Sunderland AFC and University of Sunderland Collaborate on City-Focused Engagement Campaign.

Roger Hampel

Image: Sunderland AFC

Sunderland AFC has announced the launch of its first “Made in Sunderland Week”, a club-wide initiative developed in partnership with the University of Sunderland to highlight the city’s identity, culture and local ecosystem.

A City-Led Campaign Built Around Local Identity Sunderland AFC

Scheduled for April 2026, the week-long programme will culminate in a home fixture at the Stadium of Light against Nottingham Forest, where matchday activities will be fully integrated into the campaign’s theme. The initiative is designed to showcase Sunderland’s creative, cultural and economic landscape, placing local businesses, talent and stories at the centre of the club’s communication strategy.

The University of Sunderland joins the initiative as the official partner for the 2026 edition, reinforcing the connection between the club and one of the city’s key institutions.

Matchday as a Platform for Cultural Activation

A central component of the campaign will be the transformation of the matchday experience.

The club plans to integrate local voices, artists and creators into the Stadium of Light environment, while an expanded fan zone in Keel Square will serve as a hub for showcasing Sunderland’s cultural output.

Executive Comments

David Bruce, Chief Business Officer at Sunderland AFC, emphasised the importance of local identity in the campaign:

“Made in Sunderland Week is about celebrating the people, places and businesses that define our city. It builds on the momentum of previous initiatives and creates another opportunity to share Sunderland’s story in a meaningful way.”

Kath MacLeod, Director of External Relations at the University of Sunderland, highlighted the alignment between the two organisations:

“This partnership reflects a shared commitment to championing the stories and communities that shape Sunderland. It provides a platform to amplify voices and showcase the city’s creativity and ambition.”