Sunderland AFC charity has “the world at its feet”

Chief Executive Lesley Spuhler launching the rebranding at the Top Scorer award ceremony
Chief Executive Lesley Spuhler launching the rebranding at the Top Scorer award ceremony
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A FOOTBALL charity has the world at its feet after undergoing a major revamp.

The Sunderland AFC Foundation, the official charity of the Premier League club, is to be renamed The Foundation of Light as part of a re-branding.

It is hoped the move, which also includes a distinctive new logo and the slogan “The World at Your Feet”, will help boost fund-raising as well as the profile of the group.

Chief executive Lesley Spuhler launched the re-design, which was overseen by North East-based marketing agency Gardiner Richardson, at the foundation’s annual Top Scorer awards ceremony, which honours those who have excelled during training and activity sessions.

“The new brand identity Gardiner Richardson crafted for the SAFC Foundation has intelligently encapsulated all that is important to us and the people we work with.”

The foundation, which recently celebrated its 10th anniversary, works with up to 40,000 children every year, helping them gain skills and qualifications, as well as using family learning to support communities.

Former Olympic runner Steve Cram, also a foundation trustee, said: “It’s a really exciting time to be involved with the foundation as it continues from strength to strength, helping more and more young people both locally and farther afield.

“As sport is such a big passion of mine, it’s great to see young people just as passionate and witness first-hand the positive impact we can have on their lives.”

Darren Richardson, director at the Newcastle agency, said it was a “uniquely challenging project”.

“To create a distinctive identity for the foundation that could also sit seamlessly alongside the iconic SAFC badge was a real achievement by our design team,” he said.

“This was a really important consideration in the evolution of the brand – to not only reinforce its origins, but also its future commitment to the club and their shared vision of improving people’s lives through football.”

For more information about the foundation, visit

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