New culture driving bold recruitment
As reported by The i Paper, Sunderland’s return to the Premier League has been framed by a ruthlessness that belies their recent history. Kyril Louis-Dreyfus, the 28-year-old owner, has reshaped the club’s culture, tone and expectations. This is not a team content to hover on the margins or accept parachute payments.
Photo IMAGO
“It is understood that Sunderland’s ambition was impressed upon Xhaka, and subsequently impressed him enough to get the deal done over an approach from AC Milan and offers from Saudi Arabia.” That sentence encapsulates both Sunderland’s new reality and their unflinching intent. Granit Xhaka, a Champions League regular, chose Wearside over San Siro and the Gulf. “Without Kyril, that transfer does not happen,” one insider told The i Paper.
Photo IMAGO
Aggression that startled rivals
Recruitment executives across the league have noticed the change. “It’s not just the number of players, it’s the quality of them. They’ve ruthlessly gone for it in certain markets,” a rival executive admitted.
This approach is not rooted in short-term gambles but in a broader philosophy of calculated risks, data-led scouting and total alignment among senior staff. Florent Ghisolfi, the newly appointed director of football, has widened Sunderland’s European networks. His appointment has “opened doors” that had been shut in previous eras.
Habib Diarra, 21, embodies this new approach. Signed from Strasbourg for what already looks like a bargain £30m, he has been described as “tailor-made for the Premier League” with a “high, high ceiling.”
Photo: IMAGO
Balancing spend with sustainability
The figures are significant but not reckless. Sources cited by The i Paper suggest Sunderland’s summer outlay totalled around £150m, with a net spend closer to £100m after sales of Jobe Bellingham and Tommy Watson. More than £100m has been raised from player sales in recent years, giving the club the financial flexibility to invest.
Photo IMAGO
This is a strategy, not a splurge. A player trading model underpins Sunderland’s ability to “go for it” without compromising PSR obligations. The report makes clear that there is still room to manoeuvre in January if required. Plan A, however, is that the current squad adapts quickly and grows into its new surroundings.
Building reputation as a player hub
The club has also built a reputation as a nurturing ground for talent. Callum Doyle was given senior responsibility while on loan from Manchester City in League One. Amad Diallo’s progress at Sunderland played a part in his rise. Jobe Bellingham was trusted before securing his move to Borussia Dortmund.
This cycle has made Sunderland attractive to young players and their agents. The loan of Marc Guiu from Chelsea exemplified this trust. When Chelsea needed to recall the striker late in the window to facilitate other deals, Sunderland swiftly switched to secure Brian Brobbey from Ajax, preserving both relationships and ambition.
Externally, Sunderland are now regarded as a place where players “get everything they need to help their career.” That reputation matters as much as the financial outlay.
Sunderland’s early results back in the Premier League – two wins from three games – hint at progress, but the season is long. The club understands the challenge. The difference now is that they are not here to survive, they are here to establish themselves.
Our View – EPL Index Analysis
For years, the club felt like a byword for dysfunction and decline, but now the narrative is different. Competing with AC Milan and Saudi-backed clubs for players like Granit Xhaka, and actually winning that race, is something fans could hardly imagine a few years ago.
The fact that rival executives admit Sunderland “ruthlessly” targeted quality players is music to our ears. It shows the club are no longer timid in the market. Florent Ghisolfi’s influence is already evident, and the signing of Habib Diarra feels like the sort of move that could define the next few seasons.
What will please fans most is that this isn’t reckless spending. The report makes clear that player sales have underpinned the investment. That balance is crucial. We have seen too many clubs gamble their futures, but Sunderland seem to be building something sustainable, with PSR headroom intact.
The nurturing of players like Jobe Bellingham and Amad Diallo has also built trust. Sunderland are now viewed as a club where young players can grow, and that reputation will only strengthen our ability to recruit.
Supporters know the Premier League will test every weakness, but to see Sunderland armed with a strategy, ambition and a squad full of promise makes this return feel different. The goal is not just to survive, but to belong – and fans can believe in that once again.