As Premier League clubs gear up for the new season the goings on at Sunderland have attracted my attention as the Black Cats are clearly aiming to shift the balance of power to the Stadium of Light in the battle of the North-East's big three.
For years the goings on at Wearside have been overshadowed by the antics of Newcastle and Middlesbrough who have passed the 'top dog' title between themselves.
However with the bundles of cash from chairman Niall Quinn and his consortium of backers behind boss Roy Keane they are making strides to build a squad capable of challenging their two main rivals and become the shining beacon of North-East football.
Pascal Chimbonda, Steed Malbranque and Teemu Tainio have arrived from Tottenham, El-Hadji Diouf has joined from Bolton, while Nick Colgan and David Meyler are the other new faces.
Keane says he is still looking for another striker after the disastrous injury picked up by Kenwyne Jones in Trinidad's friendly defeat against England back on June 1, while another two more signings could also be on board before August 16.
Keane is signing players with vast Premier League experience and quality as he bids to build on last season's first season survival mission and avoid the spectre of second-season syndrome which claimed Reading last term.
While it's a hive of activity at Sunderland, Newcastle fans have expressed disappointment at a summer of virtual inactivity in which Danny Guthrie and Jonas Guttierez have joined, while Fabricio Coloccini should also be on board before the new season starts.
However with Mark Viduka injured and Michael Owen missing the trip to Majorca due to mumps there are fears over the strength of the forward line at St James' Park, while Joey Barton's second chance and the role of Dennis Wise has also preoccupied the minds of the Toon Army.
So optimism over Wearside and a bit of gloom on Tyneside,
down on Teesside the Middlesbrough fans seem quite satisfied with the work of Gareth Southgate this close-season.
It is a big season for Southgate - his third since taking over from Steve McClaren - as he now has a squad which is virtually of his own making.
Only virtual unknown midfield duo Marvin Emnes and Didier Digard have joined, while Fabio Rochemback, George Boateng, Lee Dong-Gook and Lee Cattermole have been offloaded to balance the books.
Gone are the days of signing old pros with big names and wage demands looking for a final pay day to end their careers with. In are young, hungry players looking to prove they can cut the mustard in the Premier League with bags of enthusiasm on show.
Southgate is still looking for more additions to bolster his ranks, but feels his youthful squad has the pace and smatterings of experience to trouble sides going forward in a model he is clearly basing on Arsene Wenger's work at Arsenal. It has certainly caught the imagination of the Boro faithful who were fed up of the safety first negativity McClaren dished up for five years.
As for the final placings this coming season it is certain to be a close-run thing.
Newcastle will expect to be top dogs and the fitness of their strikers will determine if they will come out on top.
Sunderland have the potential to do it due to their new signings, but much will depend on how quickly they all bed in and start playing as a team.
Middlesbrough fans will be happy if their side can break into the top-10 next term and if that means they finish top of the North-East tree then that will be a bonus.

Written by Craig Smithson, a professional sports writer who blogs about football betting at Betfair.