With the welcome news of Elliot Embleton’s new contract tying him down until 2025, Sunderland’s new regime have yet again shown their ambition and business acumen in its droves.
So far this season, Embleton has shown exactly why in the summer very little consideration, if any, was given towards his potential departure.
Since his loan to Blackpool, he’s solidified his place in the team with a string of consistently impressive performances, which has seen him turn goalscorer and creator on more than one occasion. In becoming an integral cog in Lee Johnson’s machine, it has become increasingly imperative that Elliot was offered a contract and more so, a contract he would be keen to sign.
Protecting our ambitions and our assets remains absolutely key.
What makes this deal of particular significance is both its nature and its timing.
Very little - if any - information was released in regards to the club being in negotiations with Embleton, so the news comes as something like a bolt from the blue.
With Embleton entering the twilight stages of his (now previous) deal, it was also key the club didn’t become embroiled in pressurised and lengthy negotiations, as we have seen both historically and recently.
By re-capturing Embletons signature the club has again shown ambition and acumen previously lacking in other regimes, by using foresight to recognise that losing Elliot would set the club on the back foot in terms of their ambitions this season, as well as acquiring an adequate replacement.
This is particularly pertinent when taking into consideration that fees for players drastically reduce or disappear altogether as they enter such a period of contractual limbo, something Sunderland have now steered themselves well clear of.
Given all that has gone on before, it's very refreshing for fans to see one of their own match the ambition shown by the new owners and sign on until 2025.
This deal also signifies yet again the culture change at the club, with a very professionally carried out deal being made with welcomed efficiency - perfectly echoing our summer transfer business.
In doing so, this deal has helped perpetuate what the current regime is about - as well as showing fans that this summer's business wasn’t a flash in the pan, nor a fluke.
Going forward as the season progresses, everyone will hope that Embleton's injury woes remain firmly behind him, as they have done for most the season so far, and he continues to develop into one of the finest footballers we have at the club.
Under Lee Johnson I believe that Elliot will have no better chance than to fully reach his potential - something which can only be good for the club and our ambitions to finally see the back of League One... ironically, something Embleton has already done once before.