Short challenges Black Cats

Sunderland owner Ellis Short has challenged manager Steve Bruce to drive the club ‘well into the top 10’ of the Premier League.

The Black Cats, who finished 13th in the league last term, currently sit ninth and on course to end the season in the top half of the table.

American Short, who took control of the North East club in 2009, says he wants Sunderland to continue to push their way up the table.

He said in the Daily Mirror: “We need to improve every year and while we do that we have to make sure we have a healthy club on the pitch and financially.

“Firstly, never to get relegated. Second, to finish well into the top 10. It is a great club with great support and we will do our best. We will try our hardest to have a good team… hard to beat, respected, and one we can be proud of.”

He added: “Two seasons ago, we had just stayed up. I didn’t expect to be in a relegation battle again and I wanted to finish top 10. I was a little optimistic. We made good progress last season but we didn’t finish top 10.

“The good news is we have made a lot more progress this season and we can achieve both those goals.”

Support

Billionaire Short, who has pumped much of his personal fortune into Sunderland, insists it is imperative fans continue to support the club by attending matches.

“I have been surprised the attendances have been down while we have been improving,” he said.

“And I have been worried that, because of my financial support, the supporters didn’t feel it was important for them to support the club anymore – nothing could be further from the truth.

“The financial support has pulled the club from yo-yo to established. Going forward, we will rely heavily on support of the fans. We want a full stadium. Not for the money, but for the atmosphere.

“When that stadium is full of noisy, passionate supporters, it is intimidating to opposing teams, causes us to play better, helps us get more points and earn more TV money. And it makes a statement.

“Against Liverpool the world saw a packed stadium of passionate supporters and the world got the message this is a serious football club.”