Sunderland Football Club

smarterVENUES has various football advertising options in and around Sunderland Association Football Club's Stadium of light. Whether you're looking for local or national football advertising options, smarterVENUES can help. On this page you'll find out everything you need to know about advertising at th Stadium of litght.


We're able to get you in front of groups of fans via our  concourse 6 Sheet advertising posters. 6 Sheets give you the chance to get what you do in front of fans while they are in groups, meaning a higher likelihood of them talking about your advertising. You don't have to advertise all the way around the stadium for your advertising to be effective; we're able to target particular groups of fans by focusing on different areas of the ground, whether that be getting your brand in front of more affluent fans by targeting the areas around the halfway line, or family ticket holders around the family zones.

Fans spend between 2 and 4 1/2 hours in the stadium per match, and these concourse options are great for catching them as they hang out discussing the game.


If you would prefer one on one engagement with the fans on matchdays then try our A3-sized posters in the washrooms. We're able to offer two different zones in our washrooms: the first zone is the urinals giving you true one on one time with the audience, while the second is the hand washing area (where our advertising posters are placed above the sinks and around hand driers).

Both zones offer high dwell times of 30-60 seconds



Sunderland Associated Football Club, aka the Black Cats. Founded in 1879, as Sunderland and District Teachers. It became Sunderland A.F.C. in 1880, and opened up to more than just School Teachers.

The Black Cats play at the Stadium of Light, an all-seater stadium, with a 49,000 capacity. The club moved to the Stadium in 1997, after leaving their former home, Roker Park. The stadium is in the shape of a bowl, and is separated into the West Stand, North Stand, East Stand and the South Stand (the Roker End). The South East corner of the stadium is designated as the Family Zone, and has family-oriented branding within the concourse, as well as entertainment.

In 2004,The Centre for Light as opened within the Stadium. The £1.6m learning facility has five learning areas, supporting up to 120 visiting children per day.

In 2015, Sunderland became the first football club in the world to open a sensory room within the stadium, allowing people with Autism to watch matches in a sound-proofed environment. They opened a second in 2018.

The stadium has hosted three matches for the England National Football team, and one under 20’s England Football team. The stadium hosts many music concerts and the ground also has conference and banqueting suites. The Stadium of Light currently hosts the annual graduation ceremony for the students of the Sunderland University. The club currently play in League One, the third tier of the English Football League.

The club has won six top-flight titles, 1892, 1893, 1895, 1902, 1913 and 1936. The club has also won the FA Cup twice, in 1937 and 1973, and the the FA Community Shield in 1936.

Sunderland have a long-standing rivalry with their neighbouring club Newcastle, with whom they have contested the Tyne-and-wear derby since 1898.

Average attendance 31,925
12 month aggregated audience 734,275
First game 03/08/19
Last game03/05/2020
Number of games guaranteed in season 23
EFL League One

FormatNumber of panels
A3 Panels215
6 Sheet 44