Red and White Army Supporters Trust built stronger foundations for growth

The Red and White Army Supporters Group was created to give Sunderland supporters a stronger voice, both within the club and across the wider local community.

What began as a passionate fan movement has grown into an 11,000-strong supporter community, united by a shared commitment to championing Sunderland AFC and supporting positive change around the club.

From community fundraising initiatives to the launch of Sunderland’s first official Supporters’ Trust, RAWA has continued building stronger relationships between supporters, the club and the city itself.

As the organisation continued to grow, the team wanted to make sure the experience for members remained welcoming, connected and sustainable for the volunteers behind it.

Building a supporter experience that could grow alongside the community

Launching the Supporters’ Trust created new opportunities for supporters to become more actively involved in shaping conversations around the club’s future.

With thousands of members joining the community, the team wanted to create an experience that felt easy to engage with from the outset, while ensuring volunteers could continue supporting a growing supporter base with confidence.

The focus was not simply supporting larger numbers. It was about creating a stronger sense of involvement and connection throughout the wider community.

Creating more clarity across the wider organisation

As the organisation evolved, communication and coordination became far easier to manage across the growing supporter community.

That greater visibility helped the volunteer team spend less time trying to keep everything aligned behind the scenes and more time focused on engagement, community initiatives and supporting the wider goals of the Trust itself.

Importantly, the organisation was able to continue evolving while still maintaining the supporter-led culture that made the community feel valuable and personal from the beginning.