Businesses bank on Premier League boost

Pubs across Sunderland city centre are expecting a rise in footfall over the season

Hospitality businesses are preparing for a uplift in profits ahead of Sunderland AFC's return to the Premier League.

Pubs in the city centre have bought in extra beer ahead of the club's opening fixture against West Ham on Saturday.

Adam Dickman, who owns the pubs Port of Call and Gatsby's, said: "We'll be open earlier and longer. When the team does well the town does well."

Some hotels in the city are also "fully booked" for the first two months of the season, with more away fans expected at matches at the Stadium of Light.

Lee Kirtland from the Holiday Inn hopes away fans will book longer stays in the city

The Holiday Inn in Sunderland city centre is one of the hotels set to welcome high numbers of travelling fans.

General manager Lee Kirtland said: "When the fixtures came out our bookings shot up. We're practically full with away fans.

"What we'd like to see is fans booking more than one night to see what the city has to offer.

"I think supporters coming up for the first time in nearly a decade will see a huge difference."

It has been nine years since Sunderland were last in the Premier League and in that time dozens of new hospitality businesses have opened in the city, despite a decline in traditional retail outlets.

Sunderland BID believes extra travelling supporters can help "all businesses" in the city centre

Sunderland's Businesses Improvement District believes the success of the team will undoubtedly support new businesses which have opened in the last few years.

Chief executive Sharon Appleby said: "We can't overestimate how much of an impact having sell-out games will be.

"It's not just hospitality, we feel it can have a knock on to things like retail as well."

More than 38,000 season tickets have been sold by the club ahead of the start of the new season, with an average of 3,000 away fans expected at matches.

"There's a really positive atmosphere in the city," Mrs Appleby said.

"Obviously results on the pitch can affect that, but the city can really benefit from the global allure of the Premier League."