Sunderland AFC chiefs in Stadium of Light expansion talks
Sunderland AFC chiefs have discussed expanding the Stadium of Light to meet surging demand after qualifying for Europe on their return to the Premier League.
The club will compete in the second-tier Europa League next season after finishing seventh in their first Premier League campaign since relegation in 2017.
The impressive season, which included a frenzied but successful transfer policy, has contributed to long waiting lists for both season tickets and hospitality at the 49,000-capacity Stadium of Light.
“We have an opportunity with our stadium,” chief executive Tom Burwell told Morning Wire. “We have 15,000 people on a waiting list [for season tickets], we have 54 boxes here and I have 45 boxes on the waiting list.
“I also have to recognise there’s revenue at the moment that’s in the middle of that table I’m not at this moment in time bringing [forward]. We have a great relationship with the council so there are opportunities and plans where we could explore building and improving our stadium.
“The question I have back – and I’ve discussed at length internally – is whether that is the best way of spending money.”
Sunderland diversifying revenues
With the introduction of squad cost ratios for the upcoming season – where teams have their on-pitch spend limited to 85 per cent of their revenue, and 70 per cent if, like Sunderland, they are also playing in Europe – there is extra incentive for Premier League teams to raise funds from a broad range of sources. One of those is turning a stadium into a year-round business with events, conferences and other sports paying for access.
“We are a stadium adjacent to the city connected by a brand new footbridge and with that, what does that mean we can be? A 365 day-a-year sports and entertainment facility,” Burwell added.
“What else can we put in place here that drives revenues that might not cost us the cost of expanding a stadium, and might also mean that going to the same well [of fans] but we’re offering something completely different?
“I’m sitting on the banks of the Wear. Banks on the Wear is [also] the name of our most premium hospitality box. – it’s a two Michelin star restaurant with the head chef being Tommy Banks. Who would have thought a year ago that’s what Sunderland AFC would have within their premium inventory? Yet we are completely sold out for the new season.”