Sunderland AFC SWOT Analysis, USP & Competitors

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SWOT Analysis of Sunderland AFC with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Sunderland AFC

Parent Company

Sunderland Association Football Club


Football - England



Tagline/ Slogan



One of the world's wealthiest football brands



Football club

Target Group

Young people or adults interested in football


Positioned as “the black cats”

SWOT Analysis


1. Good quality of players in the English league

2. Strong revenues through merchandise and souvenir products

3. High brand recall due to part of top flight football

4. Stadium of Light stadium has a seating capacity of close to 50,000

5. The brand has been associated with prominent brands like Adidas, Asics, Bidvest etc


1. Have not won significant trophies which affect brand

2. weaker revenues as compared to bigger clubs


1. Football craze globally is on a rise, creating global markets

2. Tapping in players young who can win trophies


1. Global economy and financial problems

2. Relegation from top league can lead to financial trouble



1. New Castle United

2. Southampton F.C

3. Manchester United

4. Swansea City

5. Stoke City

6. Aston Villa

7. Arsenal

8. Chelsea

The table above concludes the Sunderland AFC SWOT analysis along with its marketing and brand parameters.


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