FINANCES EXPLAINED

TBR Football's finance expert, Adam Williams, has explained how Sunderland's financial boost is linked to the loyal fanbase at the Stadium of Light.

THANKS TO THE FANS

“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."

QUADRUPLE EARNINGS

"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."

BOOM EXPECTED

“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.”

MOMENTUM & BUZZ

“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."

TIL THE END

“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.”