Off the field operations

[Becs]

I was more of a paddocks lass myself like. Main stand paddock, Roker wing.

Can't wait to see these lights mind. I have a feeling a bit of wee might come out when I see them

 

[Monkey69]

Sadly I dont think Sisyphus would ever be a happy toiler as i think i would be a bit narked and angry and deffo not happy if Zeus forced me to hump that boulder up that hill for eternity.I see the safc massive as more akin to Boxer from Animal farm.But i get your point as being happy with your lot is a magnificent place to inhabit!
In truth the gap is unbridgeable as demonstrated by the unwashed as they haven't managed it yet even with all their financial clout so i doubt we will be able to do it anytime soon or later without a takeover of Gargantuan proportions and probably not even then.

I agree somewhat but also disagree at the same time. The revenue streams open to Sunderland are broader than what may be available to the great unwashed due to the fact a lot of companies will not want to be associated with the human rights issues of middle Eastern States.
That said the task to attract this investment and sponsorships will be an ongoing issue but Sunderland do have a very big presence worldwide due to STID documentary and recent exploits.
This gives us a great base to build on and we can only hope that KLD and the board are switched onto this (looking at recent collaborations it suggests that long term we are in a good place) and are making good decisions.
There is no real quick fix for this but it can be done it will just take some time.

 

[Slim Jim B]

I used to stand in the 'cage' with my school mates. Daft young uns thinking we were cool I do miss the Fulwell End though, absolutely loved it in there!

Same for me, stood there for years with my school mate. Moved a bit lower down when my kids started going. Still miss the Fulwell End though and they had to drag us out after the final game!

 

[TonyG]

Wish I could go back in my memories and experience now what I experienced then, I didn’t get taken often but I think my dad took me to the clock stand and I at least remember the heaving of the crowd. I have such a poor memory

 

[Mart]

I agree somewhat but also disagree at the same time. The revenue streams open to Sunderland are broader than what may be available to the great unwashed due to the fact a lot of companies will not want to be associated with the human rights issues of middle Eastern States.
That said the task to attract this investment and sponsorships will be an ongoing issue but Sunderland do have a very big presence worldwide due to STID documentary and recent exploits.
This gives us a great base to build on and we can only hope that KLD and the board are switched onto this (looking at recent collaborations it suggests that long term we are in a good place) and are making good decisions.
There is no real quick fix for this but it can be done it will just take some time.

Well mate we would be the first club to do it!and im not convinced the revenue is there for Sunderland to attract to breach the gap in turnover between us and the top 5.

I would love to read your assessment of how we actually are going to do this?

To stay where we are now we are competing with ten or so clubs and our recruitment and bartering for players is going to have to be spot on just to tread water over the next few years and im not sure that's sustainable constantly as we compete for signings with our peers. Its going to be an interesting watch over the next couple of years but im predicting a takeover which might be the catalyst for improving our revenue stream.

 

[Monkey69]

Well mate we would be the first club to do it!and im not convinced the revenue is there for Sunderland to attract to breach the gap in turnover between us and the top 5.

I would love to read your assessment of how we actually are going to do this?

To stay where we are now we are competing with ten or so clubs and our recruitment and bartering for players is going to have to be spot on just to tread water over the next few years and im not sure that's sustainable constantly as we compete for signings with our peers. Its going to be an interesting watch over the next couple of years but im predicting a takeover which might be the catalyst for improving our revenue stream.

I am no financial expert mate but there are reasons to be a little more optimistic.
The Louis Drefuss group have a worldwide reach and a large portfolio of companies who they deal with. They are part owned by ADNOC (a middle east company) who I realiseay be a controversial revenue stream. We already have an overdraft facility which in part is backed by Margaritta and not to forget her and her partners close links to Blackrock.
There is obviously other revenue streams which can be tapped into, for example the current popularity of the club in Mexico and the partnerships with Internet and online sports companies
However all of this is just speculation but one thing we can see by the Wrexham rise is that interest in a project for whatever reason gives rise to commercial gains.
Does there need to be a takeover? Not really at the moment. Will there be a takeover? Possibly.
Can we grow as a brand which is what it is all about? I think the work has started and it is up to the club and the players to slowly build that stature.

