Sunderland leave Premier League owners ‘shaking their heads’ with ‘classy’ act
Sunderland have been striving to separate themselves from the promoted pack by spending significantly this summer.
Despite spending precious little in previous windows, Kyril Louis-Dreyfus has taken a different approach in this transfer window.
Kieran Maguire predicted that the signing of Enzo Le Fee would kickstart a recruitment drive, and he was spot on. Now, the Black Cats are making another statement after news emerged of an eye-catching gesture in the North East.
Sunderland make incredible gesture for season ticket holders
Sunderland may have increased their season ticket prices, but that was inevitable given promotion to the Premier League.
The Wearsiders open their campaign with a match against West Ham (16 August), which will be the first top-flight game at the Stadium of Light since 2017.
Sunderland have honoured Bradley Lowery with an executive box donation for the 2025/26 campaign.
Now, any season ticket holder over the age of 85 who has held a season ticket for at least three seasons will get a free season ticket.
Furthermore, if they have already paid for it, then they will receive a full refund.
Football finance expert Maguire was clearly impressed with the news while aiming a dig at other clubs on his X platform (5 August).
“Classy from Sunderland,” he said.
“Owners of some other clubs will be shaking their heads though such is modern owner mentality in places.”
https://x.com/KieranMaguire/status/1952769168534646807Sunderland owners doing all the right things at the Stadium of Light
The Sunderland owners have not always gotten it right, but it is evident that their hearts have always been in the correct place.
In 2024, controversy erupted after the Black Cats Bar was painted in Newcastle United’s colours ahead of the FA Cup third-round clash.
The timing of that incident was far from ideal, as it came at a time when the unpopular Michael Beale was appointed manager.
However, this summer, the Wearsiders have been proactive and have appointed Florent Ghisolfi as director of football.
- Ghiolfi brought in to drive player recruitment
- Substantial money spent on new signings
- Free season tickets for certain supporters
Clearly, the ambitions are high at Sunderland, and their owners are driving substantial change to transform the North East club.
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