As many as 1371 days have been crossed off the calendar since Kiristjaan Speakman first walked through the door at the Stadium of Light.
Upon his arrival the Sporting Director spoke of the owners’ lofty aspirations of a model which, at that time, was still very much in its infancy, declaring, “One of the things that’s important about this project is that they want to create a best-in-class Academy – they want Sunderland’s Academy to be the centrepiece of their strategy.” Lots of water has flowed under the Wearmouth bridge in the four years since. Yet, with Speakman’s words still ringing in our ears – has the Black Cats’ Academy truly become a ‘centrepiece’ of the club or is it very much a work in progress?
The conclusion may surprise you. Let’s take a look…
Where it started?
Before we get into it, we should note the claim of the academy becoming the club’s ‘centrepiece’ was very much at odds with the reality of where it was at that point in time. The approach, up until then had seen a fire-sale of assets. It was certainly a bold claim given the club’s starting position and the scale of the challenge was laid all the more bare by the – at the time – recent departures of key youngsters;
- Logan Pye and Joe Hugill, sold for reportedly six figure fees to Manchester United,
- Josh Maja to Bordeaux for £3.5mil,
- Bali Mumba to Norwich for 350k,
- Sam Greenwood to Arsenal for 500k and
- Luca Stephenson (dubbed the next Jordan Henderson) to Liverpool for 200k
All exits before Speakman’s arrival of course.
So, who does what?
If we are going to get into the minutia here, it might also be helpful if we first remind ourselves of roles and responsibilities within the club, in very broad strokes. Although the ownership group consisting of major shareholder Kyril Louis-Dreyfus and former Madrox-er, Juan Sartori have overall responsibility of Sunderland AFC, it is clearly Speakman who implements its strategic direction. Under this hierarchical structure sits Robin Nicholls who has the job of overseeing day to day operations of Sunderland’s Category One Academy.
Prior to Nicholls joining the club, Sunderland AFC engaged recruitment firm, Executives in Sport Group, to help fill the role. Of relevance here is their job advert from the time read which read: “Following promotion to the Championship Sunderland AFC are continuing to strengthen both on and off the pitch. We are actively seeking a new Academy Manager who will oversee the strategic and tactical development of all key academy functions. The individual will also be responsible for all administrative and regulatory requirements. Based at the club’s Academy of Light, considered amongst the best football training facilities in Europe, we’re a Cat 1 Academy and home to all the club’s representative teams, from the youngest age groups through to the U18, U23 and senior squads as well as the Sunderland Ladies team.”
Therefore, in short, having oversight of strategic and tactical development of all key academy functions is the key ask of Nicholls. That, <<insert Roy Keane impression here>>, is indeed, his job.
And who is Robin Nicholls?
He might not be a household name for many supporters, but Nicholl’s appointment as Academy Manager back in October 2022 (replacing Lewis Dickman, sacked in August of that year) was a move filled with some initial promise. At least that was the chatter within the game. Nicholls, who previously served as head of academy operations and assistant academy manager at Southampton, had quietly gone about making waves within the footballing community for his methodical approach to youth development, without – at that stage at least – actually stepping up to a full blown academy manager position.
For Sunderland AFC, much like with Speakman’s own appointment, the opportunity they presented to both him and Nicholls was a risk.
That said, at Southampton, Nicholls was reportedly integral in revitalising a stagnating academy system, something that arguably he was stepping into here. Under the instructions of Ralph Hasenhuttl, he implemented a high-pressing, choreographed style of play, giving a change in direction to the young Saints’ previous, more methodical methods.
Nicholls therefore brought a wealth of that experience from Southampton’s Category One academy – complete with its top-tier facilities and well-resourced coaching staff – to Sunderland. Albeit they share the same Category One status, Southampton had enjoyed more recent success in youth development. His familiarity with ‘elite footballing environments’ – as unfortunately is the parlance – suggested a smooth transition was possible and a great opportunity to inject some fresh energy and ideas into Sunderland’s own developing academy system was underway.
Jacob Tanswell, Southampton FC writer with The Athletic spoke to Wise Men Say about Nicholls’ abilities back in 2022, “His ability to oversee a project is a key strength and he is a leader with clearly defined instructions that fellow coaches are aware of. Southampton have an excess of coaches so I don’t think Nicholls not being in this [full academy manager] role should be seen as a concern – rather than his pathway has been blocked.”
Improvements have indeed been made on Wearside under the watchful eye of Nicholls. But what has underpinned those improvements?
Category One status
You may have often heard of Sunderland AFC’s fabled Category One status. Yet, what does it really tell us, in real terms? What is it about this apparent ‘badge of honour’ within football circles that suggests it should be something to be proud of? And indeed – for the avoidance of any doubt – it is something to be proud of.
