But Iwelumo's looping header on 88 minutes snatched an unlikely point for Tony Pulis' men.
Neither Bristol City's Gary Johnson nor Stoke's Tony Pulis started the season anticipating a sustained promotion challenge.
Such was his form, Etherington was tipped for a call-up to the England squad by Stoke manager Tony Pulis.
Stoke boss Tony Pulis said he had helped Tuncay achieve his "dream" move.
Holloway and Stoke boss Tony Pulis are firm friends who met while on the playing staff at Bristol Rovers.
Stoke manager Tony Pulis conceded his team were beaten by a superior side.
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Stoke boss Tony Pulis has already said that they may make a fresh bid for the 22-year-old, a long-term target.
Harry Redknapp emerged victorious from the tactical battle with Tony Pulis as Portsmouth heaped further misery on Stoke at Fratton Park.
Stoke manager Tony Pulis will be the happier with a rare away point which stretched his side's unbeaten run to seven games.
Lawrence became a first-team regular under Tony Pulis and signed a new contract last year that tied him to the club until 2013.
Tony Pulis's side were helped on their way by Seagulls stopper Brezovan, who will not look back on this match with great fondness.
Further changes in management saw Tony Pulis and Ian Holloway take the helm, before Paul Sturrock returned to Home Park during the 2007-8 season.
Stoke boss Tony Pulis said his club had received an offer from Steve Bruce's side but a Sunderland spokeswoman told BBC Sport that was "nonsense".
Turner is a big admirer of Stoke City manager Tony Pulis, the man who took the Potters into the top flight after a 23-year absence.
There was also a prize for midfielder Rory Delap, who was voted as the player of the year by manager Tony Pulis and his coaching staff.
However, Shawcross has won two caps for England Under-21s and Stoke's Welsh boss Tony Pulis has even tipped the 22-year-old as a future full England international.
"I think it should be left to the manager of the football club to decide what team they pick, and nobody else, " said Stoke boss Tony Pulis.
All five goals on Saturday came in an enthralling first half, although manager Tony Pulis was unhappy with the way Spurs were allowed to take control of the game.
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Meanwhile, Potters boss Tony Pulis is hopeful that his influential winger Matthew Etherington will be fit for their next game against Fulham after he limped out of the win.
The call-up is the first for Shawcross who has been instrumental in Stoke's impressive recent run - Tony Pulis' side were unbeaten in 2010 before Saturday's 3-1 defeat to Arsenal.
He was loaned out to Sheffield United and Plymouth Argyle before Portsmouth released him in 2006 and Stoke boss Tony Pulis made Pericard his first signing on a three-year deal.
But perhaps in answer to boss Tony Pulis's criticism of their defending at set-pieces in their opening day defeat at Bolton, Stoke handled any dead balls that came their way with relative comfort.
Tony Pulis had illustrated the Carling Cup's order in his priority list this season by making 10 changes to the side that beat Spurs at the weekend, but Stoke were still surprising lacklustre throughout.
Stoke were twice forced to scramble the ball clear from Luke Young crosses but Tony Pulis' men did occasionally venture forward and Mamady Sidibe went close with a deflected drive after Curtis Davies had failed to clear.
He also received a call-up to the full England squad in March 2010 and Shawcross has paid tribute to Tony Pulis for the help he has received from the Stoke manager during his time at the Britannia Stadium.
Saturday's evidence would suggest manager Mick McCarthy could expect to more than match that effort, while Stoke's Tony Pulis will be desperately hoping new boy Kenwyne Jones makes a swift recovery, with the Potters appearing to lack firepower up front.
Injuries took their toll at Fratton Park, and in a bid to reclaim his place in the side he was sent out on loan to Plymouth Argyle and Sheffield United before joining former Argyle boss Tony Pulis at Stoke in 2006.
Visiting manager Tony Pulis will rue his side's failure to hold onto their lead and Stoke have now thrown away 11 points from winning positions this season - but Hull were good value for their only their fourth league win of 2009.
Fuller, who replaced Matthew Etherington on 67 minutes after Tony Pulis had already made two injury-enforced switches, received a long ball outside the area with his back to goal - and there appeared to be little threat for the West Ham defenders.
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