EDDIE Howe remains cautious over the sustainability of present day transfer deals at the top level, but admits "you have to go with it” to compete in the Premier League.

The Cherries manager, whose side start their campaign in the top flight at West Brom today (3pm), admitted while “everything has just gone through the roof” with regards to money spent, it has become par for the course at the top table.

Cherries shelled out £20million on Nathan Ake in June, shattering their club record for the fourth time in two years.

Tyrone Mings set the tone when he joined for £8m from Ipswich just weeks after the club had won promotion in June 2015.

Benik Afobe’s £10m move from Wolves in January 2016 eclipsed that before Jordon Ibe’s reported £15m signing from Liverpool also set a new benchmark.

Howe told the Daily Echo: “When you compare it to other things around the world and other industries, it’s crazy.

“The fees, the figures, the money. It is absolutely crazy what has happened to the market since I started in management.

“Everything has just gone through the roof in terms of the money you have to pay but it’s the same for everybody.

“I just hope that it’s sustainable for the future of football. I just hope there is not a nasty bump in the road ahead that no one foresees coming. That would be devastating for everybody and, most importantly, the football supporters.”

Cherries’ recent additions are a far cry from Howe’s first spell in charge when the club was under a rolling transfer embargo which prevented him from making any permanent additions between February 2009 and the summer of 2010.

Asked whether he enjoyed spending the record fees this summer, he replied: “Because of my history, I always find it’s not normal for this club to spend the figures that we have.

“That’s always slightly uncomfortable for us, just because of our history really. You never lose sight of that in the back of your mind with where we have been and what happened.”

He added: “As long as the clubs can pay their bills, pay the players and everything still works as it is, then you have to go with it.

“You can only react to the parameters you are given and you are set. We are working within those and trying to compete in the league.

“If you don’t compete in the league then I’m afraid it’s going to be very difficult for you. We all want to stay where we are, in the best league in the world, and keep competing and fighting to achieve.

“To do that, you have to sign players and you have to be competitive. It’s not the be-all and end-all but I think that is one of the aspects you have to look at.”