Why Sunderland Football club has changed its iconic logo

Fans and locals were quick to spot the iconic Black Cat logo being swapped out for a black dog recently, prompting questions on social media.

Sunderland AFC replaced the club’s iconic sign near to the Stadium of Light with a ‘Black Dog’ - widely recognised as a metaphor for depression - in support of Mental Health Awareness Week.

Sunderland fan takes a photo of the temporary Black Dog on the Black Cat House (Image: Ben Queenborough/PA Media Assignments)

The logo swap was unveiled at Black Cat House near the Stadium of Light.

The temporary change is part of a powerful campaign in partnership with the football club, aiming to raise awareness of mental health challenges and suicide prevention.

Scott McCubbin, chief revenue officer at Sunderland AFC, said: "Sunderland AFC sits at the heart of its community, and we know how important it is to use our voice to support the people who support us.

"The Black Cat is a proud part of our identity, so temporarily replacing it with the ‘Black Dog’ is a powerful way to highlight an issue that affects so many.

Supporters hold black dog T-shirts at the Stadium of Light (Image: Ben Queenborough/PA Media Assignments)

"This campaign is about more than just a visual change - it’s about encouraging conversations, raising awareness, and reminding our fans that they are never alone."

Sunderland manager Regis Le Bris said the club welcomed the opportunity to support the campaign.

Mr Le Bris said: "We have these conversations as a group."

"If we can support the city and the community, it's important.

"We have a voice and an opportunity to share ideas and set the tone, set the example.

"When we can support something which is really useful for the people, I think it's important to do."

Flag-bearer wearing a black dog t-shirt inside the Stadium of Light (Image: Ben Queenborough/PA Media Assignments)

The campaign, a partnership between the club and its sports media brand LiveScore, comes at a crucial time for the North East, which continues to record the highest suicide rates in England.

In 2024, the region reported 15.1 deaths per 100,000 people, well above the national average of 11.1 per 100,000 people.

Dominic Vye, marketing director at LiveScore, said the decision to alter the club’s emblem was intended to create impact.

Mr Vye said: "Football has an unmatched ability to bring people together, and with that comes a responsibility to use our platform for something bigger.

"As principal partner of Sunderland AFC, we wanted to create a campaign that doesn’t just raise awareness, but genuinely stops people in their tracks and makes them think."

The campaign also encouraged supporters to engage with the 'Game of II Halves' programme, run by the Foundation of Light.

The initiative focuses on mental health and suicide prevention and is designed to work with men 16+ within Sunderland, equipping them with skills, confidence and knowledge to promote positive mental health messages, signpost to appropriate services for those in need, and reduce stigma associated with self-harm and suicide.