Cardiff chairman Peter Ridsdale believes the chance to win the Coca-Cola Championship title lured striker Robbie Fowler to Ninian Park.

The 32-year-old former England hitman agreed a move to the Welsh club last week after turning down the chance to resume his career in Australia.

Ridsdale and manager Dave Jones were delighted to have landed a player of such pedigree and experience amid competition from Championship rivals Leicester, and is confident Fowler's decision reflects the club's ambition.

Asked how Cardiff had managed to sign the player following his release by Liverpool, Ridsdale told BBC Radio Five Live's Sportsweek programme: "Robbie decided to stay in the United Kingdom rather than go to Australia with his family, so that was the first point.

"Secondly, Dave Jones had been very persuasive. We are building what we think is a very good side at Cardiff.

"We have got a new stadium starting and I think Robbie was attracted to the opportunity hopefully to win a medal going back up into the Premier League rather than perhaps swap Liverpool for a team who might struggle up there in the Premier League.

"We, therefore, were able to persuade him of our ambition and we are absolutely delighted at the catch."

Fowler, who made an £11million move to Leeds during Ridsdale's tenure at Elland Road, effectively replaces Michael Chopra, who left City for Sunderland in a £5million switch last week.

Cardiff made a £4.5million profit on a player they bought from Newcastle just last summer, and Ridsdale admits that is the only way his club can make ends meet.

He said: "Over the last two seasons, we have had to sell players for £8.5million to make sure we can compete.

"We have just sold Michael Chopra to Sunderland - we are very grateful for the opportunity, and again, it shows how much money there is in the Premier League.

"Sunderland got promoted, they were able to spend £5million on Michael Chopra from us and they are spending a lot of money on other players to try to survive up there in the Premiership.

"Obviously, some of that drips down to us. We have managed to bring in six players this summer, but we haven't spent a penny in transfer fees."