Chris Coleman stepped on to the stage, smiled on the tv cameras and introduced a manifesto for change centred on humility, honesty and hope.
Sunderland’s ninth supervisor in six years was unveiled on the Academy of Light, the membership’s coaching floor, on Monday morning and appeared genuinely thrilled to be confronted with the problem of lifting his new group off the underside of the Championship.
To Coleman’s left sat Martin Bain, the membership’s chief government. If Bain appeared a bit washed out within the wake of a draining few months, the previous Wales supervisor appeared radiant, his eyes glowing with enthusiasm. Many individuals are puzzled on the 47-year-old’s resolution to swap a Wales facet he led to the semi-finals of Euro 2016 for a membership going through a second successive relegation however it was not one over which Coleman agonised.
“You can go through your career without ever managing a big club and this is a huge club,” Coleman stated. “The temptation to be part of that and expertise that and attempt to make a distinction right here was simply too massive for me.
“I’ve got the opportunity to manage a big football club, a seriously big football club and I wasn’t going to turn that down. I know all the challenges here, I’m under no illusions. But I am super-excited. I can’t tell you how excited I am. I always wondered whether I’d get an opportunity to manage a big club and I’ve got it now.”
Certain of his predecessors, most notably David Moyes, acted as in the event that they have been doing Sunderland a favour just by being there however Coleman sees issues very otherwise. “There’s not many Premier League golf equipment as massive as Sunderland, with their fanbase and stadium and services,” he stated. “Not many Premier League clubs have all this. I’m absolutely thrilled to be here.”
There is way to be accomplished. He is anxious to discover a house within the north-east for his spouse and two young children however, extra instantly, there may be Tuesday night time’s powerful journey to Aston Villa to navigate and uncomfortable house truths to be delivered within the dressing room.
Simon Grayson’s successor made it plain he has been warned that his new squad is in determined want of pulling its collective socks up. “The biggest word in football, and it’s a dirty word – no one likes to use it – is accountability,” Coleman stated. “Every participant on a contract is accountable for what occurs to this membership. Everyone has roles and tasks.
“You can sometimes look at someone and give them the benefit of the doubt but there are other things you look at and say: ‘That’s not acceptable.’ There’s still time to improve but this club is standing on the edge of a cliff and we need to move to safe ground. We need to get our preparation right and we need to be professional.”
All the indications are that he intends to vary a considerably laissez-faire surroundings to a “no excuses” tradition. “This is not a place to be if you haven’t got heart,” he stated. “If you haven’t obtained coronary heart and braveness you then shouldn’t be at this membership. If gamers are pretending to present their greatest I can’t deal with it.
“I won’t tolerate players not giving everything they’ve got. This is a great club and we have the duty of taking it forward.”
Too many previous managers have merely lived within the area part-time, retaining their important house elsewhere whereas spending a number of days every week on Wearside. Coleman refuses to rank amongst them. “I’m fully committed to this area. If I wasn’t, I wouldn’t have moved my family up here.”
Although Ellis Short, the Sunderland proprietor, is now not making an attempt to promote up and is outwardly reinvigorated by the Welshman’s set up, the membership’s money owed dictate that Coleman’s scope for manoeuvre within the January switch market might be restricted.
“Maybe we’ll generate some cash ourselves,” Coleman stated. “I’ve not been handed a huge transfer kitty. I’m not going into January with millions to spend so we need to improve the players we have. We have to build a new culture here.”