Club News: SAFC announce developments to retail, ticketing and fan servicing

Sunderland AFC is pleased to announce several developments to the Club’s retail, ticketing and fan servicing operations.

Announced on Tuesday, a new 10-year partnership with Fanatics will commence in June with the launch of a new online store.

This will be followed by the opening of a new stadium store located at Black Cat House, which will be operated by Fanatics and open ahead of the 2024-25 season.

Fanatics has extensive experience of operating retail sites, with a network of more than 2,000 retail locations globally, meaning Sunderland fans can expect to enjoy a first-class shopping experience, whether they shop in-person or online.

The opening of the new stadium store at Black Cat House will result in the closure of the existing ticket office. 

To ensure supporters continue to have a one-stop destination for all their ticketing needs, ticketing points will be installed in the North East Corner later this summer.

A bespoke online customer service platform, which will provide fans with instant support, will also be introduced during the off-season, with further developments to the Club’s servicing operation also planned.

This forms part of a renewed commitment to putting fans at the heart of the Club and follows the recent announcements relating to multi-million-pound investment in the Stadium of Light and an exciting new partnership with hummel. 

Construction of the new stadium store and ticketing points will commence in May and during the interim period, a temporary store and ticket office will be housed in the current stadium store.

Panel eight bricks

Unfortunately, the relocation of the stadium store and the Club’s ticketing operation will displace the personalised bricks located on panel eight in the East Stand.

We understand the emotional and personal significance of these bricks and we will be engaging closely with the supporters impacted to discuss next steps, as we plan to relocate the displaced bricks to a new location.

Although we have up-to-date contact details for many of the fans affected, the bricks on panel eight were installed more than 25 years ago. If you believe you or someone you know will be impacted by the changes above, we ask that you please reach out to us as soon as possible.

To get in touch, please email and a member of our team will ensure you are supported throughout this process, which we will endevour to handle with care and consideration.

Additional information

The ticket office will be closed from Monday 6 May to Wednesday 8 May, but phonelines will remain open during this period. 

Located in the West Stand next to main reception, the temporary stadium store and ticket office will open on Thursday 9 May. 

Standard opening hours will be implemented, with the exception of Wednesday 22 May when it will be closed due to Bruce Springsteen and the E Street Band’s Stadium of Light show.

Powered by Fanatics, the Club’s new online store will launch in June followed by the opening of the new stadium store at Black Cat House later in summer 2024 alongside the new North East Corner ticketing points.

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