We personalised renewal packs, displaying the East Stand named after each recipient – the stand itself was renamed after one fan, Vauxhall Brewery Way after another and we also held a tournament where supporters got to line up against a team of Sunderland greats.
Having endured a difficult season and with the prospect of relegation looming, how do you appeal to a disillusioned fan base to sign up for the next campaign? Remind each and every supporter that they are the true legends of the club (cue dramatic music). #SAFCLegends was born.
Nominated ForFootball Business Awards - Best Club Marketing Campaign, 2014