Stoke City chairman Peter Coates is convinced by manager Mark Hughes' ambition.
Hughes penned new terms to 2019 on Friday.
Coates says his new brief is to keep the club improving year on year.
He said: "He wants to get better and we want to get better and we will work together to make that happen.
"There is a feel-good factor at the club and we are already seeing that in the sales of season tickets."