Sunderland ready to go as Black Cats kick off Europa League campaign
“Qualifying for the Europa League is really significant for businesses in the city”
After a 53 year wait, Sunderland AFC will today (September 16) embark on its first foray into European competition in 53 years as the club takes on Dutch side AZ Alkmaar at the Stadium of Light as they kick off their Europa League campaign.
Sunderland Business Improvement Districts’ CEO Sharon Appleby said the impacts of qualifying for Europe extend far beyond the benefits to the club and team.
She said: “Qualifying for the Europa League is really significant for businesses in the city. The extra games alone will bring increased footfall, overnight stays, and revenue into the city.
“Being in Europe will really raise the profile and reputation of the city. Along with the opening of the world class Eye Hospital and the Culture House, Sunderland AFC helps to spread that positive message of what’s happening in Sunderland.
“The images used by the television companies of the city centre, fans on Keel Crossing, and the drone shots showing our city and beaches really can help bring tourists into the city, not just on matchdays, but going forward.
“European exposure really takes things on to another level. We got feedback from the Hull City fans after the cup game and they said they couldn’t believe the difference in the city in just a couple of years.”
It’s a sentiment shared by Sunderland City Council leader, Councillor Chris Eynon, who said: “Sunderland AFC's return to European competition is a tremendous moment for our city.
“After that outstanding season in the Premier League, the club earned its place on the European stage and all fans remain incredibly proud of that achievement.
“More than 50 years since the club's last European campaign, Sunderland has this fresh opportunity to showcase itself with a big international audience.”
Ahead of the arrival of AZ Alkmaar, Cllr Eynon added: “Let’s give our Dutch visitors a warm Wearside welcome and a good game to remember.”
Sharon also said the positivity experienced by people across the city can lead to “less absence from work and improved productivity”.
SAFC Chiefs hope to make fans proud
Black Cats owner Kyril Louis-Dreyfus and CEO Tom Burwell said the club is ready to embrace the opportunity of returning to Europe.
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Tom said: “We found out on May 24 on that great day against Chelsea that we would be playing European football and we began to prepare for that realisation. We recognised the challenge but it’s one as a business we are ready to grasp.”
Kyril added: “We will try to prepare as well as we can and take this opportunity. We see this as an opportunity for Sunderland to compete in a new tournament whilst making the fans proud.”
Drawing Italian giants AC Milan also means fans can at last put to bed taunts from their Magpie counterparts with their ‘have you ever seen a Mackem in Milan’ chant.
Kyril said: “It was fate we would draw Milan and I’m sure it will be a great day out for the fans to enjoy.”
Tom added: “We are now going to see a Mackem in Milan. When we say a Mackem, I think there will be 20,000 Mackems in Milan, but it’s an incredibly exciting time and a great draw for us and we are looking forward to the adventure and taking it very seriously.”