Manager Watch: After this transfer window, Allardyce has to deliver

Sam Allardyce Press Conference Disappointed 12/02/2014

The West Ham United boss has received huge backing in the transfer market this summer. But that will not come without its pressure.

The boos of disapproval aimed at manager Sam Allardyce last season seemed to grow louder and louder at Upton Park with every step taken towards Premier League safety. It was a strange situation.

Simply staying up, it appears, as Allardyce had done at first with Bolton Wanderers and then Blackburn Rovers, is frowned upon in East London. Instead, things have to be done the West Ham United way: with attacking, expansive football.

It's an admirable mantra in many respects, one that has rewarded Stoke City's appointment of Mark Hughes. In striving to play a 'better' brand of football, the Potters achieved their highest ever finish Premier League finish last term.

Back at West Ham, the problem for 59-year-old Allardyce this summer is that the Hammers' board feel exactly the same way as the fans. Why else would they invest so heavily in new players this transfer window?

Left-back Aaron Cresswell and midfielders Cheikhou Kouyate and Diego Poyet may plug gaps in West Ham's own half. The likes of Mauro Zarate and the incoming Enner Valencia, however, will force Allardyce to rethink his strategy going forward.

Indeed, the message from the West Ham chairmen appears to be: 'Sam, we paid a club-record fee to sign Andy Carroll and do things your way. Now, we're going to invest even more so that we can stay up and give the fans something to cheer about beyond avoiding relegation.'

And with David Gold and David Sullivan reportedly prepared to spend close to the club's record fee once again to sign Valencia, it seems that they truly mean business this summer.

Merely doing enough - and playing route one football - looks like it won't actually be enough for Allardyce again this term, especially after last season's close shave.

The time has come to deliver not just with results but with a brand of football and ambition that Upton Park can proudly associate itself with.

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