There are moments when Niall Quinn speaks with the fervour of an old-time preacher, which serves him well when the conversation turns to saving souls. As chairman of Sunderland, where Roy Keane, the manager, recently mourned a sport wrenched from its roots, Quinn reaches beyond raising funds and a padded seat in the directors’ box. Reconnect, spread wealth, dare the jaded to believe again.

“Football has lost its soul,” was the theme of Keane’s lament, a response to the glut of foreign ownership, soaring wages and ticket prices, staggered kick-off times, feigning players and neutered competition. For a single-club city such as Sunderland, where issues such as poverty, unemployment and illiteracy are real, and raw local passion has always fuelled the team, there are obvious concerns.

Dean Whitehead, the Sunderland captain, handed out certificates and posed for photographs with adult learners recently at Pennywell Community Centre. For an hour of his evening, he lit up faces and provided validation for a worthy cause. The event fell under the umbrella of Creating Chances, the Barclays Premier League initiative, but mirrored the pioneering work of the club’s Foundation.

Whitehead acknowledged the “importance of having that connection with people who live in the shadow of the ground”, a process that Quinn has encouraged since his Drumaville Consortium assumed control of Sunderland last year. He is committed to the Foundation, which was established by Bob Murray, his predecessor, and has taken a related message into pubs, leisure centres and arenas: “We need you, you need us.”

Quinn said: “The game is going global, away from the fans who live in the locality of their club. It’s vital, certainly to a club like ours, to stay in touch with that fanbase. I’m really pleased the Premier League recognises the need to pour resources from the vast amount of money swilling around our game back towards its lifeblood.”

It is not just a matter of largesse or charity; faced with competing attractions, Sunderland must fight for fans. “We can’t sit back and be blasé,” Quinn said. “We’ve won one trophy since the war. We’ve got to do more than just play games in front of them on Saturdays. We’re aware of our responsibilities, but it’s good that we’re getting a hand from the big guys.”

After years of fractured dreams, disappointments and relegations, Quinn has had some testing discussions with supporters. “There were some difficult conversations,” the Irishman said. “There were times at Sunderland when news of job losses would be all over the radio and supporters would see underachieving players driving around the city in fancy sports cars. It was hurting that bond between fan and club. Players are entitled to the trappings of success, but only on the back of it being earned. Our players need to know what Sunderland means. As Roy said so memorably, some may rather be in London, shopping with the wife, but others choose to come here and lift the place. We can’t force players to buy into that – it’s got to be their decision – but it’s not all about winning games. It’s about showing a desire and an understanding that they’re playing for the region, not just themselves.”

Quinn’s vision and Keane’s dedication have already brought promotion, but this season’s results have demonstrated that retaining their status and taking the next step forward will be a formidable challenge.

“People know this process is going to be hard, but we’re happy with our signings and, please God, the finance will be there to add more,” Quinn said.

“As long as people see us trying to do things the right way, being open and honest, they’ll stay with us. They know there’s going to be no promises, no bulls***.” But plenty of soul.