 

[Mart]

I am no financial expert mate but there are reasons to be a little more optimistic.
The Louis Drefuss group have a worldwide reach and a large portfolio of companies who they deal with. They are part owned by ADNOC (a middle east company) who I realiseay be a controversial revenue stream. We already have an overdraft facility which in part is backed by Margaritta and not to forget her and her partners close links to Blackrock.
There is obviously other revenue streams which can be tapped into, for example the current popularity of the club in Mexico and the partnerships with Internet and online sports companies
However all of this is just speculation but one thing we can see by the Wrexham rise is that interest in a project for whatever reason gives rise to commercial gains.
Does there need to be a takeover? Not really at the moment. Will there be a takeover? Possibly.
Can we grow as a brand which is what it is all about? I think the work has started and it is up to the club and the players to slowly build that stature.

Nowt wrong with being optimistic mate as its a great way to live your life .However we will just have to disagree on whether we can bridge the gap between fiscally us and the top five or six in the premiership.

Of course we can grow with sustained effort and acumen but the gulf is just to wide to bridge in a sustainable way without a takeover and probably not even then given the new fiscal rules.

It will of course be interesting to see what Wrexham,Newcastle and we do do over the next few years but I predict in ten year time the same clubs will be at the top of the revenue and success pyramid as are there now.

 

[rooch 3]

If we can have one year like Leicester mate, that’ll do me

 

[BRMC]

The best way to bridge the gap is to try and turn the club into the Ajax of the Prem. Try and attract and develop the best young talent to go along with the finances the Prem gives you.

 

[Oliver's Army]

.

 

[Arlyman]

Nowt wrong with being optimistic mate as its a great way to live your life .However we will just have to disagree on whether we can bridge the gap between fiscally us and the top five or six in the premiership.

Of course we can grow with sustained effort and acumen but the gulf is just to wide to bridge in a sustainable way without a takeover and probably not even then given the new fiscal rules.

It will of course be interesting to see what Wrexham,Newcastle and we do do over the next few years but I predict in ten year time the same clubs will be at the top of the revenue and success pyramid as are there now.

This is a really great discussion, and even greater that we can even have it all. Nuts really when you think that we've got here via Walsall.

My thought is that we can bridge the gap with massive investment and this will attract fans to support the champions league.

Man City are now a 'big 6' global brand, but 15 years ago there were in virtually the same place as us. A large historical, but currently 'tier 2' team, not long out of the third division. They got the investment, success and the new fans and revenue generation followed. We would have to do it like that and avoid what happened to Leicester where they didn't attract enough new money and couldn't sustain it. The financial rules weren't the same for Man City as they are now, and they are accused of cheating anyway, so it would take us longer to do.

So I think maybe unlikely but possible? - need a fair wind for a few years, and a few more Granit Xhakas?

 

[safcfansofaraway]

Nowt wrong with being optimistic mate as its a great way to live your life .However we will just have to disagree on whether we can bridge the gap between fiscally us and the top five or six in the premiership.

Of course we can grow with sustained effort and acumen but the gulf is just to wide to bridge in a sustainable way without a takeover and probably not even then given the new fiscal rules.

It will of course be interesting to see what Wrexham,Newcastle and we do do over the next few years but I predict in ten year time the same clubs will be at the top of the revenue and success pyramid as are there now.

I believe that the project is very achievable, success and growth has a lot to do with connections guided by excellent management in a big business situation. I’m confident that the Dreyfus organisation has both. I also believe that the tie in to other projects, especially E-Sports, which will probably outperform actual sports in the next decade, is going to play a big part in the future development of KLD’s portfolio.
There’s more reason to be optimistic than pessimistic, whether we want to see SAFC as part of a conglomerate or not is another matter entirely.

 

[Arlyman]

Well mate we would be the first club to do it!and im not convinced the revenue is there for Sunderland to attract to breach the gap in turnover between us and the top 5.

I would love to read your assessment of how we actually are going to do this?

To stay where we are now we are competing with ten or so clubs and our recruitment and bartering for players is going to have to be spot on just to tread water over the next few years and im not sure that's sustainable constantly as we compete for signings with our peers. Its going to be an interesting watch over the next couple of years but im predicting a takeover which might be the catalyst for improving our revenue stream.

Agree - I think it has to be a very big take over or a massive investment partner. Someone that will put the Sunderland name everywhere so that people just assume they new to support us rather than one of the other 'bands'. Not going back to the Dell thing, but something like that. A Sunderland badge in the corner of every Dell Enterprises advert would have certainly helped brand recognition. Something big like that needed to bridge the gap.

The nice thing is that I think there there are enough of us so Sunderland will stay real even in the face of lots of new fans joining. We might even specifically attract that type of fan because of how not fake we are.

