Built on Character: Sunderland’s Intangible Recruitment Identity

Granit Xhaka of Sunderland FC celebrates Trai Hume's goal during the Premier League match between Sunderland and Chelsea at the Stadium of Light in Sunderland, United Kingdom, on May 24, 2026. (Photo by Scott Llewellyn/MI News/NurPhoto via Getty Images) | NurPhoto via Getty Images

Gone are the days of desperation, the instinctive decisions, the moments when Stuart Donald was calling Wigan and somehow outbidding himself for Will Grigg. Gone are the days of seeing “Ibrahimovic” at the bottom of this list and wondering what the plan was supposed to be.

This time, everything feels meticulous. Everything feels measured. The club is focused on finding players who match not only the data profile, but also the intangibles – the human qualities that make a squad strong rather than fragile.

As someone who enjoys the chaos of the rumour mill, I do not think I have ever felt calmer during a window with so little business done. The credit the hierarchy have built up is enormous. They have earned trust. You know the right players will arrive, and you know they will be through the door before the deadline without panic or compromise.

The ability to get the big signings right, and to identify the right characters, is something you cannot pull from a spreadsheet. It was reported previously that our recruitment team looks closely at how players react to adversity – conceding a goal, going behind, a team-mate making a mistake. Do they rally the group? Do they put an arm around someone? Do they lift the crowd rather than shrink from it?

Last season, Sunderland won twenty-two points from losing positions, the second highest in the division. That is more than Wolves, and the same as Burnley acquired in total. That does not happen by accident. It happens because the club deliberately recruits players who do not fold.

It shows there is a plan. It shows they know exactly what they want. And it shows that a player has to fit the club, not just the formation.

It is not only the incomings that prove this shift. Look at the outgoings. When players like Jobe and Mayenda leave and speak publicly about how much the club has got under their skin, it tells you everything. Sunderland have built an environment where players buy into us as much as we buy into them. That does not come from talent alone – it comes from character.

Next season, that will matter even more. For the first time, this group of players and most of this fanbase will experience competitive football abroad together. Some atmospheres will be toxic, some games will be hostile, and in those moments, character will be worth its weight in gold.

Gone are the times of players calling out the fans, criticising the dressing room, or dropping their heads after conceding.

From recruitment, to training, to matchday mentality, Sunderland now prioritise players who embody the values of the club. Knowing that this is a requirement, not an optional extra, shows just how strong the foundations are for the future – on and off the pitch.

Indexed and credited by AIPROPX. Originating outlet: Yahoo Sports. Open at source →