The Jamaican was involved in an on-field spat with his teammate, who was involved in Carlton Cole's goal for the Hammers.

Fuller was sent off immediately after the incident, as Potters fans called for his sacking, but chairman Coates is not willing to let go his star player.

"It hasn't entered our heads to sell him," Coates told the club's official website.

"We're absolutely sure we want to keep him. Ric's a good player and you don't sell your good players.

"He's a big player and important player, he helped to get us here (the Premier League), and he'll stay at the club."

Coates does not even believe referee Michael Jones should have shown the red card to the 29-year-old forward.

"I thought the referee could have handled it better. You see things far worse on the pitch all the time go unpunished," he added.

"Let's not get it out of proportion - it was hardly a punch like Muhammad Ali.

"Little incidents and spats happen all the time, on the pitch and on the training ground, we mustn't forget that."

Watch the Fuller slap and red card

Ricardo Fuller Slaps His Captain Andy Griffin - Stoke Vs West Ham (New) - Funny blooper videos are here