 

[Smug in Boots]

Sunderland’s stance on Le Bris’ future ahead of major summer rebuild​

Black Cats owner Kyril Louis-Dreyfus has a reputation for ruthlessness

April 3rd, 2026 6:00 am (Updated 6:01 am)

A few weeks ago a Sunderland post on social media channels garnered plenty of attention.

As the Black Cats’ stunning start to the season spluttered, it speculated that the owners might act to remove Regis Le Bris.

To the outside world that would sound outrageous, given he is in manager of the year territory for what he has achieved this campaign.
If you know a little about Sunderland, and the ruthless, relentless culture that drives decisions on Wearside, though, you will understand why it felt like a debate worth having.

It is worth emphasising here that internally there are no doubts that the impressive Le Bris is their man.

Tactically he is viewed as elite and the work done to maintain Sunderland’s dressing room culture despite a raft of new arrivals is regarded as especially impressive.

You must log in or register to see images

The implication is not far from the truth, though. Under owner Kyril Louis-Dreyfus, Sunderland have developed a reputation for being ruthless. Tracking trends and performance metrics that aren’t always obvious to the naked eye, they have never been afraid to make a big, potentially unpopular call.

It is true both on and off-the-field. Further evidence of Sunderland’s relentless desire to keep progressing came as popular chief business officer David Bruce left the club this week as part of a wide-ranging restructure that sources say reflects their evolution from the EFL to the Premier League.
Bruce, a boyhood Sunderland fan, has done a fine job of repairing a fractured relationship between the fanbase and the club. A record deal with Hummel has proved overwhelmingly popular, but with squad cost ratio rules that pin Sunderland to spending 85 per cent of their revenue in the future, the club have felt a need to take commercial deals to the “next level”.

All eyes are on the next front-of-shirt sponsor, with global brands interested in striking a deal.

As Tom Burwell, now installed as the club’s new interim chief executive, said last year: “We have to be Premier League ready to compete, both on and off-the-field."

“We need the best footballers in the world, but we also need to be Premier League ready off-the-field to compete with the best sports executives in the world for commercial and digital eyeballs.”

Staying up is a good start, but the ownership see Sunderland’s next objective as becoming an established part of the top flight, before challenging for honours and competing for Europe.

The changes have come thick and fast in the last six months. Bruce follows head of recruitment Stuart Harvey, chief commercial officer Ashley Peden, and sporting director Kristjaan Speakman as high-profile exits in the last six months. A new chief revenue officer and chief executive are set to be in place before the start of next season, who will inherit a club in good health. Director of football, Florent Ghisolfi, suggested this week that Sunderland would not repeat the wide-ranging recruitment drive of 12 months ago, but the position within the SCR rules is understood to give them further room to invest this summer. A striker is among their priorities.

You must log in or register to see images

The club’s model means that outgoings, while not essential to comply with the new rules, will also be considered. The i Paper understands that a Champions League club is interested in goalkeeper Robin Roefs while Noah Sadiki’s excellent debut season in England has also made him a target.

Sunderland have shown before that they do not fear the prospect of selling top players for a premium. The challenge is to retain their upward momentum.

Sunderland's stance on Le Bris' future ahead of major summer rebuild

Black Cats owner Kyril Louis-Dreyfus has a reputation for ruthlessness

inews.co.uk

 

[The Professor]

Sunderland’s stance on Le Bris’ future ahead of major summer rebuild​

Black Cats owner Kyril Louis-Dreyfus has a reputation for ruthlessness

April 3rd, 2026 6:00 am (Updated 6:01 am)

A few weeks ago a Sunderland post on social media channels garnered plenty of attention.

As the Black Cats’ stunning start to the season spluttered, it speculated that the owners might act to remove Regis Le Bris.

To the outside world that would sound outrageous, given he is in manager of the year territory for what he has achieved this campaign.
If you know a little about Sunderland, and the ruthless, relentless culture that drives decisions on Wearside, though, you will understand why it felt like a debate worth having.

It is worth emphasising here that internally there are no doubts that the impressive Le Bris is their man.

Tactically he is viewed as elite and the work done to maintain Sunderland’s dressing room culture despite a raft of new arrivals is regarded as especially impressive.

You must log in or register to see images

The implication is not far from the truth, though. Under owner Kyril Louis-Dreyfus, Sunderland have developed a reputation for being ruthless. Tracking trends and performance metrics that aren’t always obvious to the naked eye, they have never been afraid to make a big, potentially unpopular call.

