have such a great relationship with the Coates family, Peter, John and Denise who have put so much money into the football club," he said.
"They are wonderful people who have done a wonderful job for the people of Stoke-on-Trent, so there has been some added pressure." to make sure we get over the line."
After four consecutive seasons in the top flight, not many would have the Potters down as potential relegation candidates, but Pulis is careful not to take anything for granted.
|IN A POT OF BOTHER|
|9/1||Fulham are 9/1 with William Hill to beat Stoke 2-0 this weekend|
"However, we remain very wary that you can fall flat on your face in this game. You have to stay on the front foot and you have to keep pushing forward."
Stoke have become renowned for their physical approach to the game but, while the Welshman believes his squad has improved, he sees no reason to change his philosophy.
"I think we’ve grown in terms of the quality of player that we have brought into the team – we don’t have as many rough edges now," he explained.
"We still try and play through the pitch as quickly as we can and we still try and back it up as quickly as we can - that will never change.
"We have a certain identity, we’ve tried to sign players who fit that identity and we mustn’t get away from that because it is an approach that has taken us so far and can take us even further."
For more insight from Tony Pulis and other leading managers plus exclusive Premier League highlights go to www.yahoo.co.uk/sport