Sunderland release fresh season ticket statement after ‘concerns’ raised
SUNDERLAND have released a fresh statement clarifying a new season ticket policy which drew criticism from supporters.
The Black Cats revealed their season ticket details for the 2025/26 campaign this week, which included the club threatening to take action against junior fans who miss more than 30% of games.
The club initially said: “Following a significant number of junior tickets not being redeemed during 2024/25 and previous seasons, fans must now use or forward their ticket for at least 70% of fixtures to be entitled to future loyalty pricing and risk having their season ticket cancelled if persistently not attending games.”
That drew criticism from fans and prominent supporter group Red and White Army confirmed on social media that they had “raised concerns” with the club.
And Sunderland released a fresh statement on Thursday, explaining the policy but revealing that it only stands for daytime games. And they say the club will liaise with season ticket holders who, for whatever reason, aren’t able to attend the number of games required to “discuss circumstances and ensure a reasonable conclusion is reached”.
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The statement said: “On Thursday, the club provided an additional update regarding junior season tickets for the 2025-26 season.
“A significant number of these tickets have not been redeemed during the 2024-25 campaign, with an average of 32% of junior tickets not being used each matchday.
“Next season, fans aged 14 and under must use or forward their ticket for at least 70% of daytime fixtures to guarantee access to future loyalty pricing.
“Fans aged 14 and under that fail to attend at least 70% of daytime fixtures also risk having their season ticket cancelled.
“In these instances, the ticketing team will contact the account holder directly to discuss the supporters’ circumstances and ensure a reasonable conclusion is reached.
“These measures aim to reduce the number of unused seats and ensure all supporters, including season ticket holders, can access a wider range of seats on a game-by-game and seasonal basis.
“Demand is continually increasing for match tickets and availability for supporters wishing to purchase multiple seats is now extremely limited, especially in the lower bowl.
“We appreciate the feedback received from supporters throughout the last 24 hours and fans with additional questions are encouraged to get in touch with our ticketing team via AskSAFC.com.”
