At the Black Cats, Bruce feels that, whatever he builds, he will be able to keep intact thanks to the financial backing of the American billionaire Ellis Short, who took control of the club just before he arrived as manager.
"I don't have to sell anymore, that's one of the big reasons why I came to Sunderland," he said. "We are trying to be a big club in the signings we've made. Of course, if it's really good business, everyone sells one now and again - Mr Wenger does it regularly [at Arsenal].
"Last Christmas I think there was a bid for Kenwyne Jones and they turned it down, which goes to show you. I came here not just because of a big crowd but because it has a big-club feel."