There are no thoughts of taking it easy as the FA Cup kicks off tomorrow for West Ham at Premiership Norwich City, even though promotion is the club's top priority.
Last year Millwall saw their play-off push stall in the fixture back-log caused by their run to the final, while beaten semi-finalist Sunderland saw their automatic promotion hopes hit by a congested late-season schedule.
But that won't discourage Alan Pardew from looking for the best run possible in this year's competition.
"We want to win every game we play, and we want to progress in the cup," he said.
"The financial benefits are a small part of that, and we want to repay our fans after our last performance.
"Our league programme is very difficult - we have 46 games and the programme over Christmas is tough for everyone.
"The cup can bring a heavy burden, but it brings rewards in that you can strengthen your team with the money it brings."
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