David Bruce opens new Sunderland AFC store

Sunderland's Chief Business Officer welcomes fans to the new club store

Transcript

00:00The first time shoppers to experience the store we threw out the names of 50 season ticket holders

00:07to be with us tonight and I know a bunch of you have come from all over the northeast to be to be

00:13with us so uh welcome we're really really proud and pleased with what we've been able to to create

00:18here um hopefully you see that you feel that there's a lot of small touches around the space

00:24that make it feel very much about the football club and by the way I should introduce myself

00:29that's always a good place to start my name is david bruce and i'm the chief business officer

00:32of the football club um so this football rather this store it feels like the heart and soul of

00:37the football club so you've got black cat eyes you've got um the black cat sign which was actually

00:43outside for 15 years it's a black cat's house outside there we've pulled it off someone put

00:48it in the van someone pulled it out of the van and said it actually looked really really good

00:50up here and it actually does look really good up there this is the custom station which we haven't

00:55had before so if you want to have your gear customized you can go there you can see it being

00:59customized it's a little bit theater you've got a lot of the uh the fan fadges and patches that

01:05you see around lampposts around the stadium and around the weigh-ins uh we very proudly have called

01:12the various areas and sections of the store the lads area the lasses area and the bands area we

01:18wanted it to obviously to feel very much of the area very much of sunlight um you've got collages

01:24of all players out there we've got the 11 players out the front which is an amazing piece when it's

01:29lit up it's spectacular on a match they will turn that around with the name of the number of the

01:34players that are playing on that particular day so lots of little detail gone into it like that

01:38we we've listened we've learned and hopefully what we've done is we've delivered a retail

01:43experience that you'll be really proud of we're really excited to start a 10-year relationship

01:48with fanatics they are the best sports retailer on the planet and what we're going to be able to do

01:53together is unparalleled and something that we've never been able to do as a football club

01:58um since i've been a fan and hopefully you've all been a fan so we're really really pleased

02:03with fanatics who are in the room tonight so a quick round of applause for the guys