Firm wrongly targeted with abuse over derby signs

Signs of support for rival club Newcastle United were put up at the Stadium of Light

A sign-making firm was "inundated" with abuse and threats after being wrongly blamed for creating posters at Sunderland's Stadium of Light, it says.

Jonathan Cawthorn said his Gateshead-based firm, Jonsigns, had been mistakenly named on social media as creators of controversial signs ahead of the Wear-Tyne derby last Saturday.

Sunderland owner Kyril Louis-Dreyfus apologised for the "serious error in judgement" regarding the posters.

Mr Cawthorn said the business had been targeted with malicious calls and messages, while dozens of negative reviews were posted across several websites.

"We got a lot of messages on our socials calling us different names, scum and threatening messages about the company," he told the BBC.

"We got 54 bad reviews within an hour, which we’ve managed to get rid of and crush the bad comments that were made."

Jonathan Cawthorn, and partner Leanne Malone, say they are proud to be a North East employer

The firm, which was set up in 1996 and now employs more than 50 people at its factory, makes signs for thousands of businesses across the UK and Europe.

Although it had previously carried out signage work for Sunderland AFC, it had not done so for the past six years.

Mr Cawthorn said: "Social media went berserk with comments that we had installed all the signs in Sunderland’s Black Cats Bar, one tweet went to thousands of tweets."

'Jobs on the line'

Mr Cawthorn said, although he was not "angry at anybody", such messages could have damaged the business's reputation.

This in turn could have affected contracts and employment, if allowed to spread unchecked, he said.

"We do a lot of work with companies in Sunderland, the North East and nationally, and it could have been detrimental.

"We’ve got a lot of good members of staff, long-term members of staff, and the last thing I want is to put their jobs on the line because of social media."

Mr Cawthorn urged people to "think about what you’re reading" on social platforms before "jumping in with two feet," which could be "hurtful to companies and their... people".

Some signs replaced a phrase used by Sunderland AFC fans with the Newcastle United version

Pictures of Sunderland's Black Cats Bar, which was used by Newcastle supporters, showed signs which replaced a Wearside phrase - "Ha'way the Lads" - with the Newcastle spelling, "Howay".

In a previous statement, Mr Louis-Dreyfus said he "apologised to everyone associated with Sunderland AFC" for the "events".

"Like our supporters I was disgusted and hurt by the pictures circulating online of the inappropriate signs that have now been ripped down.

"I take full responsibility for every decision that is taken by the employees of our club and you have my word that I will personally make sure that we make the necessary changes required to improve because it is clear there are many areas where we need to be better."

The club did not wish to add any further comment.