What do a drum, a massive "Birmingham" banner, and 30 confused but happy Australians have in common? They are all finding a home at Sutton United.
Hello & welcome to another episode of Sutton United Talk Time! In this special episode, we’re stepping away from the immediate match analysis to look at the culture growing around the club. I’m joined first by Seb and Harry, the driving forces behind The Amber Project, the group responsible for the rising decibel levels and colourful displays at the VBS. Later, I speak with Xavier from the Aussies in London group to find out why a community of Australians chose Sutton for their football pilgrimage - and what they made of the "Gold Jacket" ritual.
This week’s conversation dives into the effort required to build a matchday atmosphere and the unique appeal of our club to newcomers.
The Amber Project Origins: Seb and Harry share how the group formed around late 2023 with a simple mission: make the Gander Green Lane fortress loud again. They discuss the transition from Parkside to behind the goal and how the acoustics (and the drum!) have transformed the energy.
Behind the Displays: We get a peek behind the curtain at the logistics of fan displays. From the cost of banners (like the Birmingham one) to the "herding cats" scenario of getting volunteers to wave flags, the lads reveal that aiming for "perfect" is stressful, but the result is always worth it.
The Aussie Invasion: Xavier recounts the recent visit from the "Aussies in London" group. Despite missing their initial train and not understanding the rules (or why a man in a sparkly jacket was shouting about a safe), the group fell in love with the authentic community vibe - and the £3.50 pints.
Guest Insights and Interactions Seb and Harry provide a refreshing look at the next generation of Sutton United support. Their dedication is palpable, noting that they want their legacy to be establishing Sutton as a "top atmosphere in whatever league we are in," ensuring the ground isn't just a place to watch football, but a place to be heard.
Conversely, Xavier offers a fascinating "outsider" perspective. Accustomed to 100,000-seater stadiums in Australia where you are miles from the action, he highlights how special the intimacy of non-league football is. He notes that the ability to stand, move around, and almost "smell the players" creates a connection you simply can't get in the Premier League.
Key Quotes "It's just got that very relaxed community vibe... it's more like a relaxed sort of authentic vibe rather than having to sit. You can kind of talk to people, you can move around." - Xavier
"The Amber Project isn't just a display group. It's also an atmosphere group. And we want to make Sutton a really loud team and have one of the best atmospheres in the league." - Seb
"Everyone was so welcoming... everyone's like a mini celebrity. I think it boosted everyone's ego."- Xavier
Takeaways
Atmosphere takes work: It’s not just about showing up; it’s about participation. Whether it’s waving a flag or donating a quid to a display, every bit helps The Amber Project grow.
Community is our superpower: The Aussies didn't return because of the tactical genius on the pitch; they returned because Sutton fans made them feel welcome. That hospitality is our best recruitment tool.
Accessibility wins: Affordable tickets and the freedom of the terraces make Sutton United a genuine alternative to the sterile, expensive experience of top-flight football.
If you want to support The Amber Project or just hear more about the Aussie invasion, make sure to listen to the full episode! Don’t forget to subscribe to Sutton Podcast so you never miss an update.
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