Sunderland make positive season ticket move after long-serving fan concerns and supporter group meeting

Sunderland have moved to alleviate supporter concerns over the club’s renewal process, with several fans now understood to have been offered a resolution after club contact.

The Echo reported last month that supporters had raised serious concerns after being unable to move out of corporate packages and back into general admission seating despite decades of loyalty, alongside wider direct debit and ticketing issues. Not every case has been resolved, but the latest developments represent a positive step after the club told supporter group RAWA that it would review individual cases and contact fans directly.

One supporter to speak publicly was Steven Poppleton, who has followed Sunderland for 40 years and held a season ticket for the past two decades. Mr Poppleton had asked to move from the premium 76 Yards area back into general admission following the death of his father, George, who had mobility issues and was one reason the family upgraded their matchday experience.

Mr Poppleton initially said he had been told to join the season ticket waiting list despite already being a long-serving season ticket holder. His case was later highlighted by The Echo and then raised by RAWA during discussions with Sunderland. In a positive update shared with The Echo, Mr Poppleton said: “I received a phone call from the club on Friday afternoon to apologise for the way our ticket situation was handled and offered us all tickets in general admission areas.

“The RAWA used my case in their latest meeting with the club last week, and they advised them they would contact me with a resolution before close of play on Monday. I was also lucky enough to have tremendous support from the Branch Liaison Council, who never stopped pushing every chance they got. My family and I are very grateful for the publicity you created through The Echo and social media to highlight my case and others. Your support on this is very much appreciated. Fingers crossed others in similar situations get sorted too.”

The Echo is also aware of other supporters who have now received positive updates after raising concerns during the renewal process. In at least one case, this is understood to include a resolution around ticket access for next season and recognition of existing loyalty discounts. That does not mean every case has been resolved, but the latest movement suggests Sunderland have begun to act on concerns highlighted by fans and supporter groups in recent weeks.

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Several supporters had previously told The Echo they felt loyalty had not been properly recognised during the renewal process, with some priced out of corporate hospitality following significant increases before being told they would need to join the waiting list if they wanted to return to standard seating. Concerns were also raised around elderly supporters and direct debit issues. Those concerns were later discussed at a meeting between RAWA and Sunderland representatives, including interim CEO Tom Burwell. RAWA described the meeting as constructive and positive, with Sunderland understood to have acknowledged the need to improve the ticketing experience and work through individual cases.

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