Exclusive:James Copley’s Sunderland notebook: David Bruce shows class, dealing with agents, Newcastle dominance and global fans

Thanks again to everyone who has stuck with these notebooks as we head into the World Cup and transfer window. The idea remains the same - to pull together a few smaller bits of information, observations and context that might not always sit neatly as full stories on their own.

This one looks at Sunderland’s growing international reach, what dealing with agents is really like and a classy gesture from former chief business officer David Bruce before his recent departure to Sheffield Wednesday.

What dealing with agents is really like

People often ask what dealing with agents is like. The honest answer is that, just like people in any walk of life, they are all different. Although I once had an agent ring me during a transfer saga, and his opening question was: “Are you ready to f*** Sunderland?” My response was a polite no. I told him I did not want to do that, but I was happy to hear his client’s side of events, and we went from there.

I have not spoken to him since his player left Sunderland, but that is one extreme example of how these things can start. On the whole, I have found the majority of agents I have dealt with to be very pleasant people. That is particularly true of local player representatives based in the North East, who tend to understand the club, the area and the importance of good relationships.

Most are simply looking out for their client and acting in what they believe to be the player’s best interests. I have rarely got the feeling from agents that they are trying to move a player on purely for their own gain. There has been one exception to that - different to the f-bomb man - but unfortunately, everyone has to remain nameless, or I will get myself into trouble.

The important thing is not to take everything at face value. An agent’s version of events is useful, and sometimes very important, but it is still only one side. I think one bad habit in the growing social media influencer and online sports journalism scene is that big accounts can sometimes just parrot what an agent has said without enough context. That is not how we try to work.

The aim should always be to build the fullest possible picture for readers. Transfer stories are rarely straightforward. There is usually a player view, a club view, an agent view and a market reality, with the truth often sitting somewhere in the middle. That is why it remains so important to include the club perspective where possible, double-source information and apply a bit of balance before presenting anything as definitive.

Increasingly, it feels as though some large social media accounts simply present one side of a situation without much thought for the wider context. That is their choice, of course, but readers are now becoming smarter when it comes to analysing where information has come from and what agenda may be attached to it.

A classy David Bruce gesture

I did share this on social media towards the back end of the season, but it feels like it sits nicely in a notebook, too. I would like to pay tribute and say thank you to David Bruce, who has now left Sunderland for Sheffield Wednesday.

Before Sunderland’s game against Nottingham Forest, which was his last at the club, Bruce asked the local newspaper lads in the North East to meet him. He thanked us all for our coverage of the club and presented us with a handwritten note of thanks. It was the first time I had really experienced anything like that from a senior club figure, but it was a marker of the man and a very classy move.

What made it even more striking was that it was actually the first time I had met Bruce properly. Yet he knew all about every member of the press pack and the type of work we had all produced. That speaks to how closely he followed things, but also how passionate he was about Sunderland. There is no doubting he had a fantastic impact at the club. Sunderland have changed hugely in recent years, on and off the pitch, and Bruce played his part in that progress.

It is easy from the outside to see football clubs only through players, managers and transfer fees, but senior staff help shape the direction, feel and ambition of a place. Good people matter. Bruce came across as one of those, and I really do wish him well at Sheffield Wednesday, which is a fantastic and grand old institution.

Sunderland’s international reach

One of the most enjoyable parts of this job is meeting people who have found Sunderland from all corners of the world. Last season, I met Dawson Pies and his sister Maddie from the USA completely by chance after the 3-2 win against Bournemouth. They are now planning another trip with their mother, and are even running the Great North Run for the Foundation of Light.

What makes that story even better is that this is not a post-Netflix or Premier League thing, though I mean no offence to those new fans. Dawson and his family have been long-term supporters for more than 15 years, having stumbled across the club, fallen in love with it, and never really looked back. That, to me, says so much about the power of this area and the passion inside the Stadium of Light. I am very grateful to have met them both. Their knowledge and passion for the club and for their adopted home was first-rate.

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Sunderland is infectious and genuine. It gets under your skin. People want to be part of it. That is why it makes sense for the club to continue growing and monetising their international reach, provided it is done in the right way. The partnership with the Elvis Presley estate looks like a masterstroke, while the ownership’s desire to expand stateside is clear with the upcoming pre-season tour. Kyril Louis-Dreyfus’ recent visit to Ghana also showed a desire to renew and strengthen the club’s influence in Africa.

This is the modern world and modern football. Some hardcore local supporters understandably lament the influx of “tourists”, but I actually welcome it - as long as it does not come at the expense of match-going fans who have carried the club through the difficult years. We know this club is the best of all time in our completely unbiased minds, so why not share it with everyone else?

Sunderland’s dominance over Newcastle extends to London

Sunderland’s dominance over Newcastle United has already been well established on the pitch in recent months - and it has now apparently extended to London as well. Supporters’ branches from both clubs recently met for a friendly match in the capital, and I did promise I would give the result a mention in this notebook. The score? A resounding 5-0 win for the Sunderland lads.

I’m sure that scoreline will have gone down very nicely in the group chats afterwards. In all seriousness, well done to everyone involved from both sides. These games are always a great way of bringing supporters together, particularly those following the club from outside the region, and I’m sure it was played in exactly the right spirit. Still, a 5-0 win over Newcastle is a 5-0 win over Newcastle. Some things are always worth recording.

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