Football: Anton: We'll reap transfer rewards.

Byline: MARK DOUGLAS 

ROY Keane's decision to invest heavily in proven Premier League pedigree may not have borne fruit while he was manager, but Anton Ferdinand believes Sunderland will reap the rewards of his much-debated transfer policy during a crucial run of festive games.

The Black Cats begin a pivotal fortnight by entertaining West Brom at the Stadium of Light this afternoon with anything less than a first home victory in five games unthinkable against the Premier League's bottom side.

Sunderland follow the clash with the Baggies by travelling to Hull City before entertaining Blackburn Rovers on Boxing Day in a sequence of fixtures that has the potential to shape their stuttering season.

Ferdinand, who has been recalled to the team by caretaker Ricky Sbragia after losing his place in Keane's final game, admits that prospering over the festive period will require calmer heads than the Black Cats have so far exhibited in their home games.

And he has challenged his fellow summer signings to utilise their Premier League experience to help haul Sunderland out of the relegation dog fight in the run up to the New Year.

"I am sure myself and people involved with the club, the fans, the chairman, want us to get out of this situation as soon as possible, so it is a must-win game against West Brom," he admitted.

"But we have got the players to cope with the pressure. You look around at the training ground and the quality is there - the players Roy did buy are all players who have played over 100 games in the Premier League.

"That shows they have got experience at this level, and a lot of them are internationals, so they are experienced in big games. That is a good thing because we have got big games week in, week out at the moment.

"If you look at the fixtures you've got to say this a must-win game. But if the worst came to the worst and we didn't win the game, then it is not dead and buried. We are still not even halfway through the season yet and there are a lot of games and a long way to go."

On paper the visit of Tony Mowbray's shot-shy Baggies - who suffered a fresh blow this week when striker Ishmael Miller was ruled out for the season - represents the perfect chance for Sunderland to kick-start their campaign.

Bitter experience should prevent any complacency creeping into the Sunderland squad however, with the Black Cats already suffering defeats to limited Bolton and Portsmouth sides.

"Sometimes it is about using your head and leading by example. There are times when you have to put your foot in to lead by example, but there are times when you have got to put your foot on the ball to lead by example," he said.

"Not only that, it is the way you carry yourself on the pitch, making sure people are seeing you with your chest out and your head held high."