Sunderland Stadium
Sunderland AFC, in collaboration with the University of Sunderland, has unveiled the inaugural ‘Made in Sunderland’ Week. This week-long celebration, commencing on Monday, April 20, aims to highlight the stories, people, businesses, and culture that define the city of Sunderland. The initiative promises to bring the community together through various events and activities, including a special matchday experience.
A club statement read: “As part of the week, the University of Sunderland will join the club as our 2026 MiS partner, helping to champion Sunderland’s story and share it with audiences across the region and beyond. Supporters can also look forward to a matchday experience designed to celebrate the city at every turn, with local voices, local talent and local creativity woven throughout the occasion. An expanded fan zone live from Keel Square will also showcase the best of Wearside, as local artists are invited to help shape the visual and cultural feel of the matchday experience. More exciting announcements and activations will be revealed in the build-up to the week.”
David Bruce, Sunderland’s chief business officer, said: “Sunderland has always been a city that creates, builds and inspires, and Made in Sunderland Week is about celebrating exactly that. It also feels especially important to be delivering this alongside the University of Sunderland. There’s a real alignment in how we both see this city and in our shared belief that Sunderland’s story deserves to be celebrated proudly and told widely. From the stories we share during the week to the matchday experience itself, supporters will feel the heart and soul of Sunderland in everything we do.”
Kath MacLeod, director of external relations at the University of Sunderland, said: “We are delighted to be partnering with Sunderland AFC on a campaign that speaks directly to who we are as a University and what we stand for. Sunderland is not just where we are based, it is who we are and shapes our purpose as an organisation. We see it as our responsibility and privilege to play an active role in supporting, championing and amplifying the people and stories that define this city. Every individual story matters, and this partnership gives us a powerful platform to share them.”
The ‘Made in Sunderland’ Week is set to offer a rich tapestry of local culture, with an expanded fan zone at Keel Square featuring local artists and performers. The initiative underscores the club’s commitment to its roots and its role in the community, highlighting the vibrancy and creativity of Sunderland. This partnership with the University of Sunderland not only celebrates the city’s heritage but also aims to inspire future generations by showcasing the best of Wearside.
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