Assessing the important concerns raised by supporters as Sunderland begin to tackle difficult dilemma

COMMENT: Phil Smith assesses Sunderland’s plans to tackle the difficult issues surrounding season card renewals
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It's a dilemma that every football league club is soon to face.

Executives up and down the country have warned that while the short-term impact is considerable, it is only later this summer that the COVID-19 crisis will present its biggest financial challenge.

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Clubs have little income in the off-season and the cash generated by season-card renewals through June and July is essential.

It looks set to be some time before supporters will be able to return to the Stadium of LightIt looks set to be some time before supporters will be able to return to the Stadium of Light
It looks set to be some time before supporters will be able to return to the Stadium of Light

At the moment, though, no one can offer any answer as to when the new season will begin.

The EFL are likely to follow the lead of the Premier League, who will likely begin again in September.

If that is the case, then there remains a strong chance that it will have to be behind closed doors. The government warned recently that while it was giving the green light to sporting events resuming in June, the opening of stadiums was likely to come 'significantly later'.

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Though some hope there could be a way of getting some fans back into grounds, full stadiums are some way off yet.

So every club has to balance its need for revenue and its need to do right by loyal supporters.

Some clubs have said that they will not put season cards on sale for next season when there is doubt on whether next season will even begin if it is to be played behind closed doors (an issue of fierce debate in the fourth tier particularly, and also the third).

Sunderland are in a group of clubs who are asking supporters to renew, with some significant caveats.

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The first element of their approach is to say that they will offer a refund if the current campaign is curtailed.

That is absolutely right and would also come at a considerable cost, even if the Black Cats' three remaining home games is a lower total than many.

Indeed, this is one of the key reasons why clubs such as Sunderland and Portsmouth have been vociferous in pushing for a resumption.

While acknowledging the burden that the costs of testing and playing behind closed doors would create for smaller clubs in the division, they have pointed out refunds for matches lost would be equally damaging for them.

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Combine this with the potential cost of paying a rebate to broadcasters for matches not fulfilled, and they argue that you could be looking at a bill just as substantial in the event of not curtailing.

Some supporters responded to the news by saying that the club could keep the money in the event of a curtailment.

Many, understandably, will not be able to consider this in the current climate and will quite rightly take up the refund in the event of a curtailment.

Next season's cards are a more complex issue and it is here that many supporters have raised valid concerns since Sunderland outlined their intentions on Friday.

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The club moved to thank the thousands of supporters who have shown 'unparalleled' loyalty by already renewing.

It's a quite remarkable development, given that Sunderland are facing a third campaign in League One for the first time in their history, and fans cannot even be guaranteed access to the early games of the season.

For those who aren't able to renew at this uncertain time, their seat will be reserved through the summer. The indefinite extension of the early-bird pricing is also to be welcomed, ensuring supporters who are not yet able to commit to renewing are not punished for circumstances out of their control.

For those that do renew, some key questions remain.

The club's statement has inferred that if the next season does begin behind closed doors, supporters will not be offered a refund but instead be offering a streaming pass at no additional cost.

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This, it would appear, would also be the case if the current season resumes.

This is a thorny issue, given that in normal circumstances a streaming pass normally costs significantly less than a matchday ticket.

Refunding supporters in the event of fans not being allowed into the grounds would be expensive, and many would want to watch the game on a stream, but it is a lot to ask of fans and it is fair to feel the option to refund should at least be there.

Some fans have also, absolutely rightly, pointed out that they have multiple season-card holders in one household. As such, offering a streaming pass to each holder brings significant financial repercussions that are impossible to justify.

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These are the issues that Sunderland will have to consider moving forward.

To that end, it was concerning to see the Red and White Army say that they had not been consulted on the plans.

Their membership is vast and allowing them to have a period of consultation would surely have been to the benefit of all.

In these most uncertain times, clubs need their loyal supporters more than ever and placing them at the heart of these crucial decisions is vital.

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Trust and goodwill is absolutely essential when so many tough decisions are to be made.

The start of the COVID-19 crisis saw Madrox put significant funds into the club (potentially including FPP funds), to bring the balance owed down from £20.5 million to around £11 million.

Supporters may also rightly wonder whether this will happen again in the near future as they make their own sacrifices for their club.

In these unprecedented times, there is no solution that suits everyone.

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Each and every club will have difficult decisions to make and one wonders, too, whether the EFL could do more moving forward to try help clubs put together initiatives and offerings that can help supporters feel more involved in the matchday experience, if a new season does indeed have to begin behind closed doors or in front of a very limited crowd.

Sunderland have made their first steps in navigating the issues at hand.

There are elements to be applauded, and plenty to ponder.