Club, GB · Premier League, Europa League
Sunderland AFC
Attributed real economy activation, season 2026–27 to date, 14 fixtures In progress
Sunderland AFC has activated €12.6m in the real economy in the season 2026–27 to date, across 14 fixtures, ranking 23rd among clubs assessed by Reputation League.
Season brief · 2026–27, through 8 Nov 2026
Sunderland AFC: €12.6m of Economic Activation, 23% Above the Same Date of 2025–26
Sunderland AFC generated €12.6 million in economic activation in the 2026–27 season through 8 Nov 2026, across 14 matches, according to Reputation League. It ranks 23rd among European clubs assessed and 6th among British clubs. At the same date of the 2025–26 season, the figure stood at €10.2 million: 23% more in 2026–27. Over the full 2025–26 season, the club generated €34.5 million across 41 matches.
The 7 home matches in Sunderland generated €14.4 million for the city's real economy, with 8,270 international visitors and about 15,600 overnight stays. The largest single contribution came from Sunderland AFC–AZ Alkmaar (UEFA Europa League, 16 Sep 2026) at €2.1 million.
| Season 2026–27, through 8 Nov 2026 | €12.6 million | 14 matches |
|---|---|---|
| Season 2025–26, same date | €10.2 million | |
| Season 2025–26, full season | €34.5 million | 41 matches |
| Home matches in Sunderland, whole-match value | €14.4 million | 7 matches |
Source: Reputation League, Economic Activation Platform (FEAF v3), season 2026–27 through 8 Nov 2026. Clubs, host cities and the press may reuse this brief and its image, citing Reputation League as the source.
Latest signals
- Sunderland AFC Generates €1.4m Hosting ChelseaWeekend, 6–8 Nov
- Sunderland AFC Generates €2.0m Hosting GNK Dinamo ZagrebEuropean Nights, 3–5 Nov
- Sunderland AFC Generates €1.6m Hosting Leeds UnitedWeekend, 23–26 Oct
- Sunderland AFC-AZ Alkmaar Sets Economic Record for Sunderland at €2.6mEuropean Nights, 15–17 Sep
- Versus average 2016–2025
- +20%
- Last full season, 2025–26
- €34.5m
- Average 2016–2025
- €8.6m
Economic activation per fixture: €0.90m against an average of €0.75m
Rank 36, 41 fixtures
Per season, 8 seasons, COVID-affected seasons excluded
Analytics
Sunderland AFC is running 8% ahead of its usual pace after 14 fixtures
Cumulative economic activation fixture by fixture, season in progress, against the 2016–2025 range (8 seasons, COVID-affected seasons excluded). A usual full season closes near €31.6m.
View data
| Fixture | This season | Usual pace |
|---|---|---|
| 1 | €0.12m | €0.53m |
| 2 | €1.8m | €0.86m |
| 3 | €1.9m | €1.6m |
| 4 | €3.6m | €3.3m |
| 5 | €5.7m | €4.2m |
| 6 | €5.7m | €4.9m |
| 7 | €7.2m | €5.7m |
| 8 | €7.3m | €6.6m |
| 9 | €7.3m | €6.9m |
| 10 | €7.5m | €8.4m |
| 11 | €9.1m | €9.3m |
| 12 | €9.3m | €10.1m |
| 13 | €11.3m | €10.9m |
| 14 | €12.6m | €11.6m |
Sunderland AFC's Europa League fixtures average 1.3× its Premier League fixtures
Average attributed economic activation per fixture by competition, season 2026–27 to date.
View data
| Competition | Per fixture | Fixtures |
|---|---|---|
| UEFA Europa League | €1.1m | 4 |
| Premier League | €0.83m | 10 |
Fixtures with the highest economic activation, 2026–27
Full club assessment
Available on request to clubs, leagues, federations and partners.
- Fixture-level assessment (14 fixtures in 2026–27), with attribution to Sunderland AFC
- Breakdown by competition and by sector: accommodation, hospitality, transport, retail
- Historical series since 2016 and peer benchmarking
- Sources, inputs and confidence level for each figure