Last weekend there was an On This Day article looking at Sunderland’s 1968-69, after which manager Alan Brown guided the cash strapped club to a reasonable enough 17th place finish – the boss having to clear out some of the higher earners and replace them with a younger group that, although promising, lacked experience and struggled on the road.
The attempted regeneration continued the following season but proved a disaster, with relegation being suffered on the final day. Whilst the squad had talent there was an absence of know-how, and the only way to continue the rebuild looked to be by selling off some of the family silver – which in turn would surely make the situation even trickier. In time, the sale of homegrown superstar Colin Todd in early 1971 felt as inevitable as it did bittersweet, particularly once the stark financial position had been laid bare a couple of months earlier.
As in 2025, with Augsburg the opposition this afternoon for Régis Le Bris and co, August 1970 saw The Lads playing against a German side as part of their preseason programme. Although the current squad has seen a couple of high-profile departures the atmosphere around the club is sky high ahead of a highly anticipated Premier League return. In contrast, back then the game took place amidst a much bleaker backdrop, kicking off just a few hours after shareholders had been issued copies of the statement of accounts for the year ending May 31st.
Brown had lined up a grandly titled ‘Inter European Challenge Match’ against Bundesliga outfit Eintracht Braunschweig but the wider situation was far from rosy, with just the slightest glance at the figures underlining the predicament SAFC was in. A net working profit of £22,374 was actually shown on the books, but match revenue had plummeted and was expected to fall further now that second tier football was on offer. A drop in season ticket sales of £31,914 to £35,670 accounted for much of the loss, although gross gate receipts did display a minor increase due to reduced percentages having to be made to visiting clubs and the Football League. Income from cup games, included a share of the pools, went from £11,754 to £8,011.
Also of concern were £82,650 of unsecured loans, mortgages at £52,386 and current liabilities and provisions (including a bank overdraft) of £146,505. In addition, there was £26,034 of accrued charges and accounts outstanding, outstanding capital expenditure of £41,361 and trade creditors amounting to £4,833. It didn’t make for pretty reading, although significant changes in shareholdings amongst the directors had now been made in an attempt to improve matters.
Vice-chairman Syd Collings reduced his holding from 558 to 53, whilst his son Keith had increased from 25 to 287. Chairman Jack Parker had gone from 41 to 51, Stan Ritson from 326 to 346, and Laurie Evans from 25 to 35. Meanwhile, Jack Cooke remained at 31 whilst Richard Thompson joined with 25 (Alderman Jack Ditchburn, son of Bill Ditchburn, chairman from 1950 to 1957, was co-opted the following month).
At least that actual football was able to distract supporters, who at the weekend had learnt of a 1-1 draw at Stirling Albion in which Ian Portfield featured having finally overcome a well-publicised and drawn-out tactical spat with Brown that meant he didn’t make a single competitive first team appearance in 1969-70. His creative absence had been felt most by Joe Baker before his injury enforced dropping from the side in February, and after the half time break in what was Sunderland’s second preseason game the pair were brought on to help boost a side that had toiled in the first half.
Within minutes of his introduction, Baker had scored – heading in a Bobby Kerr cross to equalise Gerd Saborowski’s earlier well taken opener. Seconds later Porterfield’s delicate free kick saw Kerr bringing a first rate save from West German Horst Walter, and following a prolonged spell of pressure the Rokermen went ahead when Billy Hughes burst away and crossed into the box for an onrushing Kerr. Questions remained about the general outlook but the victory was enough to momentarily bring some cheer to Wearside, and made up for the previous clash between the two sides that had taken place a year earlier, when a 4-0 loss gave an indication of how Sunderland’s ultimately doomed season would pan out.
Thankfully, the current situation is a lot more encouraging, and with any luck 2025’s German adventure proves somewhat more positive!
Wednesday 5 August 1970 Preseason friendly
Sunderland 2 (Baker 48’, Kerr 66’)
Eintracht Braunschweig 1 (Saborowski 30’)
**Sunderland:** Montgomery; Irwin, Harvey; Todd, Heslop, McGiven; Park (Porterfield 46’), Kerr, Hughes, Harris (Chambers 46’), Tueart (Baker 46’).
Roker Park, attendance 3,950
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