THERE was a typical Roy Keane moment yesterday when he described how the most lucrative sponsorship deal in the history of Sunderland Football Club was the latest indication that things are being done properly on Wearside.

Having Boylessports.com emblazoned on Umbro-manufactured Black Cats shirts next season could end up with around £10m being ploughed back into Keane's squad.

And, despite showing a willingness to be prudent in his spending since taking charge last August, it is the strengthening of his playing staff that the Sunderland boss is ultimately concerned with.

A victory over QPR tomorrow will extend their unbeaten run in the Championship to 17 matches, which will be the first time a Sunderland team have gone on such a run since Peter Reid's record breaking promotion campaign of 1999. It could also improve the five point gap which exists between themselves and the play-off zone.

The hope is that promotion can be achieved as quickly as possible, hoping for their fate to have been sealed before the final game at Luton Town on May 6.

"You have to have hope and belief. We have a great team, no a very good team, sorry we are not great yet," said Keane, quickly back-stepping in the cautious way everyone on Wearside has become accustomed to.

"We wanted to get bigger attendances, sponsorship and they are all falling into place. You have got to have hope in life and the best days are ahead after a difficult few years.

"The club is making progress and no one is taking their eye off the ball. That is where I am happiest. Niall Quinn and the board have worked hard. People want to be associated with winners and that is what we want to be known as."

Quinn has promised to back Keane in the transfer market, regardless of whether or not Sunderland are playing in the Premiership next season.

A failure to win promotion would mean around £10m spent on new players, and upwards of £30m could be made available if a top-flight place is secured.

Keane, though, remains only concerned with the men he has at his disposal and is determined not to look too far ahead.

"All of the players are happy. The job is to make them happy," he said. "They work as a team and have been different class. Every player celebrates together. We have a winning team, not individuals. When lads have not been happy it has been simple we have sold them."