Sunderland to sign 'bigger and better deals' amid £8m claim - Plumley

By Dr Dan Plumley

4th May, 2022 | 7:00am

Finance guru: Sunderland on course to sign 'bigger and better deals' amid '£8m' claim

Sunderland would be able to sign “bigger and better” commercial deals in the Championship and earn up to £8million extra per season.

So says finance expert Doctor Dan Plumley, speaking exclusively to Football Insider about the Black Cats’ hopes of returning to the second tier.

Alex Neil’s side have booked their place in the League One playoffs, where they will face Sheffield Wednesday in the two-legged semi-final stage.

Sunderland suffered back-to-back relegations in 2016-17 and 2017-18 and have not returned since.

Last season was their final one with parachute payments, and their revenue has since plummeted.

In their accounts for the Covid-hit 2020-21 campaign, released last Friday (29 April), revenue fell by £18.5m to just £11.3m.

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But Plumley explains that the Championship’s broadcast deal and new commercial opportunities would see turnover rise by about £8m.

“Promotion to the Championship is worth about £8m in revenue,” the Sheffield Hallam University expert told Football Insider‘s Adam Williams.

“You get around £5m to £6m from the TV deal, so there’s a big jump there. Then there are increased commercial opportunities.

“You have more leverage to strike bigger and better deals in a higher league.

“Often, you will get an increase in matchday income as well. They are already well supported and turn over around £5m per year in matchday anyway.”

Sunderland’s total loss for the financial years stood at £11.3m.

Plumley told this site earlier today (3 May) that the Black Cats are over-reliant on their owners.

In other news, Kieran Maguire issues “significant” Sunderland claim as £100m-plus talks underway