Watch Welcome to Sunderland sign take its place on Stadium of Light

Visible from as far away as Keel Square, the famous Welcome to Sunderland sign is back.

A recreation of the signage which once adorned the back of the legendary Fulwell End in the old Roker Park, the new sign took its place on the side of the Roker End at the Stadium of Light today, April 22.

Installed by a team from Sunderland-based WH Forster Printers, all 19 letters are now in place.

The signage lights will be tested over the next couple of days, with the sign visible in its full effect for Friday night’s clash against Nottingham Forest.

Sunderland architectural and engineering practice Building Design Northern worked with Sunderland AFC to recreate the signage, aiming to make it true to the original.

The unveiling of the sign forms part of a ‘Made in Sunderland’ week, which the club is running in partnership with University of Sunderland.

Running all this week, the aim is for a week-long celebration of the ‘stories, people, businesses and culture that make our city great’ and includes an auction of one-of-a-kind shirts designed by local artists.

A club statement reads: “As part of the week, the University of Sunderland will join the club as our 2026 MiS partner, helping to champion Sunderland’s story and share it with audiences across the region and beyond.

“Supporters can also look forward to a matchday experience designed to celebrate the city at every turn, with local voices, local talent and local creativity woven throughout the occasion.

“An expanded fan zone live from Keel Square will also showcase the best of Wearside, as local artists are invited to help shape the visual and cultural feel of the matchday experience. “

Sunderland’s chief business officer, David Bruce, who is set to leave the club this summer, said: “Sunderland has always been a city that creates, builds and inspires, and Made in Sunderland Week is about celebrating exactly that.

“Following the connection and momentum we saw during Heroes Week and Founders Week, this is another opportunity to shine a light on the people, places and businesses that make our city so special.

“It also feels especially important to be delivering this alongside the University of Sunderland. There’s a real alignment in how we both see this city and in our shared belief that Sunderland’s story deserves to be celebrated proudly and told widely.

“From the stories we share during the week to the matchday experience itself, supporters will feel the heart and soul of Sunderland in everything we do.”