Phillips signed for Sunderland just after their relegation from the Premiership. Fifteen matches into the Division One season, the club were in mid-table and Phillips had four goals. In the remainder of the season, Phillips set or equalled club records by scoring in seven consecutive matches and in nine consecutive home matches, became the first Sunderland player since Brian Clough in 1961–62 to score 30 goals in a season, and finished the campaign with 35 goals in all competitions, the most by any Sunderland player in one season since the Second World War. His tally included a four-goal haul in the third round of the FA Cup at Rotherham United and two goals in the play-off campaign. After scoring Sunderland's second goal in the play-off final, Phillips was substituted after 73 minutes with an injury, so missed the remainder of the 4–4 draw with Charlton Athletic which Sunderland lost 7–6 on penalties. Phillips later described the final as his "most disappointing day in football", but also as the best match he had ever played in.