Sunderland are the talk of the town this season after their phenomenal start to the Premier League campaign, and we’re told their financial situation can help to keep the club on a high for years to come.
When the Black Cats came up to the Premier League via the play-offs, most neutrals expected them to struggle. In fact, supercomputer predictions tipped Sunderland for 20th place this term.
Right now, that looks unthinkable. Sunderland have registered five wins from their first nine games and sit in fourth place heading into the weekend.
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It appears Sunderland can defy the odds and stay up this season, but beyond that, there’s no reason the Mackems can’t use their immense fanbase and strong financial backing to become a real force in the top flight.
Detail of a Sunderland emblem on a seat in the dugout during the Sky Bet Championship Play-Off Semi Final Second Leg match between AFC Sunderland and Coventry City at Stadium of Light.
Photo by Robbie Jay Barratt – AMA/Getty Images
Sunderland have incredible momentum
TBR Football‘s finance expert Adam Williams has shed some light on the position Sunderland find themselves in from a commercial perspective, and how success will only breed success for the Black Cats from here on out.
Williams said: “Sunderland have a lot going for them – and that’s mainly thanks to their fans. They’ve got a massive, highly engaged fanbase. That delivers commercial income. They generated £16m in annual commercial income at the last count, which was quadruple what they earned in the first year following Kyril Louis-Dreyfus’ takeover.
“The mood music I’m hearing is that, under business chief David Bruce, they are set to post a very impressive set of financial results in 2024/25. And in 2025/26, the finances are going to boom ever further.”
Sunderland’s unbelievable start to the season comes on the back of an equally surprising promotion last term, and with that ascension has come a huge jump in revenue from a variety of routes.
Williams added: “Every club who is promoted from the Championship is going to get a massive increase in sponsorship thanks to the extra exposure that Premier League football brings. However, not every club has the same momentum behind them as Sunderland in terms of the buzz around the Stadium of Light.
“Regardless of whether they can maintain the form we’ve seen from them in the first quarter of the season, it feels like a historic campaign for them given their struggles in recent history. That catalyses massive merchandise sales, and sponsors want to be associated with that feeling too.”
Kyril Louis-Dreyfus owner of Sunderland during the pre-season friendly match between Sunderland and Olympique Marseille at University of Bradford Stadium on August 3, 2024
Photo by Nigel Roddis/Getty Images
What the future holds for Sunderland
So, Sunderland are already in a brilliant position both on and off the field, but what does the future hold for the Wearside outfit?
We know Regis Le Bris will be backed in January, despite having spent £163m in the summer already. And, by the sounds of it, the club is well-placed to keep ramping up that spending.
Williams continued: “They have invested heavily in their hospitality facilities, which is also going to be very lucrative at Premier League level. The Stadium of Light generated gate receipts of £11.6m in the last financial year, but I’d expect double that in the Premier League.
“While the yield per fan isn’t the best, the size of the stadium offsets that. And keeping ticket prices relatively low means they keep fans onside and engaged with the club. It’s a virtuous circle.”
Sunderland owner Kyril Louis-Dreyfus is a massive part of this wonderful money-making machine, of course, and he has everything in place to take the Black Cats to the next level.
Williams explained: “Louis-Dreyfus has good connections through his family business and, now that Sunderland are part of a multi-sport holding vehicle in Bia Sports, they can leverage that too.
“If they can consolidate their place in the Premier League for a few seasons, there’s no financial reason they can’t push up the table and be a regular fixture in the top half. Clearly, their transfer strategy is working wonders. If they can maintain that, you’re also going to have another revenue stream in terms of player trading too.”