Sunderland AFC’s Iconic Black Cat Replaced With ‘Black Dog’
Coinciding with Mental Health Awareness Week (11th-17th May), Sunderland AFC have replaced their Black Cat with a Black Dog at Black Cat House, a stone’s throw from the club’s Stadium of Light.
The ‘Black Dog’, widely recognised as a metaphor for depression, subtly replaces the club’s famous symbol to prompt curiosity among fans, with its deeper message about recognising and addressing mental health challenges and suicide prevention.
The campaign comes at a critical time for the North East of England, which continues to record the highest suicide rates of any region in the country. In 2024, the rate was 15.1 deaths per 100,000 people, significantly higher than the average in England of 11.1 per 100,000.
At the heart of the campaign, LiveScore is encouraging fans to engage with the Foundation of Light’s mental health & suicide prevention programme, ‘Game of II Halves’.
The project aims 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.
Dominic Vye, Marketing Director at LiveScore, commented: “Football has an unmatched ability to bring people together, and with that comes a responsibility to use our platform for something bigger.”
Scott McCubbin, CRO at Sunderland AFC, commented: “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.
“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.
“Through initiatives like ‘Game of II Halves’, we remain committed to supporting mental health awareness and making a positive difference in our community.”
Regis Le Bris, manager of Sunderland AFC said in his press conference of the ‘black dog’ change: “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. I think it’s a good example here. When we can support something which is really useful for the people, I think it’s important to do.”
To learn more or support the ‘Game of II Halves’ initiative, visit: Foundation of Light
