Sunderland chairman Kyril Louis-Dreyfus has apologized to fans following a criticism over the rebranding of a Stadium of Light bar in Newcastle colors ahead of the two clubs’ FA Cup encounter this weekend.
Sunderland’s Black Cat Bar was decked out in Newcastle United colors and slogans ahead of Saturday’s Tyne-Wear Derby, which is expected to draw 6,000 travelling Newcastle fans to the Stadium of Light for the FA Cup third round match.
Images of the renovations, including slogans such as ‘keep the black and white flying’ and ‘ho’way the guys’ plastered in the bar, began spreading on social media, sparking outrage among Sunderland fans.
Following the distribution of photographs, National World reporter James Copley advised that “serious questions” be raised of decision makers.
Sunderland made the move, according to Sky Sports’ North East correspondent Keith Downie, to protect the Black Cats Bar from damage caused by Newcastle fans, with 600 expected to use the bar for hospitality.
Sunderland issued an official apology on the club website yesterday (January 4) for the decision to decorate the Black Cat Bar.
“Sunderland AFC acknowledges that a serious error in judgement was made in relation to Black Cats Bar earlier this afternoon,” the statement stated.
“We sincerely apologize to our fans for the understandable concern they have rightfully expressed in response, and this sentiment is shared by the Club’s Ownership Group and Board of Directors, who have requested an immediate review to determine how this process unfolded.”
“A direct decision has also been taken by the Ownership Group and Board of Directors to return the space to its original state and we once again apologise to our supporters that this was not addressed sooner.”
Kyril Louis-Dreyfers, the club’s chairman, has also apologized on social media, saying he was “disgusted and hurt” by the photographs.
“I would like to apologise to everyone associated with Sunderland AFC for the events that have unfolded today.” The Swiss-French businessman used Instagram to express himself.
“Like our supporters, I was disgusted and hurt by the pictures of the ripped-down inappropriate signs that circulated online.”
“I accept full responsibility for every decision made by our club’s employees, and you have my word that I will personally ensure that we make the necessary changes to improve because it is clear that we need to be better in many areas.”
“Over the last three years, I’ve gotten to know many of you personally, and I’ve always tried to act in the best interests of the people our club represents, which makes today even more disappointing.”
“I apologize for disappointing you, the greatest fans on the planet.” But I want to thank you for your confidence in me to manage your club since the first day I arrived.
“I hope that in the months and years to come, I will be able to repay it to you – now my full support is behind the team for our upcoming derby.”
The club has already made the error, and Sunderland fans are rightly upset.
The club’s choice to embrace their hated rivals with wide arms was never going to go down well with fans, and the hierarchy has done everything they can to apologize.
With the atmosphere at the Stadium of Light already predicted to be explosive for the derby, this will almost certainly increase Sunderland fans’ hostility toward the visiting Geordies.
Newcastle’s poor form and injury issue will give Sunderland confidence ahead of the game, and Sunderland fans will express their displeasure with Newcastle.
The club’s hierarchy is unlikely to repeat the same error.
Sunderland fans may quickly forget about the error in judgment if their side wins against their bitter rivals, and the emphasis will be on Michael Beale and his players to deliver the Black Cats a memorable day.
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