Sunderland have opened up their season ticket renewal period on Monday evening
Sunderland fans have been learning their new season ticket price this evening, with costs rising across the board.
The extent of the increase will vary from person to person, however, with the club opting for a tailored approach setting prices based on how long fans have had a season ticket.
The club has introduced three tiers for the renewal pricing, with the first being those who have held a season ticket from the 2022/23 campaign (Sunderland's first back in the Championship) or longer. The second tier is those who have held one for less than three seasons, and the third is those who have purchased one from last June onwards, once the club's promotion to the Premier League had been confirmed.
The club's longest-serving season ticket holders will continue to pay the lowest prices in the ground, though they are facing the steepest percentage increases year-on-year. The approach seems to begin the process of standardising prices across the ground as the club closes in on securing its Premier League status for at least another season.
The Echo has contacted the club regarding the price rises, the club has not published a pricing guide but said in a statement that 'season ticket prices will reflect the club’s PL status, but remain competitive and fair, and ensure loyalty is rewarded’. Fans are being given their individual price when they log into their online ticketing account.
The cheapest ticket available in last March's early bird renewal period was £460, at which stage Sunderland's divisional future was not yet known. The Echo understands that those who paid that price are in most cases seeing their ticket increase to around £550, an increase of just under 20%. This is will work out at just under £30 per fixture. The most expensive season ticket for the longest-serving season ticket holders (three seasons or more) is now £715, which works out at around £37 per game. The Echo understands from speaking to fans concerned who hold their season ticket in the same area of the ground, but have held it for less than three seasons, are generally facing an increase of around 15%.
In some areas of the ground those who purchased their season tickets from last June onwards are facing a rise of around 5%, though from a significantly higher initial ticketing price. After promotion was confirmed a small number of season cards went on sale at increased prices, the cheapest at £590 rising to £690 and £780 in other areas of the Stadium of Light. Significant concessions remain in place right across the board. A direct debit option remains in place, spread across six payments.
The first renewal phase will run until 12pm on Saturday 11 April 2026, when any unrenewed seats will go on sale. A waiting list is already in place, with a club statement saying: "Subject to availability, supporters on the season ticket waiting list will be eligible to purchase from 5pm on Monday 20 April 2026.
"Supporters already on the waiting list before 23 February will receive priority access to available seats, with a 48-hour exclusive window before sales open to supporters joining the list from 23 February 2026."
Sunderland extend safe standing and designate new ‘singing section’
Sunderland have also confirmed that they will be extending their safe standing provision next season.
As part of the changes, the South Stand will also be designated as a 'singing section', with a seat move window opening in mid April for anyone impacted by the change.
A statement said: "The club is also extending the home fans’ Safe Standing area round into the Southwest Corner (SWC), ahead of the 2026-27 season, adding over 2,500 safe standing places to the stadium. Since its introduction in 2024, the safe standing area has contributed towards the special atmosphere at the Stadium of Light while also bringing improved safety to areas where fans stand for prolonged periods. This implementation will strengthen our incredible matchday atmosphere.
"Through discussion with atmosphere and supporter feedback groups, clearer designation of the South Stand as a singing section has been supported. Moving forward, the club, players and staff will lean on this area as the backbone of our famous atmosphere. Any season ticket holders looking to move into or out of this section can do so during the seat move window starting at 5pm on Monday 13 April. This area will be clearly marked moving forward on stadium maps and in the ticketing platform.
"To find out more about the seat move window, which will take place between Monday 13 April and Friday 17 April, visit asksafc.com."
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