‘The whole city will come alive’: Businesses react to Sunderland AFC qualifying for Europa League

A dramatic 2-1 victory over Chelsea on Sunday secured a seventh-place Premier League finish and Sunderland AFC’s place in next season’s Europa League — their first European campaign in more than 50 years.

Beyond the celebrations at the Stadium of Light, business leaders, hoteliers and hospitality venues say the achievement could transform fortunes across the city, bringing thousands of travelling supporters, global television exposure and a major boost for local trade.

According to the North East Chamber of Commerce, qualifying for the Europa League “brings new levels of exposure” for the club, city and region as a whole.

Josh Maratty, the organisation’s policy adviser, said: “For the city, it means at least eight extra games during the season, with four home games. This means more people in the city spending money locally.

“Since Sunderland’s return to the Premier League, we know that beyond the pitch, hotels are reporting an upturn in overnight stays and ‘longer dwell times’.

"Local businesses are experiencing what they describe as spill-over spending, with matchdays becoming full-day economic events rather than just 90 minutes of football.

“The city will hope to build on this momentum following the club’s qualification.”

The Europa League promises significant rewards to all participating football clubs, and will help grow Sunderland’s revenues next season.

The competition includes eight fixtures, meaning a minimum of four games will be played on home soil, each bringing an estimated seven-figure revenue boost.

Josh continued: “The Europa League puts Sunderland firmly on the map, with European fans travelling from places such as Milan, Marseille and San Sebastian to support their home clubs.

“This is an opportunity for Sunderland businesses to showcase everything the city has to offer visiting fans, while strengthening Sunderland’s reputation as a vibrant tourist destination and creating a lasting impression long after the final whistle.”

Councillor Chris Eynon, Sunderland City Council leader, said: “Firstly, congratulations to everyone at the club for what has been a phenomenal season at Sunderland AFC.

“It’s a great reward for all fans and qualifying into European competition for the first time in more than 50 years is a tremendous achievement.

“This return to the Premier League and now European football is a major boost for civic pride and our city’s identity.

“We can expect several positive and beneficial impacts over the next season from the direct economic activity to the wider reputational and global exposure we’ll be receiving.

“Alongside local support and spending through the extra European matches at the stadium, these fixtures bring supporters, media and officials who will all be spending in the local economy on accommodation, food and travel.

“Just as importantly, there are big and positive reputational benefits as we’re on a bigger international stage and being showcased not just across Europe, but across the world.

“This is more than a sporting milestone, it’s also a major opportunity to remind others about all the great and good things we have in our city. Ha’way the lads.”

The Europa League is not just an achievement for football fans however, it is also set to bring a multitude of benefits to local restaurants, cafes, pubs, bars and hotels.

Gareth Freeman, general manger of the Hilton Garden Inn, which is located next to the Stadium of Light, said: “We have seen over the past year the positive impact the club playing in the Premier League has had on the city and on the hotel.

"We’ve welcomed visitors from around the UK who have stayed with us and also people who have come to eat and drink and enjoy our special football-related packages.

“Qualifying for the Europa League will be a whole new level, allowing us to welcome international visitors who will come for the football but then hopefully will see reasons for returning to visit us on other occasions.”

For restaurants like Tarantinos – The Seafood Cartel, the Europa League “will bring a completely different level of energy” and increased footfall for every game that is held.

Manager Clarice said: “Honestly, I think it would be massive for Sunderland as a whole.

"This city lives and breathes football, and when Sunderland AFC are doing well, you can feel the buzz everywhere — the pubs, restaurants, taxis, hotels, shops, even just the atmosphere in town.

“For businesses like ours at Tarantinos, European football will bring a completely different level of energy into the city.

"There will be more visitors, more bookings, more people staying over and spending money locally. But more than anything, it gives people in Sunderland something to feel proud of again.

“Sunderland people are some of the most loyal and passionate people you’ll meet. We back our city through the hard times, so to see the club on a European stage would mean everything to a lot of people here.

“I think it will put Sunderland on the map in a huge way and give local businesses a real boost at a time when many independents have had a tough few years. The whole city will come alive.”

Sharon Appleby, chief executive of Sunderland's BID, said: “The incredible news that Sunderland has qualified for the Europa League will bring innumerable benefits to the city, both in actual visitors and in terms of our profile.

“The buzz this has already created is electric and the fact that we can now look forward to playing against some of Europe’s top teams, which will bring their fans to the city, is a very exciting prospect.

“At a time when Sunderland is going from strength to strength, this really is the icing on the cake and will help us build a huge amount of awareness across the UK and beyond of what we have to offer – which benefits everyone.”