Sunderland owner Kyril Louis-Dreyfus says he was “disgusted” after a bar at the Stadium of Light was redecorated with Newcastle slogans.
The Black Cats Bar, designated for visiting supporters, was adorned with signage for the FA Cup third-round tie scheduled for Saturday.
“I regret to have let you down,” said Louis-Dreyfus, 27.
The slogans, which have since been removed after Sunderland admitted a “serious error in judgement”, included “keep the black and white flying high”.
“I would like to apologise to everyone associated with Sunderland AFC for the events that have unfolded today,” added Frenchman Louis-Dreyfus.
“Like our supporters I was disgusted and hurt by the pictures circulating online of the inappropriate signs that have now been ripped down.
“I take full responsibility for every decision that is taken by the employees of our club and you have my word that I will personally make sure that we make the necessary changes required to improved because it is clear there are many areas where we need to be better.”
Additional pictures of the bar, serving as a hospitality area for Newcastle supporters, revealed signs bearing messages such as “we are united” and “cheer up Peter Reid.” This latter reference pertains to a chant commonly sung by Magpies fans concerning the former Sunderland manager.
In an earlier statement after widespread criticism from fans online, Sunderland said the club “acknowledges that a serious error in judgement was made in relation to Black Cats Bar earlier this afternoon”.
‘This will be mentioned in 50 years’ time’
Speaking to BBC Radio Newcastle, former Sunderland striker Marco Gabbiadini described the error as “embarrassing”.
“We’ve got a group who’ve taken over the club who you would think, after the last lot we’ve had, would have a bit more knowledge of how football works,” he said.
“There are people from the region on the board. The owner, his club was involved in one of the biggest rivalries in French football with his family’s club, and we’ve opened ourselves up to this. I don’t believe it if I’m honest.
“It’s embarrassing. This will be mentioned by Newcastle fans in 50 years’ time.”