The Wearsiders will be the North East's only representatives in the top flight next season.

And Walton says the club has to capitalise on that in the wake of losing derby games to relegated rivals Newcastle and Middlesbrough.

He said: "Next season, in a very large area of the country, Sunderland will be the only club offering Premier League football.

"Our nearest games will be against Burnley and Hull City, and that is something we have to try to turn to our advantage if we can.

"We have to accept there's a loss of revenue there, because the derby games are massive games for all three North East clubs and generate massive crowds.

"We won't get that from the clubs that have come up in their places.

"But, at the same time, we have to make the most of the fact that we are the only club in the whole of the North East that will be hosting the likes of Manchester United, Arsenal, Chelsea and Liverpool.

"Obviously we don't expect fans to switch allegiances in their droves – fans just aren't like that.

"But there might be scope there to strengthen ourselves on the corporate side, and that's something we can look at.

"Obviously we're in the middle of a recession, but when it comes to national and international businesses in the North East, we have to look at whether they will want to take guests to Premier League or Championship games next season.

"It is also an opportunity for us to grow the club generally, to try and be the club that young fans growing up in the region see as successful and want to support.

"We don't know for how long we will be the only North East club in the top flight but as long as it lasts, we have to try to capitalise on it."