Sunderland Association Football Club's Customer Charter demonstrates the Club's commitment to achieving the highest possible standards across all aspects of its off-the-field operations. 

Affordable ticketing policies, supporter consultation and commitments to our local community, are all made within this Charter. The Club abides by these policies and is committed to ensuring that the promises within its Charter are delivered.

Regular meetings are held with supporters groups, giving them the opportunity to discuss Club and national football issues face-to-face with senior management and Directors .  Supporter focus groups and research polls take place from time to time and the Club actively supports its independent Supporters Association. 

Our Club motto 'Consectatio Excellentiae' means in pursuit of excellence and our Customer Charter sets the standard for all Club representatives to achieve this on behalf of our supporters.

Consultation and information
The views and opinions of our supporters are of paramount importance to us and feedback is encouraged, welcomed and valued.
 
Consultation with supporters takes place regularly through focus groups including the SAFCSA Branch Liaison Committee and the Sunderland Liaison Group. We also operate fans forums, consulting and welcoming feedback from supporters on a wide range of issues.

Branch Liaison meetings take place monthly, whereby representatives from supporters branches meet with Club officials to discuss a variety of issues. Each meeting has a designated agenda, points for which are nominated by individual branches and the minutes are circulated to all branches and made available to view on the Club's official website, which has a special section devoted to supporters' branches.

An email database of supporters' branches ensures that Club press releases and up-to-date information regarding matters such as fixture changes can be sent daily.

The Club communicates with supporters through a variety of channels. These include safc.com, the Club's official website, the matchday programme Red And White, Club magazine Legion of Light (delivered quarterly free of charge to all season ticket holders), SAFC 24-7 magazine (for junior supporters) and other available media channels.

Club officials, including the manager, players and directors are made available regularly to the media and news releases are issued to regional and national newspapers, radio and television regularly.

Legion of Light is sent free of charge to all season ticket holders, and the Black Cats Bulletin - a weekly email news update - is also available free of charge to supporters.

We will continue to develop ways to consult with supporters, shareholders, sponsors, the local authority and other stakeholders. Fans' feedback is highly valued and ideas are implemented where possible. Feedback forms are available throughout the stadium, Club retail stores, ticket office and online at safc.com

Ticketing
Sunderland AFC believes in providing affordable and accessible football wherever possible and remains committed to this fundamental policy. We have always strived to ensure tickets, both for season ticket holders and those who purchase match-to-match, are fairly priced and give as many supporters as possible the opportunity to follow their team.

We aim to ensure that current and future generations of Sunderland fans and visiting supporters can attend matches at an affordable and realistic price.

To this end, we offer a large number of concessionary seats throughout the stadium, including an Under-22s season ticket, which aims to ease this age group through the transition from junior concessions to adult prices. Senior citizen concessions operate from the age of 65 for both men and women and we also offer concessions for under 12's and 16's.

The Stadium of Light affords unrestricted views throughout, with supporters enjoying first-class facilities from the concourses to the seating decks. We offer a broad range of ticket prices; by creating more expensive seats and packages we can charge less to other supporters. 

An interest-free method of payment was available to supporters - the Club provides this at no cost , allowing fans to spread the cost of their season ticket over a 10 month or 4 month period.

Match tickets are readily available for home fixtures and are sold from the Stadium of Light ticket office, via a 24-hour telephone service and on the safc.com

Match tickets for the 2009/10 season are available priced from £10 for juniors and £17 for adults.

Season ticket prices 2009-10

Match Prices

Tickets for Cup competitions are generally priced at the same level as league matches. However, in the earlier rounds, ticket prices are often reduced if the opposing Club is in agreement. Season ticket holders have priority before any general sale. SAFC has set criteria for the allocation of tickets in games whereby ticket allocation could be restricted, such as the semi-final or final of a cup competition.

Loyalty and Membership
The Club operates a loyalty ticketing scheme, whereby supporters accrue points for each away game attended and applied for, including cup and away fixtures. When tickets are limited, or when demand out-strips supply (i.e. set-piece cup fixtures), the loyalty point system comes in to force.

Season ticket holder benefits include free admission to all SAFC reserve matches and priority for cup and away tickets in accordance with the Club's loyalty scheme as well as other incentives such as retail discount vouchers. 

Facilities for disabled supporters
Sunderland AFC is committed to providing first-class facilities for all supporters and every effort is made to ensure that disabled patrons are given the same level of access as other supporters.

Following changes to the Disability Discrimination Act (DDA), a full audit of all of our facilities was carried out to ensure compliance with the changes in legislation.  Several changes were made following this audit, such as the introduction of induction loops to our Ticket Office and Reception, improved signage - including tactile signs in public concourse areas to assist the visually impaired - and adjustments to handrails, indicating the starting and finishing points.
 
All staff undergo training in Disability Awareness, ensuring that we can fully understand and meet the needs of our disabled customers. This is done on a rolling basis for new members of staff.

The Club has a designated Disability Liaison Officer, Maureen Johnson, who is on hand to make the process of purchasing tickets, car parking and other matters as easy as possible for both home and visiting disabled supporters.

The Club also consults on an on-going basis with its disabled supporters branch, ascertaining their views on many issues such as DDA legislation, facilities and parking. This procedure will be on-going for the new season.

Sunderland AFC continues to be aware of the needs of disabled supporters. As part of our continued commitment, an independent access audit has been carried out in accordance with the Disability Discrimination Act.  The recommendations, none of which were identified as high priority, are being addressed on an ongoing basis.

