BBC Radio Newcastle's Nick Barnes feels Sunderland are "walking on a tightrope" following some of their recent decisions regarding fan interaction.
Interim CEO Tom Burwell's recent interview on the Business of Sport podcast shed some light on the Black Cats' desire to grow.
Burwell joined the Black Cats as a non-executive director in January 2026, following the announcement of chief business officer David Bruce's departure at the end of this season.
However, the club has come under scrutiny due to ticketing policies over recent weeks, with fans voicing their concern and disappointment.
A statement from The Red and White Army Supporters' Trust read: "We have heard from a number of long-standing season-ticket holders, who have encountered extremely poor customer service. Many of these supporters have had tickets for years and consistently backed the club through its most difficult periods. It is troubling to hear they now feel overlooked, particularly when seeking to move seats."
The Sunderland Echo also reported that two season-ticket holders, who were looking to relocate due to increasing costs in corporate areas, were told the club wouldn't accommodate moving them back into general admission and they would have to join the back of a 15,000 person waiting list.
Speaking on BBC Radio Newcastle's Total Sport, Barnes said: "The club has already said they stand by their original decisions.
"For me, they are walking a bit of a tightrope. They have made it into the Premier League and that fan connection, which Tom Burwell mentioned [in his interview], is already being tested.
"He speaks about how important the fans are to the club, so he will need to strike a balance between respecting their long-standing commitments and trying to increase revenue under SCR (squad cost ratio).
"There is no question there are issues. Most people would say the club needs to take a step back and look at how these situations have been handled, because I don't think it's been very good PR."
Ex-striker Marco Gabbiadini added: "I don't think there were any surprises told. It is obviously easier to be connected with your fanbase when you're doing well.
"For me, it is about getting that balance between keeping the core base of fans happy and looking at the bigger picture.
"We all want to see better players and new signings, fans are more guilty of that than anyone because they want to see progression, but you have to get the little things right as well.
"You don't want to change the mood of the support because it is so good at the moment."
Listen to snippets of Tom Burwell's interview by pressing play above or access it here on BBC Sounds
You can also hear the thoughts of Sunderland fan Ian Smith by clicking on the play icon below.