With the club capable of finishing between 10th and 17th depending on results, the Potters supremo says that the game at St Mary's Stadium could have a significant result on their transfer funds this summer, with a gap of £5 million between the two extreme positions.
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"Every game is important but this one shows just how important, financially, and professional players should always turn up with the right attitude."
With Michael Owen retiring and Cameron Jerome and Kenwyne Jones both likely to be sold, manager Tony Pulis is on the lookout for a new striker and spent Sunday evening watching Real Sociedad face Granada, reportedly scouting Imanol Agirretxe and Carlos Vela.
Coates has invested around £90 million since his arrival at the club but is hoping that they can earn their own summer funds by avoiding a repeat of their 2010-11 season closer, when a 1-0 defeat to Wigan saw them miss out on significant sums.
"I can certainly remember the Wigan game," the chairman recalled. "That cost us a huge amount of money, about £2.5m, I think. I certainly hope we don't do the same on Sunday."