The Club has spaces for wheelchair supporters located at lower and upper levels throughout the stadium, giving disabled patrons a wide choice of location and price. Visiting disabled supporters are located in the same area of the stadium as non-disabled visiting supporters.

Designated car parking spaces in close proximity to the turnstiles are made available for disabled supporters.

In compliance with the Disability Discrimination Act, disabled patrons are charged the prevailing ticket price throughout the stadium, with personal assistants being provided with a ticket free of charge to those on the highest rate of mobility and care allowance, so that the disabled patron is not penalised financially for requiring assistance.

Replica Kit Cycle
The Club produces new home and away replica kits each season. This is in accordance with our commercial commitments to kit sponsor Umbro. The previous season's away kit becomes the third strip if required.
 
The Club directly benefits from the sale of replica kit from Official Stores and the revenue generated by these sales is used in areas such as team strengthening and youth development in a continuing effort to take the Club forward.

Customer Service
Sunderland AFC is committed to providing the highest standard of service and quality products to our customers. We continually monitor our procedures and welcome any supporter feedback. All customers have the right to be treated with respect and our staff will endeavour to answer telephone calls promptly and handle all enquiries courteously and efficiently.

We aim to respond in full to any contact from a customer within a maximum of 21 days. If we cannot give a full response within this time, an acknowledgement is given indicating the time required to resolve the query. Customer feedback forms are available throughout the stadium, ticket office and retail stores and online feedback forms are also available on the Club's official website, safc.com.

The Club responds by telephone, email, letter and in person to all feedback.

Customers are encouraged to contact the department relevant to their query in the first instance. If this department cannot resolve the query then our PR Department personally handles the matter, liaising with other departments to ensure a satisfactory outcome for the customer.

In the unlikely event a query/complaint is not dealt with promptly or satisfactorily, customers are advised to contact Media and PR Manager Louise Wanless.

A copy of the Club's Customer Charter is available online via the Club's official website, printed copies are available throughout the stadium, ticket office and retail stores and the matchday programme, and the Legion of Light also features Charter information.

SAFC celebrates cultural diversity
Cultural diversity is something to be celebrated and Sunderland AFC believes that everyone has the right to attend football matches in a safe and friendly environment - and that means all members of our community, whatever their ethnic origin.

SAFC players are committed to promoting diversity
Sport, and football in particular, is a universal language that unites people from different cultures and nations with a common interest. At Sunderland AFC we have players from a whole host of countries that work together as a team.

Our player, regardless of their ethnic origin and cultural background of a player share a great team spirit, work hard for each other and are supported by fans from around the world. There is no room for racism of any kind within the game, and our community and Sunderland's players offer their wholehearted support to the 'Kick it Out' organisation and to 'Show Racism the Red Card', participating in community  events and launches aimed at promoting anti-racism and cultural diversity, particularly with young people.

The players pose for a team photo each year for 'Show Racism the Red Card' (SRTRC) - this is then produced in an anti-racism poster and distributed to thousands of local youngsters through schools and community events. The players also attend events under the SRTRC banner, promoting diversity and highlighting anti-racism issues.

Sunderland AFC actively supports the City of Sunderland Mela Festival each year, providing soccer skills demonstrations, coaching and fun activities for the thousands of families who attend. The Club also offers support in the form of stewarding and equipment provision.

SAFC actively working to eradicate racism
Sunderland AFC has a zero-tolerance policy towards racism and anti-social behaviour of any kind at the Stadium of Light. Sunderland AFC is proactive in its attempt to tackle racism and anti-social behaviour.  Any complaints which are received are monitored by the stewards and where necessary, working in liaison with the police who are on duty in the ground.  Appropriate action is taken as a result of this monitoring procedure.  

An anti-racism hotline remains in place for those supporters who do not necessarily wish to be identified.

We remain committed to actively eradicating any racist behaviour and ask our supporters to embrace this.

Inclusivity for all
Sunderland AFC is an Equal Opportunities employer. We are committed to a policy of treating all employees and job applicants equally. Our aim is that all colleagues should be able to work in an environment free from discrimination, harassment and bullying.

Sunderland AFC wholeheartedly supports the principle of equal opportunities in employment. We are unreservedly opposed to any form of direct, or indirect, discrimination being applied against employees of Sunderland AFC, or those who seek employment with Sunderland AFC, on the grounds of their colour, race, ethnic origin, religion, nationality, sex, sexual orientation, marital/parental status, disability or age.

We take every possible step to ensure that individuals are treated equally and fairly and that decisions on recruitment, selection, training, promotion career management and every other aspect of employment are based solely on objective and job-related criteria.

SAFC Foundation - multi-agency approach to tackling racism
SAFC Foundation has developed the Relegating Racism Together scheme, with help from other agencies, as part of its Football First project, to challenge anti-social and racist behaviour in Sunderland.

This is backed by Sunderland City Council's cohesion plan that is designed to demonstrate that the city is not prepared to tolerate racism of any kind.

'Football First' provides positive activities involving teamwork and looking at differences and diversity within cultures to young people throughout the North East, particularly focusing on the east end of Sunderland. 

It aims to raise awareness of issues using the high profile of football, during informal education sessions, to increase tolerance and sense of community by striving to change attitudes, using prevention methods in primary children right through to family learning with all generations.

Our commitment to the future
Throughout the 2009/10 season and beyond, Sunderland aims to continue a positive and productive dialogue with the clubs supporters, aimed at ensuring that we are working together for a common goal.