Instead, he has opted to have no live television cameras at the game, in order to ensure a 3 o'clock kick-off on a Saturday - for the fans.
"We chose to revert to the traditional 3pm kick-off, forego the TV money and not be live on the telly," he said. "I hope this proves the appeals I've made to come and support the team have not been financially motivated.
"I've constantly stressed as a former player who has played in front of a pulsating Stadium of Light that your support is vital. I'm not some marketing guy looking for commission, I'm someone who knows what it's like to be roared on.
"Derby are top of the table and I'd much rather have a big crowd than the TV money and some people cheering us on in the pub.
"I look at Portsmouth and Reading's Premiership crowds last week, ours was miles ahead of them and yet some people were disappointed with the gate which sums this place up.
"It's my job to attract people back and when there's a big crowd it helps us to win games. I know crowds are down around the country but we want something special to happen here."