Sunderland membership scheme faces scrutiny as fan demand rises
Yahoo Sports • 1 min read • Latest: Jul 29, 2026, 5:00 AM
Last updated Jul 29, 2026
Sunderland's new membership scheme, costing £48 for non-season ticket holders, aims to balance fan engagement and revenue. Increased demand for tickets follows the club's promotion and European qualification. The scheme, which includes a ballot for home tickets, highlights the challenges faced by fans supporting from a distance. This initiative comes as Sunderland aims to maintain its momentum and connect with a broader supporter base. Future assessments of the scheme's impact are anticipated as it evolves.
- •Sunderland's membership scheme launched amid increased ticket demand.
- •Non-season ticket holders must enter a ballot for home tickets.
- •Scheme costs £48 and aims to connect fans more closely.
- •Club seeks to engage overseas fans better through the initiative.
- •Future assessments of the scheme's effectiveness are planned.
- 5:00 AMYahoo Sports — Sunderland’s Membership Scheme: The Price To Pay For Success?
"Paddy Hollis looks at whether a new system strikes the balance between fairness and the need to maximise revenues.
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