It is true both on and off-the-field. Further evidence of Sunderland’s relentless desire to keep progressing came as popular chief business officer David Bruce left the club this week as part of a wide-ranging restructure that sources say reflects their evolution from the EFL to the Premier League.
Bruce, a boyhood Sunderland fan, has done a fine job of repairing a fractured relationship between the fanbase and the club. A record deal with Hummel has proved overwhelmingly popular, but with squad cost ratio rules that pin Sunderland to spending 85 per cent of their revenue in the future, the club have felt a need to take commercial deals to the “next level”.

All eyes are on the next front-of-shirt sponsor, with global brands interested in striking a deal.

As Tom Burwell, now installed as the club’s new interim chief executive, said last year: “We have to be Premier League ready to compete, both on and off-the-field."

“We need the best footballers in the world, but we also need to be Premier League ready off-the-field to compete with the best sports executives in the world for commercial and digital eyeballs.”

Staying up is a good start, but the ownership see Sunderland’s next objective as becoming an established part of the top flight, before challenging for honours and competing for Europe.

The changes have come thick and fast in the last six months. Bruce follows head of recruitment Stuart Harvey, chief commercial officer Ashley Peden, and sporting director Kristjaan Speakman as high-profile exits in the last six months. A new chief revenue officer and chief executive are set to be in place before the start of next season, who will inherit a club in good health. Director of football, Florent Ghisolfi, suggested this week that Sunderland would not repeat the wide-ranging recruitment drive of 12 months ago, but the position within the SCR rules is understood to give them further room to invest this summer. A striker is among their priorities.

You must log in or register to see images

The club’s model means that outgoings, while not essential to comply with the new rules, will also be considered. The i Paper understands that a Champions League club is interested in goalkeeper Robin Roefs while Noah Sadiki’s excellent debut season in England has also made him a target.

Sunderland have shown before that they do not fear the prospect of selling top players for a premium. The challenge is to retain their upward momentum.

Sunderland's stance on Le Bris' future ahead of major summer rebuild

Black Cats owner Kyril Louis-Dreyfus has a reputation for ruthlessness

inews.co.uk

Very good article & I think this is why I cant go against some of the posters the last few pages, in the past we have had plans to compete, unfortunately they were all built on sand, Sir Bob Murray did a vast amount for this club, however the days of a local business man taking a club to the top are gone, he did however set us up to compere with the SOL (extension plans also) & AOL. Short threw enough money about but trusted idiots in the background with it, then gave up, I know he sold up to the chancers BUT things could have been whole lot worse as there were rumours of Chinese consortiums, other far east stuff (see Sheff Wed, Blackburn, etc etc). At least Short was insistent the club didnt go to one of those types. Luckily for us as we weren't even treading water & just circling the bog, Satori introduced KLD....& The journey began

Some on the last few pages would have been taken away in straight jackets a few year back.... probably this time last year as we lost to Bristol City good Friday on a horrific run of form into the playoff's. I know some of the what appears far fetched posts have been shot down (not in nasty way, conversation & opinion on its not possible) BUT they might not be as far off as we think.....this article shows football experts dont think were here to not complete.

Ive been let down & disappointed (still am re ticket office latest carryon), heartbroken, im never going to see us in Europe, never going to see us win anything, thinking this club will never complete. NOW imagine me or some of the other posts saying its not possible, explaining that to KLD......i think the response would be closer to some of the dreaming posts the last few pages.....we might never get there, but while KLD is here it won't be for the want of trying & it wont be because the plan was built on sand

Walked into Roker 1985 with Mcmenemy, seen some horrific failures, loved the Reidy period, Irish & Quinny, but now is the most exited ive ever been on where this club can get, the cup final under Poyet slogan is absolutely perfect #dareto dream as is 'till the end' as were not going to be done for quite sometime yet.

 

[Smug in Boots]

Very good article & I think this is why I cant go against some of the posters the last few pages, in the past we have had plans to compete, unfortunately they were all built on sand, Sir Bob Murray did a vast amount for this club, however the days of a local business man taking a club to the top are gone, he did however set us up to compere with the SOL (extension plans also) & AOL. Short threw enough money about but trusted idiots in the background with it, then gave up, I know he sold up to the chancers BUT things could have been whole lot worse as there were rumours of Chinese consortiums, other far east stuff (see Sheff Wed, Blackburn, etc etc). At least Short was insistent the club didnt go to one of those types. Luckily for us as we weren't even treading water & just circling the bog, Satori introduced KLD....& The journey began

Some on the last few pages would have been taken away in straight jackets a few year back.... probably this time last year as we lost to Bristol City good Friday on a horrific run of form into the playoff's. I know some of the what appears far fetched posts have been shot down (not in nasty way, conversation & opinion on its not possible) BUT they might not be as far off as we think.....this article shows football experts dont think were here to not complete.

