SUNDERLAND have promised their fans a "superior experience" after announcing a link-up with a new ticketing partner.
After what the club say has been an "exhaustive process", the Black Cats have teamed up with SeatGeek.
SeatGeek work with Liverpool and Manchester City as well as global clubs and organisations including Dallas Cowboys, Major League Baseball and the PGA Tour.
The partnership, which will start ahead of the 2025/26 season, will see Sunderland transition to SeatGeek's enterprise ticket platform.
A club statement says: "This agreement represents SAFC’s continued investment in fan experience, as the club strives to bring the best products and services to its supporters, digitally and in-stadia.
"SeatGeek is one of the leading mobile-focused ticketing platforms, ensuring a first-class user experience and enhanced functionality across ticket purchasing and management, and stadium access."
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David Bruce, Sunderland's chief business officer, said: “Throughout the last 12 months, we have partnered with organisations who share our passion for putting supporters first.
"SeatGeek’s technology will ensure our fans have a superior experience throughout their ticketing journey, from securing their seats to the moment they walk through the turnstiles at the Stadium of Light.
"We recognised the previous challenges faced by supporters in this area and following an exhaustive process to identify a long-term ticketing partner, we are delighted to welcome SeatGeek to Wearside.”
Jordan Hitchen, Director, EMEA at SeatGeek added: “Sunderland is a club with deep roots and a strong connection to its supporters.
"This partnership is about giving those fans a ticketing experience that is modern, reliable, and easy to use – from the moment they secure their seat to arriving at the stadium on matchday.”
Sunderland say 2025/26 season ticket purchases and renewals will continue to be facilitated by the club's existing ticket partner. The new platform will be introduced in July.
