Sunderland AFC Brings Its Revival to New York City

At Lume Studios, club executives and legends outline a new era and a new ambition ahead of their match at Sports Illustrated Stadium

By: Garry Redman & J.J. Pavlick | New York, N.Y. | July 29, 2026 |

Sunderland AFC stepped into New York City this week with the confidence of a club reborn. Hours before their match at Sports Illustrated Stadium in New Jersey, the Black Cats staged a high-profile media event at Lume Studios—a sleek, immersive venue in Manhattan—to formally introduce their Premier League resurgence to the American market.

Chief Commercial Officer Scott McCubbin and club icon Kevin Phillips addressed reporters, speaking candidly about Sunderland’s journey, its global ambitions, and why New York City was the right place to plant the club’s flag.

“Why Sunderland? Why New York?”

McCubbin didn’t hesitate when asked the question many American fans were wondering: Why bring Sunderland AFC to New York City?

The club’s return to the Premier League has reopened doors that were closed for nearly a decade. And Sunderland intends to walk through all of them.

McCubbin pointed to the unexpected American foothold created by the Netflix documentary Sunderland ’Til I Die, which became a cult favorite in the U.S.

“The underdog story, the rags‑to‑riches, the trials and tribulations really resonated here,” he said. “Now that we’re back in the league, we want to double down on that. Export Sunderland to the world.”

Explore more on Sunderland AFC or their Premier League return.

A Kit With History — And Global Reach

Phillips, wearing the club’s new Hummel‑designed kit, spoke about the pride woven into its design.

“To have a launch in the middle of New York City… it’s like what dreams are made of,” he said. “It wasn’t long ago we were fighting in League One. Now we’re launching a kit in the heart of New York City.”

McCubbin echoed the sentiment.

“We always like the kits to have meaning,” he said. “It’s an instant way to make it resonate with supporters.”

The kit’s reception has been overwhelming—not just in Sunderland, but internationally.

“It has meaning to our core fan base,” McCubbin said. “But increasingly, it has appeal beyond that. It becomes a vehicle to communicate the history of the club and bring new fans into the ecosystem.”

Phillips added that the design reflects both the club’s past and its future.

“You have to remember the history,” he said. “But you also have to recognize the future. Younger people want to buy this now. That wouldn’t have happened years ago.”

A Season of Anticipation — and Europe Ahead

Sunderland’s return to the Premier League last season was supposed to be a struggle. Many pundits predicted a quick relegation.

McCubbin didn’t shy away from that.

“Lots of people had us as favorites to go straight back down,” he said. “Internally, we didn’t believe that.”

The club finished seventh, qualifying for European competition for the first time in 53 years.

“As you might imagine, that brings a lot of excitement,” McCubbin said. “More games, higher competition — we’ll have to be on our game both on and off the field.”

Phillips, who once came close to qualifying for Europe as a player, said the achievement is monumental.

“It’s what we dreamed of,” he said. “Not just for the club, but for the fans. Europe puts you on the map.”

He believes Sunderland supporters will travel in massive numbers.

A Club Rooted in Community—And Rising Again

Phillips spoke passionately about Sunderland’s identity.

“The North East of England is a hard‑working, industrious part of the country,” he said. “When you put on a Sunderland shirt, they demand hard work.”

He has watched the club rise, fall, and rise again.

“What the football club has done on and off the pitch over the last five, six, seven years has been remarkable,” he said. “The people in charge get the football club. They understand it.”

McCubbin agreed.

“Sunderland is a working‑class town,” he said. “Everything the people have, they pour into the football club. We’re a one‑club city. The club is the beacon of hope within the community.”

New York City: A New Frontier

The U.S. tour has been a success, McCubbin said, and New York represents a unique opportunity.

“New York speaks for itself as a sports town,” he said. “There’s an opportunity for us to garner interest in this market to show people what Sunderland is all about.”

He sees parallels between the two cities:

• passion for sport
• loyalty to teams
• identity rooted in community

“Hopefully those who turn out for the game tomorrow will experience that firsthand,” he said. “And maybe we’ll get a few of them cheering Sunderland on for the rest of the season.”

Phillips said the global recognition is already visible.

“Walking around New York, Nashville, Philadelphia… seeing Sunderland shirts that wouldn’t have happened when I first played,” he said. “It just goes to show: you put the hard work in, you get your rewards.”

A Club Reborn — And Ready for America

Sunderland AFC didn’t come to the New York area for a friendly; they came to introduce themselves to the world.

Plant their flag, tell their story, and build something lasting for centuries across football in the United States.

The Black Cats are back in the Premier League; they’re ready to build a new chapter, one that includes the United States and its passionate fans.