With season-ticket sales at their lowest since the club moved to the Stadium of Light five years ago, the pressure is also on chairman Bob Murray and the club's plc to back Reid in the transfer market. Robbie Fowler, Andy Cole and Dwight Yorke have all been available during the last year, yet Reid, an admirer of all three strikers, was unable to enter the bidding because he knew he could not cope with their wage demands.