Jim Rodwell announces two key changes to season card policy in open letter to Sunderland supporters

Sunderland’s CEO has announced that supporters will be offered a refund even if games this season are played behind closed doors.

The club had initially planned to offer each season-card holder a streaming pass for home games played behind closed doors this season.

Sunderland are not changing their plans for renewals next season, with those who sign up offered a streaming pass in lieu of a refund for any games played behind closed doors.

However, those who have signed up already and paid in full will now be offered the chance to claim a refund.

Supporters have until June 11th to cancel if they are on the auto-renewal direct debit scheme.

Those who do will have their seats reserved and will be able to buy a pro-rata card whenever restrictions on fans attending games at the Stadium of Light are lifted.

Fans had reacted furiously to the club’s announcement this week, while the Football Supporters’ Association had also said that the club’s initial policy was wrong.

Writing to supporters, Rodwell said that the club was in a ‘healthy financial position’, but any immediate renewals would help the club budget.

He said it ‘was more important than ever’ to listen to supporters and says he hopes his update is a reflection of his intent to do so.

The letter in full

Dear supporter,

Following Wednesday’s season card announcement, we have listened carefully to your feedback and I wanted to update you on several points.

We remain hopeful that the 2019-20 season will be played, but in addition to our commitment to refund supporters if it is curtailed, you will also have the option of a refund should the season conclude behind closed doors.

We also appreciate that many of you have already paid in full for next season and that our communication in this instance should have been clearer. To clarify, if you have already purchased a 2020-21 season card, you will be able to obtain a refund should you wish to do so.

Whilst we remain in a healthy financial position, season card revenue will be key when budgeting for next season and like all clubs, it is very important that we generate any additional income we can in these uncertain times.

Throughout the EFL, supporters are asking the same questions regarding ticketing, but due to the uncertainty surrounding both the current season and the 2020-21 campaign, the majority of clubs haven’t been forthcoming in their response.

Therefore, it was our intention to set out a clear plan moving forward that not only provided clarity, but also ensured supporters were not penalised in any way entering the new season and during what is an incredibly difficult time for us all.

Following today’s updates, all season card holders will now be able to make an informed decision as to whether or not they renew.

In the event that you choose not to renew, your seat will be reserved, your loyalty points will be retained, and the club has committed to offering pro-rata season cards at a later date.

Alternatively, those who choose to renew will do so on the understanding that no refunds will be given in the event that games are played behind closed doors, and that they will receive an additional streaming pass for the duration of the season.

As a club, it more important than ever that we listen to supporters and work with you. I hope that today’s update reflects my intention to do exactly that throughout my time on Wearside.

We will continue to work closely with our supporter groups to clarify any outstanding questions, and I hope to see you all at the Stadium of Light very soon.