James Copley: Sunderland’s return to Europe could transform more than just the football club
Sunderland’s European return can boost the club, the city and the businesses that make Wearside what it is
There is an old phrase that a rising tide lifts all boats, and Sunderland’s return to European football feels like one of those moments where that might actually apply.
The obvious focus will be on the football club. Extra games, extra revenue, wider exposure and another major platform for a team that has already moved forward at remarkable speed. But Europa League nights at the Stadium of Light could bring plenty for the city too.
Four guaranteed home fixtures means four more nights where thousands of people will head into Sunderland. Home fans, away fans, media, broadcasters, club staff, hospitality guests and visitors will all need places to eat, drink, stay and spend money.
That should be good news for hotels, pubs, restaurants, taxis and independent businesses across the city. It gives people another reason to come into Sunderland, another reason for the city centre to feel busy, and another chance to show people from outside the region what the place has to offer.
There is plenty to show. The city has made real strides in recent years. It is not perfect, and nobody should pretend otherwise, but Sunderland feels like a place with more energy about it now. There are authentic local spots like Crave, Pop Recs, Otto Coffee and Hot Rats, while the pub scene has plenty of range depending on what sort of day or night people want.
Port of Call, The Ivy, The Wheatsheaf, The Cambridge, Chaplins, The Dun Cow, The Isis, The Peacock and others all offer something different, and that is before you even get to the beach, the seafront, The Fire Station, The Empire, Keel Square and a growing selection of places worth visiting before and after a match. European football puts more than the team on display. It puts the city on display, too.
Some visiting supporters will arrive, have a walk along the coast, see the river, spend time in the city centre, find a pub or a coffee shop, visit the Stadium of Light and perhaps leave with a different impression of Sunderland than the one they arrived with. Some may even like it enough to come back one day. There should be pride in that.
The Stadium of Light has undergone a facelift in recent seasons and is set for more work this summer. A full, noisy, improved Stadium of Light on a European night will be one of the strongest adverts Sunderland could have. The club will benefit financially from Europe, of course. But so will the wider area.
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For years, Sunderland has been carried by its people. Now the football club has a chance to bring more people back into the city, showcase the progress being made and give local businesses the lift that comes with another major night on Wearside.
European football is a reward for Sunderland, the football club, but also for the city itself. The club will feel the benefit, of course, but so will the pubs, restaurants, hotels, taxis, independents and everyone else who helps make the place what it is.
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