Inside new SAFC store as club shop returns to The Bridges Sunderland

Sunderland hero Gary Bennett was on hand to cut the ribbon at the city’s newest shop today, June 12.

Queues formed ahead of one of the most anticipated openings at The Bridges as it finally welcomed back a dedicated club shop.

Although there’s been pop up club stalls in recent years, there hasn’t been a dedicated club shop in the city centre since The Debenhams concession closed.

Now, the former Fashion Bible unit opposite Next stocks a wide range of SAFC merch, particularly the gift range.

Highlights on opening day also included giveaways and a Spin-to-Win Wheel, with hospitality tickets and signed shirts up for grabs.

The opening landed on the same day as the launch of the new 2026-27 Training Wear collection, produced in partnership with Hummel, which was already proving popular with shoppers.

It’s the first of several new product ranges arriving this summer, with the home, away and third kits to follow over the coming months, including an away kit with a very special American connection.

The shop, which has created six new jobs, has been brought to the city via Fanatics, who are the retail licence partner for SAFC.

Fanatics were behind the opening of the flagship club shop at Black Cat House in summer 2024 and Pamela Morrow, Director of Retail Stores at Fanatics, said it was great to now be bringing that offering to the other side of the Wear.

“We’ve been hosting pop ups in The Bridges over the past couple of years, because we wanted to see what the demand was like,” she explained. “We took on board fan feedback and what they told us was that they wanted a club shop back in the city centre.

“There is so much happening in terms of the club, and from a retail point of view, and this is a perfect addition. It was planned before their Europa League success, but it almost seems like a seamless plan - it’s all come together perfectly.

“It’s a great product and a great fanbase and it has a much deserved place in the shopping centre.”

Terry Stephenson, Head of Marketing at Sunderland AFC, said: "This is about being where our supporters are. It's great to have the club back in the city centre, and The Bridges is exactly the right home for our new store.

“Working with Fanatics, we now have two stores our fans can be proud of, and with the feel-good factor from the end of last season still alive and kicking, there's never been a better time to open our doors."

Karen Eve, Centre Director at The Bridges, said: "The arrival of the official SAFC store is a fantastic addition to The Bridges and is highly anticipated by fans who are still celebrating the team qualifying for Europe.

“Sunderland AFC supporters are incredibly passionate, and we're delighted to bring them a new store ahead of the new season."