Sunderland AFC Integrates Commemorative Bricks into Stadium of Light Fan Engagement Strategy.

Roger Hampel

Image: Sunderland AFC

Sunderland AFC has opened a final sales window for its commemorative stadium bricks, a limited-edition retail product positioned within the club’s wider matchday and stadium commercial strategy. The initiative allows supporters to purchase personalised engraved bricks installed at the Stadium of Light, contributing to the club’s ongoing efforts to monetise physical infrastructure and diversify non-broadcast revenue streams.

The bricks will be placed in a newly developed area on the south side of the stadium’s main reception. With only 250 units available, the offer represents a scarcity-based model commonly used across British clubs to generate incremental revenue while strengthening long-term fan attachment to stadium assets.

Pricing, Format and Revenue Mechanics Sunderland AFC

The commemorative brick is priced at £150, with purchasers able to personalise their installation with up to 23 characters. Each buyer receives a certificate confirming their contribution, providing an additional collectible element without altering the physical product’s core purpose.

Stadium bricks have historically attracted supporters willing to invest in legacy-oriented products, offering clubs a reliable premium upsell opportunity with low fulfilment complexity once installation infrastructure is in place.

Location Strategy and Stadium Integration

Positioning the bricks within a new dedicated area adjacent to the main reception enhances visibility for both matchday visitors and stadium tour groups. This integration reflects a broader trend within football infrastructure projects: converting underutilised exterior or concourse spaces into revenue-generating zones tied to supporters' sense of place and identity.

The controlled supply of bricks also helps ensure long-term aesthetic coherence around the stadium exterior, avoiding the overextension or fragmentation that has challenged similar programmes at other clubs.

Timing and Seasonal Positioning

The club has framed this release as the final opportunity to participate in the scheme, with availability opening at 5pm on Friday, 12 December. Although the initiative is not explicitly positioned as a seasonal campaign, the timing naturally aligns with a period when clubs often activate higher-value merchandise purchases ahead of the festive calendar.

Digital Sales Infrastructure

Supporters can secure a brick through the club’s online ticketing platform, reflecting a continued shift towards integrated digital commerce across matchday and non-matchday products. The use of existing ticketing infrastructure reduces operational overhead and enables the club to capture buyer data for future retail engagement.