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Sunderland chairman Niall Quinn claims it is imperative the Black Cats always maintain a strong bond with their supporters.Quinn, whose Drumaville consortium took control of the club last year, is fully aware of the importance of the club in the lives of the people of the region.

And the Black Cats supremo wants his players to be equally appreciative of the responsibility they have to the local community, which goes far beyond their performances on the pitch.

Quinn told The Times: "Our players need to know what Sunderland means. As Roy (Keane) said so memorably, some may rather be in London, shopping with the wife, but others choose to come here and lift the place.

"We can't force players to buy into that - it's got to be their decision - but it's not all about winning games. It's about showing a desire and an understanding that they're playing for the region, not just themselves.

"The game is going global, away from the fans who live in the locality of their club. It's vital, certainly to a club like ours, to stay in touch with that fanbase.

"We can't sit back and be blasé. We've won one trophy since the war. We've got to do more than just play games in front of them on Saturdays."

Sunderland roared to the Championship title under Keane last season, but have found life back in the Premier League tougher and are currently one point above the drop zone having won just two of their nine games.

Quinn remains confident they will retain the backing of the fans, provided they continue with their inclusive approach to the game.

He added: "People know this process is going to be hard, but we're happy with our signings and, please God, the finance will be there to add more.

"As long as people see us trying to do things the right way, being open and honest, they'll stay with us."