With the club having come under scrutiny in the past - anti-Semitic chanting and hisses have been heard, allegedly replicating gas chambers used during the Holocaust - the spotlight could again shift away from the on-field action.
But Sullivan and Gold, writing a message to fans on the club's official website, are keen to avoid any further incidents which would portray West Ham in a bad light.
"The Hammers enjoyed three memorable wins against Spurs last season, with the resultant press coverage of each game rightly focusing on the action on the pitch three outstanding performances from the team.
"Saturday's game is likely to be an immensely passionate affair and, as ever, we know both sets of fans will be providing plenty of vocal support for their team.
"However, West Ham United seeks to remind all home fans attending the match at the Boleyn Ground that they will be acting as ambassadors for West Ham United and their behaviour should reflect the values and standards of our club.
"We are proud to support causes that promote tolerance and inclusion and tackle discrimination in whatever form it takes.
"Therefore, any inappropriate behaviour is completely unacceptable and will not be tolerated by the club.
"Working with the Metropolitan Police, the club will continue to adopt a zero tolerance policy towards any form of discriminatory behaviour and any fan found to be acting inappropriately - including racist, anti-Semitic and homophobic behaviour - will be punished to the full extent of the law and banned from attending matches.
"Everyone at West Ham United is looking forward to the first game of the new season at the Boleyn Ground, where the famous Claret and Blue Army can show the world what being a Hammers fan is all about - supporting with pride, passion and respect."
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- West Ham United