Since Ellis Short bought the club back in 2008, Sunderland AFC have made meaningful strides in becoming a global commercial power. It is particularly in the African continent where the club have begun to establish a successful business footprint. The club launched ‘SAFC Global’, an initiative designed to grow and develop the club’s following and partnerships across the world; it grew out of ‘SAFC in Africa’, which focused on developing partnerships across the continent and beyond.
Despite their recent failings on the pitch, off the field Sunderland continues to grow and flourish. The Black Cats’ first contact with Africa was in 2012 when oil-mining giants Tullow Oil’s charity ‘Invest in Africa’ became the club’s shirt sponsor for the 2012-13 season. The sponsor deal was understood to be worth around £20 million, with Sunderland describing it as a ‘ground-breaking, not-for-profit initiative’ to help promote investment in Africa. The club also signed a partnership agreement with Ghanaian side Asante Kotoko, which saw them offer practical support and advice in youth coaching to the Kumasi-based club.
Sunderland’s ties with African football do not stop there. however, with a number of the continent’s best players incorporated into their ranks in recent years. These stars have included Ghanaian trio Asamoah Gyan, John Mensah and Sulley Muntari and former fan favorite Stephane Sessegnon from Benin. In recent years. the club has founded and developed valued partnerships with organisations such as South African Airways and the Tanzanian Tourist Board, as well as a relationship with partner football club Bidvest Wits in South Africa.
Gary Hutchinson, Sunderland’s commercial director said, “Our ambition is to be an established club. Everyone follows Manchester United, Arsenal, Liverpool and Chelsea but after those clubs are the rest of us. What we want is to be that next club”, evidently, Sunderland are looking to join the elite league of popular English Premier league clubs in Africa.
Invest in Africa was not the only African related shirt sponsor Sunderland have had in recent years. Bidvest Ltd, which is headquartered in South Africa, was the club’s shirt sponsor for the 2013-14 season. The deal was built on Sunderland’s ties with Africa after the club’s link up with Invest in Africa and its partnership with the Nelson Mandela Foundation.
The Black Cats’ stock in Africa continues to grow, with more and more fans coming from the continent, even royalty. In Ashanti, the region of southern Ghana ruled by King Osei, a coaching delegation from Wearside previously found themselves honored guests at the royal palace. With Sunderland having formed similar footballing alliances in Tanzania, Nigeria and South Africa, red and white striped replica shirts are no longer rarities on the streets of Africa. With a growing fan base and a global commercial platform built, Sunderland AFC have all the tools to progress as a club. Now all the Black Cats hierarchy can do is hope that the team themselves can replicate their work and fulfill the club’s potential on the field.
