AFC Sunderland Training Session
The transfer window is well and truly open, but where do we stand? Plenty of rumours and possibilities swirl, yet no new players have walked through the gates.
Fans are buzzing after the 2025/2026 fixture list release and upper management’s talk of eventually challenging at the Premier League’s top end, but a reality check is needed: we’re currently two players worse off than at Wembley, with no new faces arriving.
I know signings must be right and that patience is key, but we risk being left at the starting line unless projected deals materialise soon.
Régis Le Bris needs time to integrate new players into his philosophy and ideas, and they must also connect with the club and fans. This won’t happen if a flurry of signings arrive just two weeks before kick off.
There’s even talk of expanding the Stadium of Light, but let’s get real: without at least six or seven new players, we’ll face an almighty struggle to stay up. The first five or six games will be adrenaline-fuelled, but reality will hit as the days shorten and the going gets tough.
I’m not advocating buying for the sake of it, but we must get moving. I dread us repeating Southampton’s fate — a stark possibility unless we act swiftly. Sorry for the pessimism, but this is our golden chance, and we must seize it with both hands.
Le Bris may be a brilliant manager, but even he can’t transform Championship-standard players into Premier League performers without proper support and additions.
Peter Milton
Ed’s Note [Phil]: Hi, Peter. Thank you for your letter.
I don’t think you’ve struck an overly pessimistic tone at all, and for me, the playoff afterglow has given way to something altogether starker: the reality of building a squad that can compete in the Premier League and help us to lay the foundations for future success.
I do think we need to get moving in the transfer market as well, and with just over six weeks until the first league game of the new season, there’s a lot of work to be done in terms of incomings and outgoings to bring the squad up to top flight standard.
The addition of Florent Ghisolfi — which will hopefully he confirmed soon — should help with that, so let’s hope we start to see some movement soon.
Sheffield United v Sunderland - Sky Bet Championship Play-Off Final
Sheffield United v Sunderland - Sky Bet Championship Play-Off Final
Photo by Ian Horrocks/Sunderland AFC via Getty Images
Dear Roker Report,
I recently visited the club shop at the Stadium of Light for the first time since Sunderland AFC appointed Fanatics to manage the club’s retail operations.
I was disappointed to find that not only have prices increased, but there’s now no discount for season card holders.
One of the selling points for season cards was the promise of club shop discounts, but a staff member in the shop informed me that this no longer applies since Fanatics took over and the club website now mentions ‘discount periods’ instead.
It feels like fans might not be as important to the club anymore!
Stuart Lathan
Ed’s Note [Phil]: Hi, Stuart. Thank you for getting in touch.
This is obviously quite a tricky one to try and gauge, because I think it’s fair to say that the entire retail operation has improved on Fanatics’ watch — and the Hummel clothing range is of far higher quality that the stuff that came before it.
I suppose the club has to strike a balance between maximising its revenue streams and rewarding customer loyalty, but I don’t think fans would object to paying premium prices for merchandise as long as they see the proceeds being used in the right way.
Coventry City v AFC Sunderland - Sky Bet Championship Play-Off Semi Final First Leg
Coventry City v AFC Sunderland - Sky Bet Championship Play-Off Semi Final First Leg
Photo by Ian Horrocks/Sunderland AFC via Getty Images
Dear Roker Report,
Where is Charlie Hurley’s statue?
Bnnn Siam
It’s hopefully being measured up and cast in bronze!
What better way to commemorate an all-time Sunderland great and one of the most iconic players ever to don the red and white jersey?
Naming a stand in honour of Jimmy Montgomery was a wonderful touch, and Hurley should certainly be recognised as well.
Sunderland v Hull City - Premier League
Sunderland v Hull City - Premier League
Photo by Ian Horrocks/Sunderland AFC via Getty Images