Sheffield Wednesday's signing of Steven Fletcher from Sunderland this summer underlines their ambition to make it back to the Premier League.
That's the view of former manager and Sky Sports pundit Ian Holloway, who has been offering his views on the Championship as the big kick-off nears.
Speaking on Sky Sports News HQ, Holloway praised Wednesday's transfer activity, adding to those players already brought in last season, a campaign in which the ex-Blackpool and Crystal Palace manager was hugely impressed by the Owls and their head coach Carlos Carvalhal.
"I think Fletcher (is a good signing)," said Holloway. "I think he's got some more seasons in the top flight. I think he's a big signing for Sheffield Wednesday.
"Sheffield Wedneday keep proving to me that they want to be a real, big club again. They had a great season last year, for me it was a free season a free shot because no one expected it maybe apart from themselves.
"I'll never forget the play off final where they lost and they stayed and applauded the other team, that's what football should be about. Fletcher can add to the riches they've already got. I think Hooper is a fantastic player, Forestieri in behind that, Barry Bannan was a sensation last year, so they're getting stronger and stronger.
"I have to say I can't wait to listen to their manager's next two interviews. He talks about his team, he talks about what he's teaching them, I find him fascinating."