Multi-million pound boost for city

by Kate Smith

Thousands of music fans set to flock to the city for North East Live event.

Sunderland is set to benefit from a multi-million pound boost to its economy with the announcement of another major music event to be held at the Stadium of Light in 2014.

Yesterday’s confirmation that the biggest pop festival ever to take place in the region is to return to the home of Sunderland AFC next summer, will see tens of thousands of music fans flocking to the city for the North East Live event, headlined by the sensational  Jessie J.

Since Sunderland welcomed Take That, its first major music act, in 2009, the Stadium of Light and the city have cemented themselves firmly on the concert map, receiving praise from music promoters across the world.

In the four years since the first show was staged, over 750,000 music lovers have flocked to 15 concerts featuring a range of world-renowned stars. It is estimated that the economy of the city and wider region has benefitted to the tune of over £50million.

Once again, Sunderland AFC has joined forces with Sunderland City Council and Sunderland Live to deliver some of the best music acts around, with One Direction set to kick off the UK leg of their world tour on Wearside next summer, something which will put the city firmly in the worldwide spotlight.

Leader of Sunderland City Council, Councillor Paul Watson, said: "Sunderland's reputation for staging fantastic concerts at the Stadium of Light is growing year on year. In 2013 the concerts attracted around 150,000 concert goers into Sunderland, pumping millions of pounds into the local economy.

"North East Live is created to appeal to a slightly younger audience than most other concerts and last year was a fantastic, family-friendly event, with some of the top pop acts from the UK charts. Here in Sunderland we are proud to support such an event that can appeal to all the family. People from all over the country and in some cases the world, will be visiting Sunderland and it is a huge opportunity to showcase what the city has to offer."

Rob Hallet, President of Touring at AEG Live, said: “Sunderland are such a wonderful family club, it makes total sense to do a family-style event with them in the North East. The Stadium of Light is a fantastic venue, with a great pro-active management team, who work hand in hand with the city council and other partners, making it a dream to stage shows here.

“I look forward to working with the team at Sunderland for many years to come.”

Sunderland AFC commercial director, Gary Hutchinson, said: “We are delighted that, following on from the success of last years’concert, North East Live is to return to the Stadium of Light. The ongoing work of Sunderland City Council and Sunderland Live, along with support from partners across the region, helps to ensure that not only can we attract some of the best acts in the world to the city, but we can deliver a fantastic event too.”

Chris Alexander, Chief Operating Officer of Sunderland Live, said: “We are delighted to welcome the return of North East Live after the success of this year’s event which created a fantastic vibe in Sunderland. It’s really important that we work closely with Sunderland AFC and other key partners to help bring the maximum possible benefit to the city as ten thousands of people attend and we’re already looking forward to the summer season. ”

FULL LINE UP TO DATE (additional acts will be added)
Jessie J
Jason Derulo
Rizzle Kicks
The Saturdays
The Vamps
Union J

On sale: 10am, Saturday 14 December
Prices: £25, £35, £45, and £60 (Golden Circle)

Available from: 

www.axs.com, 08448 24 48 24 
www.seetickets.com, 0871 230 1097 
www.ticketmaster.co.uk, 0844 477 5775 
In person at the Stadium of Light ticket office.

Doors open 12noon, first act on stage 2pm, event close approximately 10pm

Reserved seats are priced at £25 and £45, unreserved seats and pitch standing is £35, with Golden Circle (the area close to stage) £60. A maximum of eight tickets per person can be purchased and a booking fee per ticket is applicable; this does not apply to cash sales from the SoL box office, however.

Youngsters under the age of 14 must be accompanied by an adult over the age of 18. For safety reasons, babes in arms are not permitted.

Disabled patrons should call 0191 551 5004 or email ticket.office@safc.com to purchase tickets for the wheelchair platform.


Hospitality packages, which include a guaranteed seat for the concert, are priced from just £60 plus VAT. Contact 0871 911 1555 or email nelive@safc.com .

All the latest North East Live and UK Live updates will be available at www.safcconcerts.com,www.uklive.co.uk or via Twitter @north_eastlive

For all the latest on UK Live - which includes North East Live at Sunderland’s Stadium of Light on 22nd June, East Coast Live at Ipswich Chantry Park on Saturday 28th June and South West Live at Weston-super-Mare Beach on Sunday 29th June - see www.uklive.co.uk, and www.facebook.com/UKLiveOfficial and Twitter@UKLiveOfficial.