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The Guardian - UK
The Guardian - UK
Sport
Louise Taylor

Integrated training, smart data and shrewd selling: why Sunderland are thriving

Sunderland men's players participate in a one-touch passing drill during a training session
Sunderland’s well-drilled side are seventh in the Premier League, the days of a turbulent documentary series well behind them. Photograph: Ian Horrocks/SAFC/Getty Images

Lunchtime has arrived and Sunderland’s training ground canteen is alive with laughter. Animated chatter fills the air as players from the men’s and women’s teams share a series of tables and booths spread around the sort of light, bright, open-plan space adored by interior designers.

With the walls adorned by a mix of modern art and flat-screen televisions, and the coffee machines suitably complicated, it could almost be part of an international big tech company campus; only the club tracksuits give the game away.

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