Off the field operations

@smithy in nl has a relative involved in that project mate ...

... he's a lazy sod but will send photos if you poke him

 

Im sure whatever it is itll be positive - Just interested as that my stand and at HT it gets absolutely rammed

 

Superb

 

Thats brilliant, think its so important to show young fans these icons and legends of the past as heroes to be proud of - The sunderland story theatre show did a great job of this also

 

Til the End was a superb piece of marketing. They deserve recognition for it.

 

Feels like I'm doing a lot of cap doffing atm, but that is superb...


Sunderland AFC is proud to announce its nomination in three categories at the Sports Business Awards 2025: Best Sports Marketing Campaign - UK, Excellence in Content Marketing, and Outstanding Social Media Strategy.

The nominations recognise the Club’s ‘Til The End’ campaign - a bold, emotionally charged initiative that united fans, players and the city during a pivotal Play-Off run in the 2024-25 Sky Bet Championship season.

What began as a creative reset evolved into a fan-first, story-led movement built on belief, identity and connection.

The campaign featured a full digital rebrand, emotionally driven real-time storytelling, community-led content, and a powerful offline presence that transformed the city of Sunderland.

Across a four-week period, the campaign generated more than 227 million impressions and 11.3 million engagements across digital platforms - ranking Sunderland 7th and 8th respectively across all Premier League and EFL clubs during that time.

The Club also welcomed 383,000 new followers, with a single TikTok video achieving more than 20 million views and 1.6 million engagements – the most successful post in Sunderland’s digital history.

With unprecedented fan engagement, an incredible TIFO display, and reactive merchandise driven by key moments on the pitch, ‘Til The End’ captured the passion and pride of the Sunderland fanbase and helped carry the Club back to the Premier League.

 

And let’s dwell for a moment on just how different it could’ve been had Donald and Methven still been in charge. KLD, take a bow son.

 

Does this mean more options than Carling and coors? PLEASE

 

Madri according to this

https://www.safc.com/news/2025/july...16xsmHNyPkUdPeb8aw_aem_qzjtWtEWoQu6scQIgp2FAQ

Ahead of Sunderland AFC’s return to the Premier League, the Stadium of Light has undergone a second successive summer of unprecedented development.

An eight-figure investment programme has been implemented throughout the stadium, marking the latest phase of the Club’s continued commitment to delivering outstanding fan experiences.

Last summer, this included a new retail store and ticket office, the redevelopment of several premium spaces, the introduction of safe standing, the installation of an elite playing surface, and new PA and lighting systems.

Further significant investment has followed in the aftermath of promotion, as the Club ensures its PL-ready across all spaces and touchpoints.

One of the most significant improvements ahead of the new campaign is the development of our general admission spaces, which now feature newly refurbished concourses carrying extensive Club branding throughout the lower bowl, including legends murals, plus new TVs.

This new aesthetic will create an elevated experience for fans and add to a commitment of ensuring stronger food and beverage delivery, which includes new kiosks in all stands and technology that will enhance the quality and speed of service, including the introduction of eBars.

A complete overhaul of the beer cooling and pouring systems across all areas will also bring additional and much-improved draught beer facilities, including the introduction of Madri on the main concourse.

The Club will also be bringing onboard new local suppliers and vendors as part of this enhanced food and beverage offering.

Recently announced, a new partnership with Delaware North will also have a transformative impact on premium experiences, with chef Tommy Banks, a lifelong Sunderland supporter who holds two Michelin stars, spearheading two new incredible offers in Banks on the Wear and 76 Yards.

On Saturday, we also proudly unveil the Jimmy Montgomery Stand in action, with Jimmy’s name now emblazoned across the front lip of the stand facing the pitch.
Our players will also be greeted with a new-look environment when they return to the stadium, with a remodelled dressing room and tunnel area ready to go ahead of this weekend’s home pre-season opener against Real Betis.

The Club’s broadcast and media infrastructure has also undergone a programme of modernisation, including the refurbishment of the Louise Wanless Media Centre, the creation of a new press conference space, interview rooms, and mixed zone.

Chief Business Officer, David Bruce said: “Our return to the Premier League represents a pivotal moment for the Club and our supporters have once again been at the forefront of our actions heading into the new season. This investment reflects our ambition to deliver a world-class experience for fans, players, and partners alike. From enhanced general admission areas to elevated premium offerings, every touchpoint at the Stadium of Light has been carefully considered to ensure its Premier League ready. We can’t wait for our supporters to sample these new experiences when we welcome Real Betis to Wearside this weekend, as preparations continue for the start of a brand-new era.”

Fans attending Saturday’s game will see all these changes in action and enjoy 50% Carling and Madri in general admission spaces from 13:30 to 14:30, with free hot dogs for kids also available alongside the purchase of any adult meal.

 

Ahhh Spanish Carling then good they’re doing discounts though I’ll drink out for half price

 

Hope they are keeping the roker roar IPA it's a decent pint.

 

RAWA talk in. Thread on twitter with live updates...



Speakman and Bruce up now

 

When will I receive my digital season ticket?
6 hours ago Updated
2025-26 digital season tickets will be distributed via email from the first week of August. Please note, this is subject to change and is a a staggered process to ensure accuracy; fans may begin to receive their tickets before others. We understand fans are excited to receive their tickets but please bear with us. This article will be updated with further guidance on how to download your ticket once the delivery process has begun.

If you do not receive your ticket by Monday 11th August, please submit a request.

When will I receive my digital season ticket? – Sunderland AFC

 

All sounds class. 5500 people tracking Xhakas plane

 

Some images from inside the SOL


Found another photo on FB



And some more

 

Adore.

 

Love those. Just what was needed.