Another Lionesses link
Sunderland supporters are rightfully proud of the part the club has played in the development of several England players past and present. Former Lasses stars Lucy Bronze and Beth Mead both featured in the final of the UEFA Women’s Euro 2025 tournament as Spain were beaten on penalties, but there was another former Black Cat involved in the group, with 2007 promotion winner Darren Ward working in the background as Sarina Wiegman’s goalkeeping coach. Although a Welsh international, Ward was born in England and has now added another achievement to his CV.
England goalkeeper coach Darren Ward before the UEFA Women’s Euro 2025 Group D match at the Stadion Letzigrund in Zurich, Switzerland. Picture date: Saturday July 5, 2025. (Photo by Nick Potts/PA Images via Getty Images)
England goalkeeper coach Darren Ward before the UEFA Women’s Euro 2025 Group D match at the Stadion Letzigrund in Zurich, Switzerland. Picture date: Saturday July 5, 2025. (Photo by Nick Potts/PA Images via Getty Images)
PA Images via Getty Images
Not quite the end yet
The prestigious Sports Business Awards take place at Old Billingsgate in London in late November and following the success of the ‘Til the End’ campaign during the Play-offs, Sunderland AFC have been nominated in three categories.
With the campaign generating more than 227 million impressions and 11.3 million engagements across all digital platforms, attracting 383,000 new followers and prompting over 20 million TikTok views the club is now up for ‘Best Sports Marketing Campaign – UK’, ‘Excellence in Content Marketing’ and ‘Outstanding Social Media Strategy’.
The real success of course was helping generate the atmosphere that eventually contributed to the Lads getting over the line at Wembley, but some formal recognition for a drive that captured the public’s imagination and helped strengthen the bond between club and community would be a nice little bonus come the end of the year.
Cats get the Cream
The Sunderland ‘brand’ got another exposure boost at Creamfields, with local electronic artist L.P. Rhythm using his August set to plug the club’s new Black Cat inspired third kit.
The DJ was part of the official launch of the strip earlier in the month, and whilst performing in front of thousands of fans at one of the world’s biggest music festivals the collaboration continued, with an atmospheric Sunderland themed ‘takeover’ of the LED screens behind his decks adding to the spectacle.
New surroundings
Of all the players to be released by Sunderland over the summer, Cuba Mitchell’s latest club must surely be the most intriguing. The midfielder has joined Bangladesh Premier League club Bashundhara Kings on a three-year deal, and with Bangladeshi heritage on his mother’s side of the family he is now expected to push for an international call up.
Some of Mitchell’s former U21s teammates meanwhile have been fixed up with temporary moves as they seek further experience – albeit a lot closer to home. Dan Cameron is the latest goalkeeping prospect to join Northern Premier League outfit Hebburn Town, and Rhys Walsh has also gone to South Tyneside having signed up for South Shields, where he joins ex Sunderland men Caden Kelly, Martin Smith and coach Phil Naisbett.
Defender Tom Lavery, who made a handful of first team appearances during preseason, has gone on loan to Cliftonville for the campaign and has already featured against Coleraine, Larne and Linfield in the Northern Ireland Football League Premiership.
SUNDERLAND, ENGLAND - AUGUST 10: Tom Lavery of Sunderland in action during the pre-season friendly match between Sunderland and Rayo Vallecano at Stadium of Light on August 10, 2025 in Sunderland, England. (Photo by Stu Forster/Getty Images)
SUNDERLAND, ENGLAND - AUGUST 10: Tom Lavery of Sunderland in action during the pre-season friendly match between Sunderland and Rayo Vallecano at Stadium of Light on August 10, 2025 in Sunderland, England. (Photo by Stu Forster/Getty Images)
Stu Forster/Getty Images
Club store by the sea
As part of the Women’s Rugby World Cup, the opening game of which was hosted by Sunderland AFC, the club store at Black Cat House was temporarily taken over by the competition to sell tournament merchandise. That led to Sunderland supporters being directed to a pop-up Fanatics store next to STACK Seaburn on the seafront for their gear, or into the city centre where there is a smaller collection in The Bridges shopping centre still.
LiveScore make it a double
Sunderland men are to carry the logos of two gambling sponsors on their kit following the announcement that LiveScore Group, a sports media and betting company, are now their official sleeve partner, sports betting partner, official scores partner and training/warm-up wear partner. From 2026-27 onwards the Premier League is to ban front of shirt gambling sponsors, meaning the current arrangement with W88 is expected to end after one season.
Coach arrivals
There have been further changes to the backroom staff at the Academy of Light, with James Brayne keen to get going now that he has been appointed Assistant Coach. A set-piece specialist, the former Birmingham City and Manchester City coach was part of Charlton Athletic’s successful League One promotion bid in 2024-25 and will work alongside Alessandro Barcherini and Isidre Ramón Madir in supporting Régis Le Bris and Assistant Head Coach Luciano Vulcano.
LONDON, ENGLAND - AUGUST 3: Charlton Athletic Individual Development Coach James Brayne before the Pre-Season Friendly between Charlton Athletic and Portsmouth at The Valley on August 3, 2024 in London, England. (Photo by Ben Peters/MB Media/Getty Images)
LONDON, ENGLAND - AUGUST 3: Charlton Athletic Individual Development Coach James Brayne before the Pre-Season Friendly between Charlton Athletic and Portsmouth at The Valley on August 3, 2024 in London, England. (Photo by Ben Peters/MB Media/Getty Images)
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Increased competition
The club have confirmed that both the U18s and U21s will be taking part in Premier League Cups this season, with the remaining fixtures set to take place;
U18s Group E
Ipswich Town (a) 4 October 2025, Nottingham Forest (h) 22 November 2025
U21s Group H
Bromley (a) 8 September 2025, Norwich City (h) 10 October 2025, Colchester United (h) 17 October 2025, Bromley (h) 1 December 2025, Norwich City (a) 12 December 2025, Colchester United (a) 22 December 2025
Now it’s the end
The former Marks and Spencer site in Sunderland city centre has been transformed by street art collective MurWalls. Completed just before the start of the season, a huge ‘Til the End mural now faces traffic on St Mary’s Boulevard and has become an instant hit with Wearsiders. Depicting Dan Ballard and Tommy Watson as they celebrated their iconic Play-off strikes, the piece is an amazing tribute to a period that will live long in the memory.
A work of art
A work of art
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