Paolo di Canio is demanding Sunderland players 'honour the shirt'.
The fiery Italian, who has taken over from Martin Oâ€™Neill with only seven games to go, inherits a club in the middle of a relegation dogfight.
He told the club's TV channel: "We want to make people enjoy and be proud of the way we are going to play our game. You can win, you can lose or you can draw, but it depends how it happens.
"We have to honour the shirt every time and walk from the field not only full of sweat, but full of blood if you know what I mean.
"Thatâ€™s crucial. It was my philosophy as a player and I want to deliver it as an ex-footballer and a manager.
"Thatâ€™s my message to the players."