SAFC Heaven Branch

Welcome to the SAFC Heaven Branch

We are a group of passionate football fans who share a common love for Sunderland Association Football Club (SAFC). We believe that football can bring people together, foster friendship and promote healthy lifestyles in the toughest times.
About Us
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DONATE HERE

Towards the SAFC Heaven Branch to help us continue the great work we carry out.

Our Story

The Heaven Branch was founded in 2021 by friends and devoted Sunderland supporters, Joanne Youngson and Billy Wright. The idea was born out of heartbreak and love — following the loss of two of their closest friends, Keith and Fred, whose passion for Sunderland AFC and friendship left a lasting mark on everyone who knew them.

What began as a simple tribute — perhaps even seen as a bit of a gimmick at first — quickly became something far greater. The Heaven Branch grew into a vibrant and meaningful community, uniting Sunderland fans past and present, and ensuring that Keith and Fred’s memory lives on in every chant, every laugh, and every matchday shared.

Through the Heaven Branch, their love for the Club continues to shine. It stands as a testament to the power of friendship, loyalty, and the unbreakable bond that Sunderland supporters share — in this life and beyond

More about our Branch
Join our Facebook Page

Our Constitution

A branch where Sunderland supporters that have passed away can be joined by their family and friends.

To embrace continuing bond theory in that when someone dies our relationship with them does not end, but it slowly changes over time.

The bond can remain just as strong, we aim to use the common love of Sunderland in activities, information sharing and storytelling to help maintain bonds.

Our Constitution (continued ...)

We aim to bring together those left behind to form a community, for them to feel safe to share and grieve using the love of Sunderland football club as a common bond holding everyone together.

The Branch will be inclusive to anyone without regard to gender, race, nationality, disability, sexual preference, religion, or belief, gender, race religion or age.

A Successful 2025-56 – In Numbers

Flowers & Flags
62 Funeral UK-Wide including Oxford and Wales.
Flag Bearers
12 Guard of Honours.
Pitch Clippings
76 delivered worldwide as far as Australia including 6 for end-of-life care fans.
Handmade Keepsakes
100+ distributed world-wide 
Pebble Painting Sessions
Over 150 people joined our sessions.
Young Fans Memory Boxes & Photo Frame Sessions
32 fans attended and made some very special keepstakes.
Candlelight Remembrance Service
250 + attended our service  at Sunderland Minster.
Memorial Match vs Man City (1 Jan 2026)
200+ fans held up photos of loved ones.
Heaven Branch Pin-Badge Designs
Over 3500+ votes, with badges being delivered world-wide.
Online Bereavement Resources
3 Children’s Books and counting!
Support Groups
10 Adult daytime groups and 4 evening groups.
Listening Ear Service
9 sessions so far!
1-2-1 Counselling Service
9 fans supported with extra 1-2-1 support from highly qualified practitioners.

Our volunteer group is growing week-by-week, and all the services we offer are FREE, and are only possible because of the Family, Fans and Community that believe in us. Thank you for helping us remember those who we have lost, and for standing with those who are grieving.

Bradley Lowery, Branch Mascot

What does the SAFC Heaven Branch offer?

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We help navigate grief after losing a loved one where the central thing in their life was Sunderland Association Football Club.  We hold monthly peer groups that meets regularly to offer comfort, compassion, and connection.

Read More ..
Provides resources, information and guidance when a families "loved one" joins our branch
Maintains a memorial area by the main entrance to our beloved Sunderland Stadium of Light where supporters visit to reflect, lay ashes and memory pebbles
Encourage supporters to share stories, memories and photographs to help celebrate a loved-ones special memory
Offer the chance for supporters to join our Facebook Group, a safe and secure space where we all support each other and celebrate our loved ones who are no longer with us
1
Branch Founded
1
Bereavement Counselling
Sessions
1
2024 Lottery
Funding

Funeral Support

Making that last Goodbye, Extra Special

Flowers-Loan
Our Flowers

Flag-New-Badge-Loan
Our Flags

Pitch-Clippings
Our Pitch Clippings

Activities & Groups

We regularly hold activities and sessions for those left behind, to remember their loved ones after they have left us

Safc-Badge-Wings-Activites
Our Bereavement Group
Pebble-Painting-Activities
Pebble Painting Sessions
Clippings-With-Love
Pitch Clippings Workshop

Supporting Our Fans
with thanks to
The National Lottery

In May 2024, the Sunderland Heaven Branch was honoured to receive a generous £11,000 donation from The National Lottery in support of our vision to offer bereavement support to Sunderland AFC fans, no matter where they are or how they grieve.

What we’ve achieved since 2023

389 hours of 1-to-1 bereavement counselling for 28 adults and 4 children
72 hours of professionally facilitated support groups and activities
Professional counsellors attended 36 of our community events
Community-Fund-Logo

What this funding allows us to do …

This vital support enabled us to bring qualified counsellors into our work, complementing the heart of the Heaven Branch’s peer support.

As we have fans worldwide it also insured our virtual outreach reached grieving Sunderland fans wherever they are, so no one grieves alone.

We are deeply grateful to the national lottery and every supporter – our work is powered by shared love, remembrance and connection.