In short, academies across the country undergo a rigorous audit every three years from the Premier League, graded from Category Four up to the pinnacle of Category One. By all accounts it is an intense process that digs deeply into every corner of the academy’s operations, assessing a range of factors – from productivity and coaching quality to the standard of facilities, education, and welfare provisions. It also brings with it some funding and recruitment benefits. It is what many clubs aspire to achieve.
Thankfully then, last summer, Sunderland’s academy held onto its prized Category One status, thanks to a clear pathway for young talent and what is surely developing into an impressive track record in player development too. Last season alone, four academy graduates made their first-team debuts. Chris Rigg, at just 15 years and 203 days, became the club’s youngest-ever outfield player to make a first-team appearance. Michael Spellman, Caden Kelly, Zak Johnson and Tommy Watson also got their chance to perform. Others, like Spellman, Ellis Taylor, Harry Gardiner, Connor Pye, and Thomas Chiabi, picked up valuable first-team experience out on loan.
The club appears to becoming the place to be for youngsters seeking what is surely now one of the clearest pathways to a first team experience within the English game.
Academy Manager, Robin Nicholls hailed the achievement, “This is fantastic news for the Academy and proof of the hard work put in by everyone over the past few seasons. Youth development is woven into the very fabric of this club. Our Academy, two-time winners of the FA Youth Cup, has produced players like Jordan Henderson and Jordan Pickford, who now play crucial roles in the success of the England national team,” Nicholls added. “Retaining our EPPP Category One status cements our place among the country’s top youth development environments and keeps our players and staff at the forefront of what the Premier League and EFL have to offer.”
The current season has seen the academy continue with its progress. It is still early days but young Chris Rigg appears to have cemented a place in Sunderland’s starting XI while also captaining the England U17’s. A remarkable achievement and his ceiling would appear to have no limits. Plus goalkeeper Matty Young is currently on loan at Salford City after what was a tremendous loan spell with Darlington FC where some supporters claimed he showed more promise than even a young Jordan Pickford.
Enter Graeme Murty
If Nicholls is overseeing the whole academy system, he and the club are reliant upon former Rangers man Graeme Murty to coach their U21 side.
Murty’s Glasgow chapter spanned five fairly intense years, concluding in November in 2021. During his time with the Scottish giants, he was arguably the heartbeat of their academy, starting as the U20s gaffer before stepping up to lead Elite Academy Development in his final two years. Reportedly a steady hand and a sharp mind, he also donned the caretaker manager’s hat twice for the senior side, ultimately taking the reigns as the permanent boss for the latter half of the 2017/18 season, albeit fairly unsuccessfully. It would be fair to say, the former Scotland international still left an indelible mark on their youth development.
Of note here is that he was heavily influential in revamping their entire academy eco-system. Speaking to Training Ground Guru website he stated at the time, “We changed our terminology, our curriculum, our principles and our sub principles. We made sure it all fitted together. We’ve got something we are quite proud of, but it’s always evolving.”
It is this breadth of experience that Murty brings with him to Wearside and he has without question, significantly improved the Black Cats’ U21 side. Indeed last season the youngsters reached the Premier League 2 final, competing against the might of Tottenham Hotspurs’ riches, but sadly losing 3-1.
That said, when compared to Sunderland’s 2019/20 season – where, aside from a single draw, the entire campaign consisted of defeats – the fact they are now more than holding their own in a league featuring the youth teams of Manchester United, Manchester City, and Chelsea is a testament to the metaphorical distance travelled since then.
Novel approach to U18’s
Sunderland also shook things up at the level below the U21’s with a fairly novel approach, swapping out sole U18s Lead Adam Asghar in October 2023 for a duo who now oversee the U15 to U18 squads, with the aim of targeting the individual growth of each player. Asghar departed the Black Cats to take on the U21s Lead role at – ironically Nicholls’ former stomping ground – Southampton, leaving big boots to fill.
Stepping up now are Fin Lynch and Jordan Moore, who previously worked with the U13 to U16s. Together, they lead the U15 to U18 age group, seeking to craft what they describe as akin to a tailored development programme putting the spotlight on every single player’s ‘journey’.
“The emphasis on youth has been huge since they’ve come in,” Moore said back in February, as his side reached the last 16 of the FA Youth Cup – the club’s best run since 2017. It is surely a nod to the Academy of Light’s focus on the future and what may be possible. Yet, it was far from certain it would work.
Nicholls emphasised at the time that this approach was very much a shift away from the traditional team-focused coaching, but nonetheless, there has been some success.
So where is it all heading?
Despite the undoubted good work here where else could it go? If the club’s stated aim is ‘best in class’, what other improvements could and should be made to help them reach that goal? With that in mind, what else could then be achieved?
We would need to look to those real best in class ‘talent factories’ to explore that further.
