Former Newcastle United goalkeeper Pavel Srnicek has called for the club to aim higher than just attempting to avoid relegation next season.
Alan Pardew's side were engaged in a fierce battle against the drop for much of the 2012-13 campaign, only securing safety with a win over already relegated QPR on the penultimate day of the season.
And Srnicek, who was part of a Newcastle team that secured four consecutive top-six finishes in the top flight between 1993 and 1997, believes the fans deserve more.
"I just wish that the club would push themselves a little bit further," he told The Chronicle.
"It is big enough and there are enough fans to expect to challenge Man United again, plus the likes of Liverpool, Arsenal and Chelsea.
"It is sad really. Since I left Newcastle I have always followed them. It will always be my favourite club. I always wish them well and hope they will do something good.
"But last season wasn't so good. They were still battling against relegation in the penultimate game, so that shows you.
"And only a couple of years ago they were back in the old Second Division or the Championship or whatever you want to call it. It wasn't the Premier League.
"I know financial times have changed. But if you want to compete with the top four clubs you have to have a chairman with money who is willing to put the money into the team and the business."
The 45-year-old did admit that the club would need to invest significantly if they are to emerge from their current rut.
"You don't just want to see Newcastle reach a certain level and be happy with that," he added.
"That's not what Newcastle United's ambition should be. You look at Manchester City and how much they have spent and it shows that if you don't spend, you will never compete with the best.
"If you want to compete with the best, you have to buy the best. It's as simple as that.”