Premier League Sunderland AFC has announced a new partnership with award-winning local five-star hotel and spa, Seaham Hall.
The coastal County Durham hotel at Lord Byron’s Walk has teamed up with the Black Cats for the remainder of the 2025-26 Premier League season.
Engaging the club’s regional and global fan base through a range of unique experiences, the partnership will promote Seaham Hall’s hotel, Serenity Spa, and its luxury residences across SAFC’s digital channels.
Seaham Hall’s branding will also take pride of place on matchdays at the Stadium of Light, reaching millions of supporters around the world.
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Ross Grieve, managing director at Seaham Hall, said: “We’re really proud to be partnering with Sunderland AFC for the 2025-26 season. As a local club with community roots, it’s fantastic to see what they have achieved this year, securing promotion and now their position in the Premier League. There is a natural synergy between Seaham Hall and the club, with us striving to be the best in our respective areas. Our new partnership is a brilliant opportunity to bring together fans, players, and our luxury offering, as we continue to champion our commitment to the region.”
SAFC’s chief business officer, David Bruce added: “Seaham Hall is a landmark destination in our region and shares our ambition, pride, and commitment to excellence. This partnership allows us to showcase the very best of the North East to a global audience whilst creating memorable experiences for our supporters, partners, and players alike. We are delighted to welcome them as a new partner.”
Nestled on the picturesque Durham Heritage Coast, Seaham Hall is a leading, independent, luxury 5-star boutique hotel that seamlessly blends heritage and modernity. Dating back to the 17th century, the charming Georgian country house boasts a rich history, which has been transformed into a luxurious Coastal Wellness Resort with a scenic seaside location and award-winning 50,000 sq ft spa Serenity Spa. With 24 luxurious suites, coastal lodges for purchase or rent, dog-friendly options, and a brand new, fully compliant accessible suite launching this year, the five-star coastal hotel is a firm favourite among celebrities in the region, and an ideal location for a relaxing British weekend or a mid-week bolthole escape.
