The coastal County Durham hotel at Lord Byron’s Walk has teamed up with the Black Cats for 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.

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.”

Ross Grieve, Managing Director of Seaham Hall:

“At Seaham Hall, every detail of the guest experience is considered, and sleep is one of the most important luxuries we can offer. Hypnos was a natural partner for us. As a British made, family run business with a Royal Warrant, they share our commitment to craftsmanship, heritage and exceptional quality. Their beds represent the very height of luxury, and aligning with a brand that mirrors our values allows us to deliver the level of comfort and refinement our guests expect.”

Part of PoB Hotels, Seaham Hall’s excellence has been widely recognised. The resort was named one of the best hotels in the world by La Liste for 2025, ranking number 68 in the UK and securing the top position in the North East of England. Serenity Spa has also received major accolades, including Best Boutique Spa at the Boutique Hotelier Awards and AA Best UK Spa Award in 2023 and 2024. Beyond its spa awards, Seaham Hall was crowned Small Hotel of the Year 2025 at the North East England Tourism Awards and featured in The Sunday Times Top 100 Best Places to Stay 2024.

Guests can also enjoy two standout restaurants. The Dining Room offers a seasonal menu showcasing the finest local ingredients along with the hotel’s spa and evening restaurant, Geko, where guests can immerse themselves in a vibrant array of Japanese inspired dishes, set within a theatrical ambiance.

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.”