Long read: How Sunderland AFC and Kevin Ball are leading the way in the loan market

Sunderland’s loan mantra is a simple one - but their system is the envy of many in the footballing world.

While loan managers and arrangers are quickly becoming common-place at the elite level of the football pyramid, they are far from a new concept for at the Academy of Light.

THE STRUCTURE

Although Kevin Ball’s role in helping outgoing loan players has only recently been formally recognised with a change of title, the Sunderland legend has been on hand to youngsters leaving on a temporary basis for over a decade.

And now, what started as an extension of his role with club’s under-21 side, has evolved into a staffing structure that many Premier League sides fail to match.

“My role is to be part of a group of people who are available and responsible for any of our young players who go out on loan,” explains Ball.

“We have a structure in place so that they can ring any one of us. Obviously I would be the lead; I would like to think I would be the first port of contact.

“What we try to do is be 100% available for them, but also to make them take responsibility for as much as they can as time goes on so they become self-sufficient.

“But whether it’s medical, psychological, mental or anything else - there’s a network of people there available for them at any time.

“We feel we’ve got something in place which really suits our needs at the moment.”

And Sunderland’s support doesn’t just cover on-field matters either.

Ball is a firm believer that players must be comfortable off the field - especially given loan moves are often the first time some players have lived outside Wearside - and he is on hand to assist with living arrangements and other issues.

“We check on their digs, for example,” he adds.

“We’ve got Ethan Robson at Grimsby and I’ll ring him up and ask him what it’s like down there and how things are going.

“I know where he is staying is perfect for him because I have a good relationship with the club and their former manager.

“We have had incidents where players haven’t been happy with where they have stayed - and that’s been dealt with and dealt with quite simply.”

ARRANGING THE DEAL

So how do the Black Cats arrange temporary exits for their young talents?

Most of the time, Ball knows when a player is ready to seal a temporary exit - and so too does the individual.

“Even when I was under-21 manager I could spot when a player - and I know this sounds really weird - had gone from playing really, really well to actually plateauing a little bit,” claims Ball.

“I knew they were bored. It wasn’t challenging them anymore and there was no edge to it.

“When that edge is not there, for a young player who has aspirations to play higher, you have to find that edge for them.

“Even at Christmas, I will know the players who need to get out - but most of them will come to you.”

Then comes the slightly more tricky part.

Finding the right club is pivotal. Sunderland like to see clear research; some evidence that the side looking to take the individual have done their homework.

There also needs to be a realisation from the player that their first temporary stint may not be an ideal one.

“We can have a discussion about seeking a loan move, but it may not be perfect for them to start with,” he continues.

“If people come knocking on the door or ringing me, it makes it a lot better because they’ve researched the player as well.

“I’m very loathe at times to force players on people, because I want them to know enough about our players and to have done their homework.

“Sometimes players will go to a club for a weeks’ training with a view to a loan, just to get that experience.”

Sunderland have also forged links with a number of local clubs in a bid to get youngsters playing football.

Northern League side Sunderland RCA have benefitted from such a partnership, while further up the pyramid both Harrogate Town and Grimsby Town have impressed with their treatment of the Black Cats’ future talents.

“The relationship we have with different clubs is not the be all and end all, but it’s bloody good,” adds Ball.

“The fact that I can ring pretty much most managers up, and we can have a good conversation, is beneficial to the club - but other people in the club could do that.

“We look around us locally - Gateshead, Carlisle, Hartlepool, Blyth, York - there are clubs that are good stepping stones, good opportunities for our players.

“But they still have to perform there. Fans are partisan and demanding and all these places are a fantastic opportunity for our players to take that step into the unknown.

“And the fact we have that relationship is brilliant for us.”

MONITORING PROGRESS

Once a loan deal is sealed, the player is not left isolated.

Their progress is constantly monitored back at the Academy of Light, with Ball playing a key role in maintaining contact with the individuals during their time away.

That comes via regular phone conversations, observing games on WyScout and even reading fan reports - such is the depth of knowledge Ball is keen to establish.

“The one thing we won’t do is forget them,” he states.

“I try to speak to them on a regular, or for some it may be a semi-regular, basis.

“Sometimes, I see a performance and see what’s happened and maybe think I shouldn’t ring them tonight.

“But then it’s amazing when you have a player who has a great performance and can’t wait to get on the phone with you after the game. Then the next week they lose and don’t contact you.

“I laugh about it because...I don’t laugh at them, but I love that they’re getting that real experience as a player and start to understand that it isn’t always perfect.

“It’s making them understand that these are the situations they will have to go through in their career, but it’s about putting them in perspective and ensuring they don’t dwell on them.

“I’ll look at their games - we have different platforms where we can do that - and believe it or not - I go through match reports and see what reporters and fans are saying about how they’re doing.

“We had a player out on loan last year and I read reports and fan articles on how he was doing. I had perceptions in my head and was thinking he was doing magnificently.

“I couldn’t wait to get to them game, and on that day I wouldn’t have said he had a particularly good game.

“But reading those reports put me in that frame of mind and assured me that people think highly of him - which means he must be doing something well.”

And when time allows, Ball and manager Phil Parkinson will both hit the road to observe their progress in the flesh.

“When we have weekends off, like this weekend, he’ll find one of the players and go and watch them,” says Ball of the first-team chief.

“I’m knackered for driving at the moment because of my neck, but I’ll probably go to Scarborough and watch Jake Hackett for Whitby.

“We’ve had managers who want them out on loan, and some who want to keep them, but I’m a massive believer in that a loan - good or bad - can work for a player.”

DEALING WITH CHALLENGES

On occasion, however, things don’t go to plan.

Youngsters can clash with managers or find themselves out the team - and it’s on instances like this where Ball can provide additional assistance.

Ultimately though, he is keen to ensure that the young players themselves take responsibility.

“Now, there’s been incidents in the past where one of our players has maybe had a disagreement with a manager.

“I sit down with them and I can see where they are coming from - but it’s not my responsibility to go and sort that out.

“They have to take responsibility for themselves. It wouldn’t bother me telling them if they were right or wrong, but at the end of that discussion I would say ‘but you’ve got to deal with it’.

“I can step in or ring in, if I really feel that I need to, but up to date - touch wood - that hasn’t been the case and the young players have been really good when they’ve gone out on loan.

“It hasn’t always been perfect, I’m not saying it’s always gone magnificently well, but it’s given a taste to a lot of young players about what life is like outside the comfort of their own club and where reality can hit home a lot quicker.”

And for Ball, recalling a player should only be a last resort.

Instead, players should be encouraged to fight for the right to play.

“A lot of the time you can’t recall them anyway.

“There’s certain loans where you can recall players, but most of them they are there for a set period of time.

“You probably could on some loans ask them to come back, but they couldn’t play for anyone at the club - it would be a case of training and that’s it.

“That, for me, wouldn’t be beneficial.

“Instead of recalling, we want to look at the situation of why they aren’t playing.

“Is it because the manager at the club doesn’t fancy him? Then why doesn’t he fancy him? What can he do to get in that team?

“Unless it was not helping their mental health, I would suggest they stay there and understand that this is the reality of football.

“You’ve got to be very careful - the player is at the centre of everything and all loans are different.”

All loans are indeed different, but Ball and Sunderland are ensuring that their young players are benefiting - no matter how their loan pans out.