Sunderland AFC: The Best Of Times?

For one of the most famous and traditional football clubs in England it’s a long way back from the halcyon pre war and Bank Of England days, where The Black Cats were Champions six times; a record that even Chelsea cant match.

However there are signs of a re-emergence of this sleeping North East and Wearside giant and a quiet but under stated confidence in and around the Stadium of Light.

Having finished the 2010/11 campaign in a creditable thirteenth position, the clubs third highest position in the top flight since 1955/56, a number of building blocks are in place that could see the club emerge from the wreckage of the Premier League’s financial meltdown as one of its most stable and effectively governed members, ready to launch an assault on a Europa League place.

Ellis Short

Born Independence, Missouri in October 1960, Ellis Short is one of as growing band of American backers of Premier League clubs. Having established his business fortune with the worldwide private equity firm Lone Star Funds he gained overall control of the club in the 2009 close season from the Drumaville Consortium. He has pumped in around £100m of his own personal wealth into Sunderland AFC to produce an envious set of annual accounts (by Premier League standards) and at the same time provide the impetus for an increase in the quality of player acquisitions. On a drive through the City of Sunderland following the last day 2009/10 defeat by Chelsea Short described his acquisition as "one crazy, son of a bitch club”, having noted the zeal with which its famous supporters greet the clubs performances, both in defeat and victory. Now an Irish citizen he regularly attends matches to keep a watchful eye on his investment and is rumoured to have his weekend made or broken, like any other football fan, on how the club performs.

Niall Quinn

Rapidly emerging as one of the most important figures in the 130 year history of Sunderland AFC, Quinn was a player, Manager and is now Chairman of the club. His endearing personality has made him revered within the ranks for the Wearside clubs support and it was his foresight and powers of persuasion that originally convinced what was known as The Drumaville Consortium of rich Irish businessmen to acquire the club from previous Chairman Bob Murray in 2006.

The Stadium Of Light

One of the most impressive of the new build stadia in the Premier League this 49,000 capacity monument to “The People’s Game” has provided the catalyst for an exponential growth in the clubs turnover and is amongst the stadiums short listed to host matches in the 2018 World Cup finals, should England get the nod from FIFA. Its ability to improve the football clubs commercial activities dramatically, including the hosting of more major musical events, should football results consistently progress, may well see its capacity extended in the medium term. Such plans have already been lodged with the local authority.

The Roker Roar

Although the clubs beloved former stadium Roker Park, has now been consigned to history the generic name for Sunderland AFC’s supporters, The Roker Roar, has yet to be replaced. What hasn’t been replaced is the passion and enthusiasm with which the football team is backed. With over 40,000 crowd averages at the Stadium Of Light and away allocations continually sold out the Sunderland AFC support still remains one of the most potent in British football.

The Academy

It’s a far cry from the old Charlie Hurley Centre at Cleadon, on the outskirts of the South Tyneside district, but the football clubs new Academy Of Light training facility has been the catalyst for the production of emerging youth talent. The brightest prospect is Jordan Henderson, a quick and intelligent budding winger, but others such as Meyler, Waghorn and Ryan Noble are others that are starting to catch the eye. In an era of financial austerity and UEFA’s soon to be introduced squad quota system where eight of a squad of 25 is to be 'locally produced', the role of Ged McNamee, in charge of the clubs youth system is looking increasingly important. 

Steve Bruce

Perhaps the most essential building block at any football club is that of the Manager. The current incumbent at Sunderland, Steve Bruce, who was appointed in June 2009, has presided over a highly satisfactory first term. The last 12 months have witnessed a dramatic change in personnel with a turnover of some forty players as the club strives to change what the supporters perceived to be a policy of “quantity” to a one of “quality”. With a worldwide scouting network now in place and particular contacts established in the Americas the clubs supporters can stand by for a smattering of Central, South and North Americans to be continually linked with the club.

Particular aspects to be worked on will be the clubs away record, the continual strive for consistency and the balancing of what will become the needs of a smaller squad against the expectation of a good cup run.

For Sunderland AFC and its followers the curve is very much upwards and there is a lot to look forward to. The 2009/10 season ended with a “could do better” end of term report but the 2010/11 campaign has the potential to be a real turning point in its modern history. The transfer wheeling and dealing following the 2010 South African World Cup could see a top ten finish this time next year. That must certainly be the aim.

The final building block of consistent competitive European football has yet to be embraced but it is tantalisingly close.

The Sunderland fans, including its generous benefactor Ellis Short, wait and hope that the best of times is just around the corner.

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