SAFC partners with P1 Travel and XS2Event for match breaks
Sunderland AFC (SAFC) has announced a multi-year partnership with P1 Travel and XS2Event to provide supporters with official match break packages. The deal targets UK and overseas fans seeking Stadium of Light experiences that bundle tickets with hospitality, attractions and accommodation, while Black Cat Membership ballot access remains unchanged.
Key Takeaways
- SAFC sealed a multi-year partnership with P1 Travel, supported by XS2Event.
- Official match break packages will pair Stadium of Light tickets with hospitality, attractions and accommodation.
- The offer is aimed at fans elsewhere in the UK and overseas as the club pushes international growth.
- Individual match ticket access through the Black Cat Membership ballot is not affected.
- Chief Commercial Officer Scott McCubbin and P1 Travel Commercial Director Rick van der Maas both backed the deal.
What did SAFC announce with P1 Travel and XS2Event?
According to the club, SAFC is "delighted" to confirm the multi-year tie-up with P1 Travel and XS2Event. The partners will sell official match break packages built around home matchdays at the Stadium of Light.
Packages are designed to deliver more than a seat: fans can add hospitality, local attractions and accommodation so visitors get a fuller trip to the North East. SAFC says the push supports international appeal while still serving loyal local supporters.
Full details are set out in the club's announcement on safc.com.
Why does this partnership matter for SAFC fans?
Interest in the club is growing around the UK and internationally. Chief Commercial Officer Scott McCubbin said creating new ways for fans to know Sunderland and enjoy a matchday while visiting the region is important as that demand rises.
McCubbin argued the partnership lets supporters book official sports break packages through trusted providers, with more choice, local activities, convenience and peace of mind. He framed it as a way to spread the word and widen reach so more fans worldwide can experience "what it means to be Sunderland."
Critically for existing members, the club states individual match ticket access via the Black Cat Membership ballot will not be impacted. That should reassure season-ticket holders and ballot users that commercial packages sit alongside, not on top of, current allocation routes.
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Who are P1 Travel and XS2Event in this deal?
SAFC describes P1 Travel as one of Europe's leading providers of match break packages, with partnerships across major clubs, Formula 1 races and other sporting events. Through that network, fans can book official experiences with confidence, the club says.
XS2Event is named as supporting the P1 Travel partnership. Rick van der Maas, Commercial Director at P1 Travel, said the firm is proud to partner with SAFC and make it easier for supporters worldwide to attend a Stadium of Light match.
Van der Maas cited growing international demand for Sunderland fixtures and said P1 Travel wants to combine official matchday experiences with what the city and wider region offer. McCubbin added that SAFC looks forward to working with both partners on experiences for supporters from further afield throughout the season.
How does the news fit SAFC's wider moment?
The commercial announcement lands while the Black Cats are on a pre-season tour of the United States. Head coach Régis Le Bris has spoken about building momentum Stateside ahead of a second Premier League campaign, with European football also on the agenda.
Leeds United separately confirmed team news for a New Jersey friendly against Sunderland at Sports Illustrated Stadium during that US tour, underlining the club's current international visibility. Official match-break packages are a commercial follow-through on that growing global interest, focused on bringing visitors to Wearside rather than inventing new ticket rules at home.