2 April 2026
"Like the Club, the University is deeply rooted in Sunderland’s past, present and future, and we are proud to work together to celebrate the creativity, resilience and ambition that runs through our communities"
Sunderland AFC is proud to announce the launch of its first-ever Made in Sunderland Week.
In partnership with the University of Sunderland, Made in Sunderland will be a week-long celebration of the stories, people, businesses and culture that make our city great.
Taking place from Monday 20 April, the week will culminate under the lights at the Stadium of Light when the Black Cats face Nottingham Forest on Friday 24 April.
Following the success of Club-wide initiatives, including Heroes Week and Founders Week, Made in Sunderland will place a spotlight on the city’s identity, creativity, innovation and pride – both on and off the pitch.
As part of the week, the University of Sunderland will join the Club as our 2026 MiS partner, helping to champion Sunderland’s story and share it with audiences across the region and beyond.
Supporters can also look forward to a matchday experience designed to celebrate the city at every turn, with local voices, local talent and local creativity woven throughout the occasion.
An expanded fan zone live from Keel Square will also showcase the best of Wearside, as local artists are invited to help shape the visual and cultural feel of the matchday experience.
More exciting announcements and activations will be revealed in the build-up to the week.
Chief Business Officer, David Bruce, said: “Sunderland has always been a city that creates, builds and inspires, and Made in Sunderland Week is about celebrating exactly that.
"Following the connection and momentum we saw during Heroes Week and Founders Week, this is another opportunity to shine a light on the people, places and businesses that make our city so special. It also feels especially important to be delivering this alongside the University of Sunderland.
"There’s a real alignment in how we both see this city and in our shared belief that Sunderland’s story deserves to be celebrated proudly and told widely. From the stories we share during the week to the matchday experience itself, supporters will feel the heart and soul of Sunderland in everything we do.”
Kath MacLeod, Director of External Relations at the University of Sunderland, said: “We are delighted to be partnering with Sunderland AFC on a campaign that speaks directly to who we are as a University and what we stand for.
"Sunderland is not just where we are based, it is who we are and shapes our purpose as an organisation. We see it as our responsibility and privilege to play an active role in supporting, championing and amplifying the people and stories that define this city.
"Like the Club, the University is deeply rooted in Sunderland’s past, present and future, and we are proud to work together to celebrate the creativity, resilience and ambition that runs through our communities. Every individual story matters, and this partnership gives us a powerful platform to share them."