SUNDERLAND say they are "raising the game for fans" after finalising a new long-term commercial deal, which they believe will transform the club's retail operation.

The Black Cats have linked up with Fanatics, a global brand in sports merchandise, and now the club's retail partner for the next decade.

On the back of the link-up, Sunderland say there will be "significant investment" in a new retail store, based at Black Cat House at the Stadium of Light - which forms part of what the club describe as "exciting plans to redefine fan experience across its retail, servicing and ticketing operations."

Fanatics has a network of more than 2,000 retail locations globally, including the FA Store at Wembley Stadium, the England Rugby Store at Twickenham and venues at a string of Premier League and Championship clubs.

Supporters will have access to a dedicated customer service team, including a phoneline from 9:30am to 5pm, seven days a week, as part of a significant retail offering that Sunderland say "signals the start of a new era for fan culture on Wearside."

There'll also be a new online store, launching in June.

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David Bruce, Sunderland's chief brand and commercial officer, said: “We are committed to raising the game for our fans and providing them with a best-in-class service and that is why we are delighted to welcome Fanatics, a company that is renowned as the best at what they do in world sport.

"With Fanatics set to bring their exceptional and unrivalled levels of servicing to Wearside, we cannot wait for our fans to see the new store, both online and at the Stadium of Light, this summer.”

Stephen Dowling, President of Fanatics International, said: “Sunderland is one of the biggest football clubs in the UK and is renowned for its loyal and passionate fanbase, so we are honoured and excited to partner with the club over the next ten years.

"Sunderland fans deserve the best and we’re committed to bringing them great products, the highest standards of service, and the widest choice of merchandise they’ve ever had access to, providing them with a world-class retail experience no matter where they are based in the world.”

Anna Mitchell, senior director of business development, UK Teams and Sports, at Fanatics added: ‘We’re looking forward to working with the club to create the new retail store in such a prominent location next to the stadium and our learnings across football clubs and stadiums globally will help shape a space that all fans will be excited to visit.

"Our experience with football clubs across the world is that each one is unique, and with the club we’ll help to create bespoke product ranges, making sure that there is good availability and choice for all fans. Having worked for a football club, I understand how important it is to provide every fan, who wear club colours with such pride, with a great experience when they shop.”