FEW football clubs pull together as effectively as Sunderland, and after a series of talk ins aimed at cementing the bonds that unite the club to its community, Niall Quinn tells Chief Sports Writer Scott Wilson why the Black Cats are moving on together.

ASK Niall Quinn for his favourite memory of the current campaign, and you might expect him to pick out last November's 3-0 win at Chelsea.

What about the early-season home win over Manchester City or the acquisition of Champions League winner Sulley Muntari, a loan signing that confirmed Sunderland's ability to compete in the upper echelons of the global transfer market?

Quick as a flash though, the Black Cats chairman selects something else.

With the greatest of respect to those involved at Sedgefield Racecourse, a day out at the County Durham venue is not most people's idea of a stellar sporting experience.

Yet when Sunderland's first-team squad pooled their bonuses to pay for all 230 permanent members of the club's staff to enjoy a corporate day out at the races last month, the event became rather more than the sum of its parts.

Plenty of football clubs extol the benefits of working together for a common goal - few put the theory into practice as effectively as Sunderland.

"That was a lovely moment," said Quinn, whose willingness to embark on a series of fans' roadshows reflects his deeply-held belief that Sunderland Football Club is more than simply 11 players chasing a ball at the Stadium of Light. "Through thick and thin, and the highs and lows of being involved in a football club, occasionally something hits you and gives you a good feeling.

"Speaking to the staff on the Monday after the event, they were fighting each other to talk about it. 230 members of staff, six double deckers and the players' idea totally.

"The players have been going round the offices to meet everyone and see what they do, and it was Bardo (Phil Bardsley) and Bolo (Zenden) who said, 'Wow, these guys are working their backsides off for the club - let's do something for them'.

"They came up with it, and may do it again. That stuff just doesn't happen. It is refreshing. We are all on the journey and aligned.

"The board stayed away. Titus (Bramble) and (Lee) Cattermole had a winner, and they didn't have enough money in the Tote machines to pay them! But the players funded the whole lot.

"To see people like Muntari and (Stephane) Sessegnon join in and be part of the banter was great. Sometimes, you fear a journeyman will lurk up, take your money, and then head off when we make transfers. But one of Steve's (Bruce) biggest strengths is spotting a player's character."

Together on the field, and every bit as close off it, Sunderland's hierarchy are determined that unity will be one of the club's biggest strengths.

Quinn enjoys a close working relationship with owner Ellis Short, who remains committed to the Black Cats' long-term evolution despite the detrimental impact to his own pocket.

Quinn is also a vital bridge between the board and Sunderland's supporters, a link that is not apparent at most other Premier League clubs.

And the Irishman works closely with Bruce, even if he is at pains to stress that their relationship is a working one based on mutual respect rather than a personal friendship.

"Believe it or not, we ain't as close as you might think," said Quinn. "I didn't like him as a player, and it's not all big pals together! But I think him, more than anybody who was linked to the job, understands what I think about this club and what's required to get every component working. I don't have to discuss that with him.

"He knows it, he sees the same thing as I do. It works well from that point of view. He understands the predicament of the finances and that it can't all be about giving Steve Bruce what he wants.

"So there's give and take on both sides. But he also understands that, because I'm a football person, there's no knee-jerk reaction whatever happens here. It would have to be a long sustained period when the dogs in the street would know that he wasn't the right man, you know."

That remains some way off, and to underline his support for Bruce, Quinn is already working behind-the-scenes to turn his manager's dream of signing Muntari permanently into a reality.

"Steve has more or less said he'd love it to happen," said Quinn. "It's a big one for us, massive. It may not have the fee that (Asamoah) Gyan did, but in terms of bringing a player from Milan, everything about it, the wages, the stuff like that, it's a sign that we're going the right way. Let's just see."

And with preparations for the summer already taking shape, Quinn is also planning to meet Bruce to discuss his manager's plans for John Mensah, whose latest loan deal will end in June.

"Johnny is one you to have to asses each time a season comes to an end," he said. "We need to look at the games he's played and what shape he is in.

"Pre-season didn't happen for him last time around because of the World Cup. He's done fairly well in terms of injuries, not perfect but we'll evaluate it at the end of the season. He also has to be happy here."