Sunderland set for Europa League return against AZ Alkmaar | OneFootball

Sunderland begin their first European campaign in 53 years today, 16 September, hosting AZ Alkmaar at the Stadium of Light as their Europa League journey starts.

According to Sunderland Echo, Sunderland Business Improvement District chief executive Sharon Appleby says European qualification should lift footfall, overnight stays and revenues, while boosting the city’s profile alongside the new Eye Hospital and Culture House. She expects TV shots of the city centre, Keel Crossing and the beaches to draw visitors beyond matchdays, adds that the upbeat mood can aid productivity, and notes recent praise from visiting Hull City fans.

Sunderland City Council leader Chris Eynon calls it a tremendous moment, saying an outstanding Premier League season earned the club its place and supporters remain proud. He says there is a fresh chance to showcase the city to a wide international audience and urges a warm Wearside welcome for the Dutch visitors.

Owner Kyril Louis-Dreyfus and chief executive Tom Burwell say the club began planning on 24 May, that day against Chelsea, and recognise the challenge while being ready to grasp it. They aim to prepare as well as possible and make supporters proud.

The draw also paired Sunderland with AC Milan, giving fans a chance to answer a long-standing Milan jibe from Magpie counterparts. Louis-Dreyfus views the tie as fate and a day for fans, while Burwell anticipates a large travelling support and says the adventure will be taken very seriously.

Source: Sunderland Echo

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