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Sunderland chief admits the introduction of a new club badge 'is being considered'
SUNDERLAND officials will consider introducing a new club badge in the next few years – but are adamant that any changes will only be introduced with the approval of the fanbase.
Sunderland’s badge has undergone a number of changes in the last half-a-century or so, with the alterations reflecting the way in which both the club and its surrounding area have developed.
When Sunderland triumphed in the 1973 FA Cup final, the players wore shirts bearing the letters SAFC wear a badge would now traditionally be worn.
In 1977, the emblem on the shirt was changed to the club crest, which included a ship, the upper part of the Sunderland coat of arms, a black cat and a football in front of the club’s red-and-white stripes.
To mark the move from Roker Park to the Stadium of Light in 1997, the current four-quartered club badge was introduced, containing Penshaw Monument and the Wearmouth Bridge as well as the traditional red-and-white stripes.
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All three badge designs have their fans, and all speak to various stages in Sunderland’s history, but it could be argued that none are irreplaceable. Hence, the willingness of the club’s chief business officer, David Bruce, to consider another change.
Having spoken extensively about the need to improve supporter relations, though, Bruce is adamant that any further alterations will only take place after an extensive period of consultation.
“The badge is definitely on the radar in the next few years,” said Sunderland’s commercial chief. “Anything we do, we'll be in a great deal of dialogue with the fans.
“I think we have three badges that really reflect the football club. Does one badge reflect it in its entirety? I don't think any badge for any club completely encompasses the business or property, but we have three badges that really speak to the football club in very different ways and still create great memories for fans.
“We're very blessed in this regard that we can look at the 73 scripture, the ship badge which clearly speaks really deeply to a heritage of being on the water and building ships and all the good stuff that went with that. Then there's the new identity which is connected to a new era at the Stadium of Light, all the work Sir Bob (Murray) did and really connects to a younger fanbase. It's all they've known.
“We have three great badges and identities that mean different things to different people. What that means going forward, is there a new identity we might look at? We'll have that dialogue and look at that because maybe there's something out there that better reflects where the club is or could be.”
