Sunderland’s innovative Elvis Presley collaboration is now live, with the club last week releasing the first of a series of themed kits. The pink strip pays homage to the ‘King of Rock ‘n’ Roll’s’ 1950s career beginnings, and come the following decade Presley was at this peak, starring on records and in films.
In 1968, British fans were able to see his latest picture, a beach-party musical called Clambake, and on this day a film review was printed in The Evening Chronicle encouraging cinema-goers
to take in what the writer — who happened to be named Michael Beale — considered to be one of Elvis’ better productions.
Featuring some “very good song numbers” but alas “fewer gyrations than usual”, if nothing else, the screenings offered a distraction to fans struggling without their football fix during the post-season period.
Bored supporters that turned to the back page of their Friday edition then got further encouragement, with Len Hetherington informing readers that Sunderland’s players were due back a week Monday to start preparations for the 1968/1969 campaign.
This light at the end of the tunnel must’ve surely been welcomed by those desperate to get back onto the terraces as soon as possible, and the article provides a further bonus — spectators were going to be given more for their money following a club decision to switch youth team games to Roker Park.
Previously, Sunderland’s junior team had been playing their home matches in Hendon, often using the Police Recreation Ground on Robinson Terrace.
Although the facilities were hugely popular and regularly hosted football and other sports across various levels and age groups, the board had opted to move the side back to the club’s main base and were including entry into Northern Intermediate League dates with season tickets.
Derbies against big rivals such as Newcastle United and Middlesbrough, which would be scheduled for days when the first team were on the road, were expected to appeal to many. Previously, reserve team fixtures in the North Regional League had taken place on the Saturday afternoons that Roker was free, but the second strings of clubs such as Carlisle United, Workington, Darlington and Hartlepools hadn’t always drawn in the crowds.
Additionally, doubts over the future of that league meant Sunderland could not guarantee fans buying season tickets a sufficient number of bonus games (although it was expected that a replacement cup format that was being drawn up would be included also).
After outlining the change, Hetherington quoted club secretary Edward Marshall thusly…
The Northern Intermediate League is a very good competition which has produced a lot of top-class players and these matches, plus reserve team fixtures whenever possible, will ensure that our season ticket holders have good games to watch at Roker Park when the first team in playing away.
Marshall also advised that season ticket sales had been healthy despite price increases and suggested that due to an increased waiting list for seats, those wanting to renew should do so ahead of that evening’s official deadline.
A trip to the cinema isn’t a bad second option, but clearly there was going to be no permanent ‘Change of Habit’ for Sunderland fans, who were keen still to spend their free time at the match.
