I reckon you could put arena selling bands on at the stadium, and it would sell ok, partly helped by the novelty of Sunderland having a gig.
Kasabian and The Prodigy were two I’d thought this of, but alas, both are no longer viable.
I reckon Paul McCartney could sell it out.
Or get several bands like those BST gigs at Hyde Park.
The Prodigy are in the middle of making a new album