Sunderland chiefs approved controversial Newcastle decorations at their stadium before Christmas – despite claims they were shocked by the emerging photos – as fans say owner Kyril Louis-Dreyfus 'insulted' them
- Black Cats fans were outraged by the decision to retool their hated rivals
- Sunderland's owners apologized before removing the signs
- Sunderland could be the catalyst for real pressure to engulf Eddie Howe It all starts
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Sunderland approved the wording of Newcastle's black and white signage before Christmas – and it would have been used at the Stadium of Light had there not been a backlash from the supporters.
Mail Sport can reveal that senior figures at the Championship club received the slogans for use by Newcastle on December 21 and confirmed their approval in writing the same day.
Sunderland had asked the Magpies to decorate the Black Cats Bar – which will house some away fans for Saturday's FA Cup third round – in their own colors to avoid damage to the red and white interior.
Newcastle agreed to cover the costs and their ideas for the artwork – including 'We are United', 'Keep the black and white Flying High' and replacing 'Ha'way the lads' with 'Howay the lads' – were all endorsed by their North Eastern rivals. The artwork of a 'Cheer up Peter Reid' image had already been installed in the bar and was not supplied by the Premier League club.
The process then began where an external signage company rebranded the suite, with more than 700 traveling fans paying £600 for a hospitality seat.
Black and white Newcastle displays decorated a hospitality area for away fans at the Stadium of Light, before a mass commotion from Sunderland fans
Owner Kyril Louis-Dreyfus was forced into an embarrassing climb down with an apology to the fans
However, when images of the signs emerged online on Thursday, Sunderland fans reacted angrily.
Chris Weatherspoon, from the Wise Men Say podcast, said: 'In 2007, Mike Ashley tried to wear black and white stripes in the Stadium of Light boardroom and was told where to go. The current hierarchy has handed over the entire Stadium of Light and given visitors the opportunity to redesign it. They know the price of everything and the value of nothing.'
It led to an embarrassing climb down and an apology from the club and owner Kyril Louis-Dreyfus, with Sunderland admitting he had made 'a serious error of judgement'.
However, many fans believe that the damage has already been done. Michael Graham said: 'Sunderland have hurt and angered us before, but never outright insulted us – until now. They have had a total mare over the handling of the derby and it is important that they realize that.
“Just about every decision they've made has been a slap in the face to their own fans. Not the intention, I'm sure, but the inescapable evidence that they need to reassess their processes.'