Delia Smith has fuelled speculation that Norwich City are set to welcome new investment in the club.
Speaking at the club's new kit launch, the joint-majority shareholder urged fans concerned at the club's lack of summer spending to "wait and see".
Delia told BBC Radio Norfolk: "Whatever's happening on the investment side, we wouldn't be saying."
She also joked: "There's loads of new investment, everything's lovely, we're keeping quiet about all the money."
There has been speculation over recent weeks that insurance billionaire Peter Cullum could be ready to invest in the club he has supported since childhood.
Cullum, from Norwich, founded the Towergate Partnership in 1997 and the group is now valued at £3bn.
He has previously ruled out the possibility of investing in the Canaries, until he recently told the Independent "never say never" when asked about football funding.
Speaking at the Royal Norfolk Show on Wednesday, Smith was naming no names, saying she was under strict orders.
"No, no, no, I've got to behave, when they let me out they say 'behave'."
Also, in what could be seen as a thinly-veiled swipe at local rivals Ipswich Town, Smith said it would be unwise to reveal their financial hand while in the midst of transfer negotiations.
"There are certain clubs who shout very loudly about all the money they've got, they have to pay a lot of money for players."
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