Tom Burwell addresses Sunderland fan expectations and social media ‘noise’ after transfer window
Tom Burwell explains how Sunderland manage supporter expectations and social media noise after the summer window
Tom Burwell says Sunderland must remain resolute in their strategy and avoid being knocked off course by the “noise” surrounding transfers and results.
Sunderland completed six deals during the summer window as the club prepared to compete in the Premier League, Europa League and domestic cup competitions. The Black Cats conducted some of their business late in the window, increasing the scrutiny surrounding the club as supporters waited to see whether further additions would arrive.
Burwell says managing expectations and keeping supporters informed are among his main responsibilities while Sunderland’s football department concentrates on recruitment. “We have a director of football who is incredibly well placed to drive what Régis and the football organisation identified and profiled going into this year,” Burwell told Sky Sports’ Premier League Show.
“You also have to manage supporters’ expectations. I suppose that is the part which falls more within my responsibilities. In a World Cup window, the business for most clubs outside the top six started much later. There were expectations coming off the back of last season, and we obviously have quite a season ahead of us. Managing the supporters’ experience and their understanding of what the club is trying to achieve is something we have to pay attention to, while those with football expertise concentrate on completing their business.”
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Burwell also acknowledged how quickly opinions can change on social media, particularly during the transfer window or after an individual result. He insists Sunderland cannot allow short-term reactions to influence the club’s wider plans. “Whether you’re talking about football on or off the field, you have to be resolute about your strategy as you move forward,” he said.
“There is clearly going to be noise, whether that is people judging one thing that happens or another, but that noise cannot be allowed to knock a clear strategy or change what you’re trying to achieve. That can be applied to our director of football during the transfer window, the squad and the other things we do across the business throughout the year. We know that what we are attempting to do is put the supporters at the heart of it and give them the moments they deserve, want and pray for in Sunderland every week.”