'An absolute disgrace' – Sunderland backlash grows as loyal fans priced out and blocked from seat changes

Two long-serving Sunderland season ticket holders have raised concerns over being unable to move out of corporate packages and into general admission seats, despite decades of loyalty to the club.

Both Steven Poppleton and Gary Crosby went public with their situations on social media before contacting The Echo. A number of fans have come forward with detailed accounts of being unable to retain or adapt their matchday experience despite decades of loyalty.

Mr Poppleton, a supporter of 40 years and a season ticket holder for the past two decades, has been refused a new ticket after requesting a move from the premium ‘76 Yards’ area back to general admission. The move followed a period in which Mr Poppleton and his family upgraded their matchday experience to support his father George, who had mobility issues and has since passed away.

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Mr Poppleton, 48, said: “I can’t believe the way my family have been treated regarding our season tickets. As a season ticket holder for the last 20 years and hardly missing a home match in the last 40 years, I have been refused a new season ticket as I want to move from 76 Yards to general admission.

“Two years ago, we moved into the Black Cats Bar as my dad had mobility issues and struggled getting into his seat. We reluctantly agreed to stay when changing to the 76 Yards, as we knew it would be my dad’s last season. With help from family and friends, we managed to absorb the astonishing price increase from £850 to around £2,300.

“Unfortunately, my dad joined the Heaven Branch in February. As we are season ticket holders, we presumed we would just move seats next season. When we informed the club that we would like to move back to general admission, we were told we would have to join the waiting list, which had already been accepting people for three weeks.

“I reached out to club liaison officers, and they agreed I had a special case and would review it. Afterwards, I received a phone call from the ticket office saying they had refused my request. They said they treat corporate and general admission separately. My whole point was that I have a season ticket and I should be allowed to move before non-season ticket holders.

“After supporting our club through some of the darkest days, especially the last 10 years, I have now been brushed to one side as they have enough demand to fill the place without my family. I dragged my seven-year-old boy, Frazer, to the match when we were in League One. Now, we have a team he desperately wants to see, so I have had to tell him what has happened. My dad would be turning in his grave if he knew about the club's decision.”

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Gary Crosby, who has held a season ticket continuously since 1988, also raised concerns after being priced out of corporate hospitality. Mr Crosby moved into a corporate box during Sunderland’s time in League One, at a point when the club was struggling on and off the pitch. The cost of that package has since risen significantly by around £2,900, leaving him unable to renew.

He said: “I’ve had a season ticket since 1988, never missed a season. The club encouraged me and helped me move to corporate four years ago, last season in League One. It was £2,400 for a corporate seat in a shared box. Next season it’s £5,300, I can’t afford it. I’ve spent nearly £13,000 on a single corporate seat for the last four seasons, with money on away games and travel too.

“I asked this season to swap to a normal season ticket and was told by the club that I would have to join a waiting list, which had already been open for three weeks, with thousands on it. I emailed the club, David Bruce, Chris Waters and RAWA. I got a reply eventually from the ticket office saying, ‘Sorry, the exec has reviewed your case, and you will just have to join the waiting list’. It’s an absolute disgrace. All those years of loyalty just thrown in my face.”

Mr Crosby, 58, who attended his first Sunderland game in 1975, added: “We weren’t even allowed to join the seat swap phase or be placed at the front of the season ticket queue. Not only that, as a ‘new season ticket application’, we will be paying 20 per cent more than those who have renewed in the same section. 38 years continuous, same membership number. I’ve never once suggested anyone should be moved out to accommodate me, just that I was given the chance to select a normal seat as a swap, just as all the season ticket holders have been able to do. What other business would you get away with treating customers like this, and why would anyone ever upgrade to corporate again?

“General admission season ticket holders were offered a loyalty discount to renew. Anyone getting a season ticket via the waiting list is paying full price, and the club are not offering any split payments over time. So even if I was successful, my loyalty wouldn’t have been recognised, and I’m paying more for the same seat others are paying less for! There is no fairness at all. I feel I have been treated differently from everyone else. The club didn’t make it clear that when I transferred from a normal season ticket four years ago to corporate, they would not be able to transfer me back to standard seating.”

The Echo approached Sunderland AFC regarding the concerns raised by the supporters, but the club declined to comment.

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