Former Blackburn Rovers defender David May says it's time for the club's owners to put their money where their mouth is.
May, who made more than 100 appearances for Rovers between 1988 to 1994, has applauded their ambitions but admits they now have to deliver on their brave words.
He told the Lancashire Telegraph: "They came in all singing and all dancing and yet nothing they have said has come to fruition yet.
"They must look at themselves, look at what they have said, so that come August Steve Kean has got the squad he needs to make sure they are capable of climbing the table and then achieving what they said they will achieve.
"The problem is new owners come into a football club and they see it as their toy. They want to play with it and why not, after all it is their money.
"Have ambitions, there is nothing wrong with that, but you need to walk before you can run.
"They have been bold enough to predict such great things for Blackburn Rovers that they now have to put their money where their mouth is.
"Football is a strange game and they must realise it is not easy running a football club.
"They must realise Steve Kean needs money to spend in the summer if they are to deliver all their grand promises."