Stoke City football chief John Rudge is eager to avoid big expectations from fans for next season.

Rudge is asking supporters not to raise their expectancy levels too high ahead of a third term in the big time.

"It's easy for people to look at the last couple of seasons and maybe expect a little bit more this time because of how well we have done," he told Stoke's website.

"We've had two great years in the Premier League and done a lot better than many people believed we would do. It has been a great achievement for us, both on and off the pitch because we have taken the Club on to another level.

"Now we have got to make sure that continues while not allowing ourselves to become complacent. Obviously we need to try and keep improving, but that will be difficult because when you look at the teams who are above us it is hard to break them up.

"Expectations undoubtedly get a little bit higher, and supporters will be looking at whether we can get into Europe and things like that. Obviously that is what we are aspiring to achieve, like Fulham have done, but for that to happen you need to build solid foundations and do things the right way - which is exactly what we are doing here."