Sullivan expressed his admiration for West Brom chairman Jeremy Peace after the Baggies refused to be held to ransom by Peter Odemwingie, who was demanding a move to QPR.
He said: "His player, Peter Odemwingie, drove down to QPR and was actively trying to force a transfer, but Mr Peace refused to cave in. He held his ground. He would not be bullied.
"You cannot give in to players like this. It is the same as giving in to ***** or kidnappers. If you pay the ransom, they will only come back for more.
"Consequently, Mr Peace has done a great service to football."