A Sunderland drug dealer who desperately tried to hide nearly £5,000 in criminal cash by hurling it into bushes has been jailed for more than six years.
Eboko Masiya, 34, was sentenced at Newcastle Crown Court after police uncovered evidence of an extensive drug-dealing operation spanning cocaine and cannabis supply across the North East.
The Roker Avenue resident’s criminal enterprise unravelled following his initial arrest in Newcastle in early 2023, when officers discovered incriminating evidence on his mobile phone linking him to drug dealing activities.
Failed attempt to evade justice
Despite being released on bail pending further investigation, Masiya continued his illegal activities. Police subsequently discovered additional drugs and cash at another property connected to the dealer.
When officers attempted to arrest him for a second time, the 34-year-old fled the scene in a desperate bid to avoid capture. During his attempted escape, he discarded a carrier bag containing £4,925 in cash into nearby bushes.
However, his efforts to conceal the criminal proceeds proved futile. Detectives later matched serial numbers on the recovered notes to money Masiya had previously been seen counting in a restaurant, providing crucial evidence of his involvement in drug dealing.
Sophisticated criminal operation exposed
Further investigations revealed the true extent of Masiya’s involvement in the drugs trade. Additional cash was seized from properties linked to him, while examination of his mobile phones uncovered more incriminating evidence of drug supply networks.
The dealer, of Roker Avenue, eventually pleaded guilty to multiple charges including supplying cocaine and cannabis, possessing cannabis with intent to supply, and acquiring criminal property.
At Newcastle Crown Court, Masiya was handed a substantial prison sentence of six years and seven months, reflecting the serious nature of his crimes and the significant quantities of drugs and money involved.
Roker’s ongoing battle with drug crime
The seaside district of Roker, located north of the River Wear in Sunderland, has undergone significant demographic changes in recent years. The area, which includes the popular Roker seafront and is home to approximately 4,600 residents, has seen rapid transformation.
Crime statistics for the Roker area show concerning levels of criminal activity. In April 2025 alone, 119 crimes were reported within half a mile of Roker Avenue, highlighting ongoing challenges with crime in the neighbourhood.
The arrival of the University of Sunderland’s St Peters Campus nearby has brought significant changes to the area, with many larger properties being converted into flats and student accommodation. This demographic shift has created new challenges for local policing.
Newcastle and Sunderland drug trade connections
Masiya’s arrest in Newcastle highlights the cross-city nature of drug dealing operations in the North East. Criminals often operate across Sunderland and Newcastle, exploiting transport links between the two cities.
Newcastle upon Tyne continues to face significant challenges with drug-related crime. According to the latest statistics, drugs offences in Newcastle are trending upwards compared to the national average, with a 76 per cent increase over the past three years.
The case demonstrates how dealers use multiple locations across Tyne and Wear to store drugs and cash, attempting to stay ahead of police operations. Masiya’s use of properties in different areas is typical of organised drug dealers seeking to minimise risk.
Police send strong message to criminals
Northumbria Police have emphasised that the successful prosecution sends a clear message that drug crime will not be tolerated in the North East. The force continues to target drug dealers operating across Newcastle and Sunderland.
A police spokesperson stressed the importance of community intelligence in tackling drug dealing, noting that information from the public often proves crucial in identifying and prosecuting offenders.
The substantial sentence handed down to Masiya reflects the courts‘ determination to punish those who profit from the misery caused by illegal drugs. His six years and seven months imprisonment serves as a warning to others involved in similar criminal activities.
Impact on local communities
Drug dealing causes significant harm to communities across the North East, bringing associated crime including violence, antisocial behaviour and theft. Areas like Roker suffer when dealers operate in residential neighbourhoods.
Local residents and businesses are encouraged to report suspicious activity to police, with Crimestoppers offering an anonymous reporting service for those who wish to provide information without being identified.
The successful prosecution of dealers like Masiya helps to disrupt supply networks and protect vulnerable individuals from exploitation. Police continue to work with partner agencies to address the root causes of drug-related crime.
As Masiya begins his lengthy prison sentence, Northumbria Police remain committed to identifying and prosecuting others involved in drug supply across the region. The message is clear: those who deal drugs in the North East will face the full force of the law.
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