Sunderland AFC make a further season card u-turn as Jim Rodwell apologises for initial 'mistake'

Sunderland have confirmed that all supporters who have purchased a 2020/21 season ticket can receive a pro-rata refund for any games that are played behind closed doors.
Watch more of our videos on Shots! 
and live on Freeview channel 276
Visit Shots! now

The Black Cats were met with criticism from supporters after their initial season ticket plans, which would have seen supporters who had already renewed ahead of the new League One season left out of pocket were games played behind closed.

But following a meeting with various supporter groups on Friday [June 12], chief executive Jim Rodwell has confirmed that the club have now reversed that policy – and apologised for the initial ‘mistake’ in the club’s communications.

Hide Ad
Hide Ad

Supporters who have already purchased, or go on to purchase, a season card for the new campaign will now be eligible for a pro-rata refund or streaming pass should any games played behind closed doors.

Sunderland AFC have confirmed another season ticket u-turnSunderland AFC have confirmed another season ticket u-turn
Sunderland AFC have confirmed another season ticket u-turn

“When we initially announced our 2020-21 season card plans, our intention was to provide all of our supporters with the opportunity to renew when their personal circumstances allowed,” said Rodwell.

“This is why we took steps to ensure that those unable to commit at this challenging time retained their seat and loyalty points, and why we also committed to offering part-season cards once the uncertainty surrounding next season was clarified.

“What we failed to take into account was the emotional connection that season cards represent. Many of our supporters have renewed for many years, many decades, and it is part of their identity. This was a mistake and I apologise that we did not take this into consideration.

Hide Ad
Hide Ad

“After reflecting on Friday’s meeting, we have addressed this and I’m pleased to say that all supporters that have renewed for the 2020-21 season, or purchase a new season card, will receive a pro-rata refund [or a streaming pass] for any games played behind closed doors.

“I appreciate that this will cause considerable inconvenience for those that have already cancelled their season cards, and we apologise for this. We are working closely with Ticketmaster to ensure that should they wish to, fans will simply need to log on to their online account to pay or re-join the Direct Debit scheme.

“The club will provide a further update once this service is up and running, and I would ask our supporters to bear with us whilst we work through the logistics that will ensure the process is as user-friendly and simple as possible.

“Like all clubs, we are in uncharted waters and this is an incredibly challenging time, but we will continue to listen and work with our supporters to ensure that if mistakes are made, they are rectified.

Hide Ad
Hide Ad

“It is clear that there is an incredible amount of work to be done to restore trust and faith within the club, but I hope supporters will see this as a small example of our willingness to do that and as a positive step in the right direction.”