Joao Felix, Ruben Dias, and Goncalo Ramos are just a few of the gems who rolled off the production line across the waters at Benfica, propelling them to the top of the academy sales charts with a staggering €516 million (£442 million) raised. If developing youth and selling for the largest profit possible was the aspiration, the Portuguese giants lead the way, but they are followed closely by Ajax, who – according to CEIS Football Observatory rankings – have made €376 million (£322 million) from their own production line of talent – putting them ahead of Lyon and even Real Madrid.
Chelsea are the first Premier League outfit to feature on the list, sitting in fifth place with €347 million (£297 million) banked from academy graduates over the last decade. The records only include players who have spent at least three years at a club between the ages of 15 and 21, ensuring we are only talking about real homegrown talent here.
What is perhaps striking, however, are the clubs missing from the rankings. Barcelona, Arsenal, and Manchester United are all absent. Why? Because their brightest young stars are typically not sold off but rather woven into the fabric of their first teams, their value not measured in transfer fees but in trophies and titles. Perhaps this is something Sunderland AFC should be looking to do more often than not. In fairness, with academy products, Dan Neil, Anthony Patterson and Chris Rigg shining bright on the Championship stage, perhaps this is already something in train.
Yet, those sides who retain the talent are perhaps the exceptions. From Benfica to Bayern, the truly elite clubs have instead become ‘footballing factories’, churning out raw talent time and time again, selling on to the highest bidders. All to ensure that by reinvesting funds back into the club they are bringing in the best of the best, at every level.
If of interest, here is the full rundown of the top 10 academies according to CEIS, also highlighting the huge financial numbers from each selling on their homegrown talent:
1. Benfica: €516m – 30 players
2. Ajax: €376m – 36 players
3. Olympique Lyonnais: €370m – 32 players
4. Real Madrid: €364m – 28 players
5. Chelsea: €347m – 28 players
6. Monaco: €325m – 18 players
7. Sporting: €306m – 31 players
8. Tottenham Hotspur: €256m – 23 players
9. Manchester City: €254m – 27 players
10. Atalanta: €250m – 34 players
Changing face of football
Perhaps it is all part of the changing face of football. If we are being generous it may indicate clubs are becoming as much about nurturing young talent as they are about winning silverware. Yet, cynically, one cannot help but conclude it is likely more to do with the fact it is also a strategy – that when done well – pays off financially both on the pitch and in the boardroom.
So what steps are these clubs taking to achieve this? And can Sunderland copy their homework? Yes, is the short answer – but at a cost.
If we consider Benfica who are the best in class then we should look to their academy itself, based at their Seixal campus since 2006, it is arguably more than just a ‘football factory’ – it is a well-oiled machine where young talent is moulded with, it must be said, some considerable precision. Picture this – there are nine (NINE!) pristine pitches to enable around 90 or so academy prospects to actually attend to their educational studies whilst on site, with breaks for school squeezed in between training sessions. But it is not just about kicking a ball around or attending your maths class – there is then a whole village of 90 specialists on hand, from nutritionists to psychologists, ensuring that every youngster is physically and mentally primed to make it big.
As you may imagine, running a setup like this does not come cheap. With an annual bill of reportedly €10-12 million, it is a serious investment – but one that clearly, as the above table shows, pays off handsomely.
Just look at the first-team stars who have come through their system. João Silva and Florentino Luís alone could fetch ten times that amount on the market today. Gonçalo Ramos was sold to PSG last year for €65m. And that’s before you even factor in the millions generated from other past sales of home-grown talents. It is a production line that is surely worth every penny.
The very definition of speculate to accumulate. Benfica’s academy system should be one Sunderland could do well to borrow ideas from if they are to continually improve, although more investment will be needed to do so. As a comparison, and in researching this piece, Founded1879 spoke with Chris Weatherspoon, an authority on the Black Cats’ finances. Although not formally recorded in club accounts, Weatherspoon estimates the club spends around £5m-6m annually on their Category One academy.
Conclusion
With all that said, where does that leave the Black Cats now and in the future?
Sunderland’s academy has made undeniable strides under the stewardship of Kristjaan Speakman, Robin Nicholls, Graeme Murty et al, transforming a stagnating youth development programme to one that is increasingly competitive on the domestic youth stage season after season.
But, while progress is indeed evident, the Black Cats are still a long way off matching the production lines of Europe’s elite – that aspirational ‘best in class’. Therefore, the road to that particularly destination is surely very much continuing and still a work in progress.
Yet, in order to move in that direction it will require not just ambition on the part of the current ownership group, but the kind of strategic investment and precision that has turned clubs like Benfica and others into footballing factory giants. The foundational building blocks are there. The potential is there, as is some talent too – now it is about nurturing it further and turning that genuine promise into a reality.
If – and it is a big one – the club provides its youth development with the kind of backing enjoyed by others described above, perhaps then Sunderland AFC’s academy can become not just the ‘centrepiece’ of its own club but of English football.
Photo by Mark Fletcher via MI News & Sport/Alamy