Ive been let down & disappointed (still am re ticket office latest carryon), heartbroken, im never going to see us in Europe, never going to see us win anything, thinking this club will never complete. NOW imagine me or some of the other posts saying its not possible, explaining that to KLD......i think the response would be closer to some of the dreaming posts the last few pages.....we might never get there, but while KLD is here it won't be for the want of trying & it wont be because the plan was built on sand

Walked into Roker 1985 with Mcmenemy, seen some horrific failures, loved the Reidy period, Irish & Quinny, but now is the most exited ive ever been on where this club can get, the cup final under Poyet slogan is absolutely perfect #dareto dream as is 'till the end' as were not going to be done for quite sometime yet.

The Mags, Leeds, Burnley fans etc, may content themselves with posting ‘second season syndrome’ etc …

… but I simply can’t see KLD allowing us to stagnate and slip back into mediocrity.

In my opinion we should enjoy this period of being liked by most of the other clubs. I suspect there’ll come a time, if we keep spending and progressing, when they start to become as jealous as the L1 fans did as well as the likes of Boro, Sheff Utd, Coventry, etc.

We may also wonder if the club is still ‘ours’ and whether the advances suit our culture and our pockets …

… just a thought.

 

[vic9]

The Mags, Leeds, Burnley fans etc, may content themselves with posting ‘second season syndrome’ etc …

… but I simply can’t see KLD allowing us to stagnate and slip back into mediocrity.

In my opinion we should enjoy this period of being liked by most of the other clubs. I suspect there’ll come a time, if we keep spending and progressing, when they start to become as jealous as the L1 fans did as well as the likes of Boro, Sheff Utd, Coventry, etc.

We may also wonder if the club is still ‘ours’ and whether the advances suit our culture and our pockets …

… just a thought.

No way marra, very savvy is our KLD

 

[Smug in Boots]

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Table as it currently stands

 

[cumbrianmackem]

The summer transfer window will dictate to some degree regards second season syndrome imo.
Hang onto our 'star's and recruit well again....not in the numbers we required last summer and we should be good to go again.
Other teams being able to suss us out next season is the other reason being put up for us to struggle but with Reggie tweaking his system from match to match negates that option for other managers to gain some advantage.
Our drop off in results are purely down to 2 things, AFCON, which we handled better than most thought and the volume of injuries in the past few weeks have been a problem any
team would experience with the relatively small squad we have, our subs bench of late had carried far too many academy lads which a good summer transfer window should cure.
Looking forward to August already.

 

[rooch 3]

Very good article & I think this is why I cant go against some of the posters the last few pages, in the past we have had plans to compete, unfortunately they were all built on sand, Sir Bob Murray did a vast amount for this club, however the days of a local business man taking a club to the top are gone, he did however set us up to compere with the SOL (extension plans also) & AOL. Short threw enough money about but trusted idiots in the background with it, then gave up, I know he sold up to the chancers BUT things could have been whole lot worse as there were rumours of Chinese consortiums, other far east stuff (see Sheff Wed, Blackburn, etc etc). At least Short was insistent the club didnt go to one of those types. Luckily for us as we weren't even treading water & just circling the bog, Satori introduced KLD....& The journey began

Some on the last few pages would have been taken away in straight jackets a few year back.... probably this time last year as we lost to Bristol City good Friday on a horrific run of form into the playoff's. I know some of the what appears far fetched posts have been shot down (not in nasty way, conversation & opinion on its not possible) BUT they might not be as far off as we think.....this article shows football experts dont think were here to not complete.

Ive been let down & disappointed (still am re ticket office latest carryon), heartbroken, im never going to see us in Europe, never going to see us win anything, thinking this club will never complete. NOW imagine me or some of the other posts saying its not possible, explaining that to KLD......i think the response would be closer to some of the dreaming posts the last few pages.....we might never get there, but while KLD is here it won't be for the want of trying & it wont be because the plan was built on sand

Walked into Roker 1985 with Mcmenemy, seen some horrific failures, loved the Reidy period, Irish & Quinny, but now is the most exited ive ever been on where this club can get, the cup final under Poyet slogan is absolutely perfect #dareto dream as is 'till the end' as were not going to be done for quite sometime yet.

I wish someone would come forward and admit they thought of Till the End.