Tenacity paid off for Sunderland last night as the club completed the £9 million transfer of Craig Gordon from Heart of Midlothian, establishing a British record fee for a goalkeeper. Three times this summer, Roy Keane had been rebuffed by the Scottish club, but, as many of his former midfield opponents would testify, capitulation is not part of the Irishman’s psyche.

Sunderland’s fourth bid — a fraction of which is dependent on appearances and other criteria — was deemed acceptable, as was a similar offer from Aston Villa. Yet, after a persuasive round of discussions with Keane on Monday, Gordon remained on Wearside, dispatching his representative to talk to Martin O’Neill, the Villa manager, who requires cover for the injured Thomas Sorensen.

Gordon watched Sunderland train yesterday before having a medical and agreeing personal terms. His signing of a five-year contract can be regarded as a significant coup for Keane, who was competing with an established top-flight club and a more experienced manager for the 24-year-old’s signature.

Capped on 23 occasions by Scotland, Gordon has previously been reported as a target for Manchester United, while his “presence and good handling” have been praised by Arsene Wenger, the Arsenal manager, who has long been an admirer. He came close to leaving Hearts during the January transfer window, when Fulham were among his suitors.

The fee easily eclipses the £7.8 million that Sir Alex Ferguson paid for Fabien Barthez in 2000; the previous record for a British goalkeeper was shared by Richard Wright and Chris Kirkland, who cost Arsenal and Liverpool, respectively, £6 million. While money spent does not guarantee points, the deal reinforces Keane’s contention that Sunderland have not returned to the Barclays Premier League to make up the numbers.

Their advances may have been rejected this summer by Leighton Baines, the former Wigan Athletic defender who signed for Everton yesterday, while Keane withdrew from the pursuit of David Nugent after the Preston North End forward delayed his decision — subsequently joining Portsmouth — but Niall Quinn, the chairman, sees merit in their assiduous approach.

“My message to our fans is that we haven’t jumped in when an agent has rung us with a fashionable player,” he said. “A lot of things have to fall right for someone to come to play at Sunderland. It’s been suggested people have turned us down, but it might be the other way around, as well. Character is important to us. The players showed it in abundance last season and if you’re not prepared to scrap, Roy Keane and Sunderland is not the place for you.”

Yet Quinn and his Drumaville consortium have also offered considerable backing to Keane, who has invested about £27 million since the club’s promotion from the Coca-Cola Championship last season. Sunderland remain in pursuit of Mido, the Tottenham Hotspur striker, and Andrew Cole, the Portsmouth forward.

Talks with Mido have been described as positive, although the Egypt player claims to have attracted renewed interest from Birmingham City and one other club, believed to be Fulham. In terms of wages, Sunderland’s expenditure remains modest and Quinn has reiterated his disquiet at some of the figures being mentioned at other clubs.

“The only people benefiting are players and agents,” Quinn said. “They are taking all the money out of the game and when people realise that, they will find out what the Premier League is all about.”