Quinn’s tenure now at a ‘critical point’

Feb 7 2009 by Stuart Rayner, The Journal

NIALL Quinn believes he has reached a “critical point” in his tenure as Sunderland chairman, and has implored the club’s supporters not to let it backfire on him, writes STUART RAYNER.

Quinn yesterday announced a swathe of price cuts for 2009-10 season tickets, the highlight being a deal which allows under-16s in for £1 per game. He hailed the packages as “a bold and brave decision” designed to return the club to “its traditional standing in the game”. The latest in a series of attempts to lure more fans to the Stadium of Light, he was not downplaying its significance.

“It’s no exaggeration to say we have reached a critical point in our lifespan as custodians of the club,” he writes in the programme for today’s Premier League visit of Stoke City. “The efforts we are making to bring more people into the Stadium of Light are crucial to where the club goes in the future. Next year’s season ticket sales will have a big bearing on how our season is defined.

“When I first came to the club I got a terrific response when I asked lapsed season ticket holders to back the team again. This time I’m asking for more. I’d implore any would-be season ticket holder to bring a young supporter with them next season almost as a duty to ensure we enable young fans to come and love this club as existing fans and supporters of bygone years have always done.

“Sunderland has a proud history and we want to make sure all of its greatest days aren’t just in the past. We’ve spent a

lot of money to try to bring the club back in line with its traditional standing.”

One area of Sunderland tradition Quinn has revived is its former reputation as “the Bank of England club”.

Although there was some balancing of the books in January, Ricky Sbragia’s predecessor as manager Roy Keane was backed with transfer funds unprecedented in the club’s history.

But financial reality has prevented the regular sell-outs that were a feature of the early years of the Stadium of Light.

This latest initiative is an attempt to put that right – and, an acknowledgement of the club’s “moral responsibility”.

“We’ve made a bold and brave decision to sacrifice income in an effort to add strength in numbers,” Quinn reflected. “This in turn will help us drive this club forward.

“It’s a welcome decision from the ownership who, having supported the cause with hard cash, are now going the extra yard to give us a chance to develop a strong and successful SAFC.

“We understand the strains the credit crunch is placing on people’s lives. We have a moral responsibility and my hope is that by significantly reducing prices for everyone, we can ensure our fans are able to keep supporting the club at a time when money is tight.

“At £1 a game for young season ticket holders with an adult, we’re doing everything we can to make following Sunderland economically possible.”

Under-16s have from March 9 until 5pm on April 3 to buy season tickets in the East Stand, West Stand, Premier Concourse and concession areas for £19. Young season ticket holders must each be accompanied by an adult, though with the cheapest adult season tickets in the ground now £350, an adult and child can watch every league game next season for under £20 per match.

The price of every season ticket has been cut by at least £30, with the most expensive for those buying early at £465.

The gesture towards under-16s is believed to be unprecedented in the Premier League. Blackburn, Bolton, Wigan and Middlesbrough have all cut prices to address falling attendances.

Children can watch Blackburn from Ewood Park’s family stand for £80, or £70 for every subsequent junior. This season Bolton charged £99 to sit anywhere in the ground, later reduced to £49. Under-16 members of Wigan’s “JJs Club” could buy season tickets for £140, or £76 for under-11s.

Middlesbrough’s were £110 at the start of the season, and are now £39 for the remaining games.

Michael Brunskill, director of communications at the Football Supporters’ Federation, praised the news, saying: “In the current climate with ticket prices rising above the rate of inflation for well over a decade, it’s obviously a step we welcome.

“The average fan is in their forties now and it’s vital for clubs to attract younger fans, so we welcome Sunderland doing this.”