NIALL QUINN last night claimed Roy Keane can ensure Sunderland will no longer be left behind in the transfer market by suggesting the Irishman is back where he belongs - in the Premiership.

The Black Cats have already signed Greg Halford and they hope to conclude the signing of Preston striker David Nugent on his return from the European Under-21s Championships, despite Portsmouth's late attempt to out-bid the Wearsiders.

Yesterday's development that accomplished Bolton goalkeeper Jussi Jaaskelainen has rejected the latest contract offer at the Reebok Stadium also means the Finn has taken a step closer to moving to the Stadium of Light.

And the transfer dealings Quinn is overseeing on Wearside are a far cry from the days when he was a Sunderland player, when former boss Peter Reid and ex-chairman Bob Murray struggled to attract top names to the North-East.

Even when Sunderland were at their peak under the previous regime, Reid struggled to convince the likes of Zlatan Ibrahimovic, Eidur Gudjohnsen and Robbie Keane to uproot and sign for the Black Cats.

And, without trying to be disrespectful to his former manager, Quinn is already finding that having Keane in charge of team affairs has led to transfer targets being more receptive to the club's overtures.

"Roy Keane's presence as manager would perhaps be the bit that might not have been around over the last few years which would make it look and feel differently," said Quinn.

"If we are showing off our wares to prospective signings and showing them round the ground and the training facilities, if you throw in the fan base and throw in the fact Roy has brought the whole thing to life, then we feel we are in a much better position than Mick [McCarthy] or Peter were towards the end of their time.

"That is something that remains to be seen but Roy Keane doesn't just earn his corn on the training ground. He will earn his corn in persuading players that this is the place to come to.

"He is getting help behind the scenes from the board and what have you. There is lot of stuff in play at the moment in terms of potential signings. We feel Roy Keane is a big factor in all this."

With the obvious hectic recruitment process, supporters have clearly been persuaded to turn out in force. Season ticket sales have edged up towards 30,000 and there are hopes the club record sale of 35,000 season tickets will be topped.

Given Sunderland's second home fixture of the season will be against Liverpool on August 25, the football fever gripping the city is expected to continue with the more signings that are drafted in.

And seeing Keane rub shoulders with Rafael Benitez, Jose Mourinho and Sir Alex Ferguson is a prospect Quinn admits the whole club are excited about.

"One of the features that seemed to catch a lot of people by surprise, but was no surprise to me, was Roy's methodical manner, his management and his public persona," said his old Republic of Ireland team-mate. "He looks so professional, so class, that I don't have any worries. He will be compelling.

"He will add something extra to the Premiership. I don't think he will slot in behind people and try to be somebody else. He will be himself. He is very much his own man and will add greatly to the appeal of the Premiership."

Given how Keane has already targeted 22-year-olds Nugent and Halford, he has shown a determination to bring in new faces that are as much for the future as now.

And Quinn - suggesting Sunderland will not sign big names for the sake of it - expects more of the same to follow

"Everyone knows David Nugent is on an upward curve and his career is going well," said the chairman, with Keane in Holland last night to watch the Preston striker play for England Under-21s. "I was dismayed at some of the mistakes clubs made when it came to signings.

"We are going to make mistakes, don't get me wrong, but I'd like to think our signings won't be out-and-out gambles as a lot of clubs have done over the years.

"There are other players we are making progress with. We are in a similar situation - a little bit early for anything to be breaking. Roy decides the type of player he wants. Look at the type of player who would fit into his type of team. Would a slow 37-year-old fit into the way we play? I don't think so.

"When we were in full fettle we were playing with such pace and swiftness that I was obviously what sort of player excites Roy. Every so often you need experience but people should not get past the fact that what the club needs. It doesn't just need big signings to flex its muscles in the footballing world, it needs to be doing it for the benefit of the team."