Campbell began the 2010–11 season in goalscoring form in pre-season, scoring four goals in a friendly against Hull, and goals against Leicester City and Brighton & Hove Albion. Having forced his way into manager Steve Bruce's plans, he started the opening match of the new Premier League season, playing the full 90 minutes against Birmingham at the Stadium of Light in a 2–2 draw. He also played the full 90 minutes in Sunderland's next league outing against West Bromwich Albion at the Hawthorns. However, he sustained an anterior cruciate ligament injury in Sunderland's 1–0 win against Manchester City on 29 August 2010, which sidelined him for an expected six months. Steve Bruce said "It's a tragedy. But Fraizer will be back. He's a larger-than-life character. He was just starting to show what he was about. But make no mistake he'll be back and he'll be firing again." regarding the injury.