Paul C. Brunson is back at Sutton United — and he’s bringing his fan-raising initiative into a bold new chapter.

The U’s celebrity owner will be back at the VBS Community Stadium tomorrow with the Amber Army 100 initiative – now renamed Amber Rising – as the project looks to evolve and become bigger than ever.

Brunson, who’s association with the U’s began in March 2024, returns to the club for the clash with Tamworth intending to build on the incredible success of last year’s Amber Army 100 Project by kicking things off with the first Amber Rising matchday on Saturday.

Last season, something incredible happened at Gander Green Lane. Hundreds of first-time fans came through the gates, many experiencing live football for the very first time. The energy, the laughter, the sense of belonging… it all showed just how special Sutton United really is. Families, schools, and local groups joined in, and the message we kept hearing was clear: people felt at home.

That’s why this year, we’re taking things to the next level with a new name: Amber Rising.

Amber Rising reflects the growth of our movement. It’s no longer about 100 fans, but about building a rising tide of community spirit, inclusivity, and family-friendly football at Sutton United.

– Paul C. Brunson

After a successful first season, Brunson is expanding his efforts to deepen the bond between Sutton United and the local community. Through Amber Army 100, he aimed to welcome both new and longtime fans to the exhilarating experience of match day at Gander Green Lane. The initiative isn’t just about boosting attendance; it’s about creating belonging, breaking down barriers, and showing what Sutton United has to offer for everyone — whether this is a person’s first live football game or one of many.

What Is Amber Rising?

The Amber Army 100 was a grassroots project with simple, ambitious goals:

  • Invite new faces to experience live football at Sutton United — people who may never before have come to a match.
  • Foster a friendly, inclusive, family-oriented match-day atmosphere.
  • Engage local schools, community groups, and organisations, making sure that football becomes accessible and relevant beyond hardcore fans.

In its first outing, the project saw strong results.

What’s New This Time

Brunson is now scaling up. Amber Army 100 is evolving into Amber Rising, reflecting a shift from aiming for “100 new faces” to building a growing movement — a rising tide of fans who feel part of Sutton United’s family.

Supporters can expect more matchday activations, more inclusive options for local groups and families, enhanced matchday experiences and a calendar of events stretching across the season.

The goals are simple:

  • Welcome new fans to the thrill of live football.
  • Create a safe, family-friendly environment where everyone feels they belong.
  • Celebrate community by inviting schools, local groups, and organizations to experience match day together.
  • Offer unique match day experiences like pre-match mixers, meet-and-greets, and unique giveaways.

Why It Matters

Sutton United has always carried strong community roots. For many, it’s not just a club — it’s part of the local identity. By lowering the barriers to entry (costs, knowledge, feeling intimidated, etc.), Amber Army 100/Amber Rising can help ensure that everybody who wants to be part of the experience can be part of it. It builds lasting support, loyalty, and a more diverse fanbase — social value that goes beyond the 90 minutes on the pitch.

What You Need to Know

  • The program is already gearing up with match days scheduled where Amber Rising will be active.
  • Registration is open, but spaces are limited so sign-ups are encouraged soon.
  • Whether you’re totally new to Sutton United, a returning supporter, or somewhere in between, there’s a place for you in this initiative.

Whether you’re brand new to the game or a lifelong supporter, Amber Rising is your invitation to come stand with us, celebrate community, and experience the joy of Sutton United football.

Community is everything to me. It’s what I build my work on, and it’s what I see thriving at Sutton United. Amber Rising is more than football—it’s about belonging, connection, and joy. I’d love for you to be part of it.

See you at Gander Green.

Paul Brunson’s return with Amber Rising isn’t just good news for Sutton United — it’s an opportunity: to grow, to welcome, and to show how football can bring people together. Whether you’ve never been to Gander Green Lane or you’ve cheered from the terraces for years — there’s something fresh waiting for you.