Sunderland Stadium
Two devoted Sunderland supporters have raised significant concerns over their inability to transition from corporate packages back to general admission seats, despite their long-standing loyalty to the club. Mr. Steven Poppleton, a supporter for 40 years and a season ticket holder for the past two decades, has been denied a new ticket after requesting a move from the premium ’76 Yards’ area back to general admission.
Steven Poppleton said: “I can’t believe the way my family have been treated regarding our season tickets. As a season ticket holder for the last 20 years and hardly missing a home match in the last 40 years, I have been refused a new season ticket as I want to move from 76 Yards to general admission. Two years ago, we moved into the Black Cats Bar as my dad had mobility issues and struggled getting into his seat. We reluctantly agreed to stay when changing to the 76 Yards, as we knew it would be my dad’s last season. With help from family and friends, we managed to absorb the astonishing price increase from £850 to around £2,300. Unfortunately, my dad joined the Heaven Branch in February. As we are season ticket holders, we presumed we would just move seats next season. When we informed the club that we would like to move back to general admission, we were told we would have to join the waiting list, which had already been accepting people for three weeks. I reached out to club liaison officers, and they agreed I had a special case and would review it. Afterwards, I received a phone call from the ticket office saying they had refused my request. They said they treat corporate and general admission separately. My whole point was that I have a season ticket and I should be allowed to move before non-season ticket holders. After supporting our club through some of the darkest days, especially the last 10 years, I have now been brushed to one side as they have enough demand to fill the place without my family. I dragged my seven-year-old boy, Frazer, to the match when we were in League One. Now, we have a team he desperately wants to see, so I have had to tell him what has happened. My dad would be turning in his grave if he knew about the club’s decision.”
Similarly, Gary Crosby, a season ticket holder since 1988, has faced challenges after being priced out of corporate hospitality. Mr. Crosby moved into a corporate box during Sunderland’s time in League One, a period when the club was struggling both on and off the pitch. However, the cost of that package has risen significantly, leaving him unable to renew.
Gary Crosby said: “I’ve had a season ticket since 1988, never missed a season. The club encouraged me and helped me move to corporate four years ago, last season in League One. It was £2,400 for a corporate seat in a shared box. Next season it’s £5,300, I can’t afford it. I’ve spent nearly £13,000 on a single corporate seat for the last four seasons, with money on away games and travel too. I asked this season to swap to a normal season ticket and was told by the club that I would have to join a waiting list, which had already been open for three weeks, with thousands on it. I got a reply eventually from the ticket office saying, ‘Sorry, the exec has reviewed your case, and you will just have to join the waiting list’. It’s an absolute disgrace. All those years of loyalty just thrown in my face. We weren’t even allowed to join the seat swap phase or be placed at the front of the season ticket queue. Not only that, as a ‘new season ticket application’, we will be paying 20 per cent more than those who have renewed in the same section. 38 years continuous, same membership number. What other business would you get away with treating customers like this, and why would anyone ever upgrade to corporate again?”
The club’s current ticketing policies have sparked frustration among long-serving fans who feel their loyalty is being overlooked. General admission season ticket holders were offered a loyalty discount to renew, while those on the waiting list are required to pay full price without the option of split payments. This situation has left many supporters feeling unfairly treated and questioning the club’s approach to rewarding loyalty.
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