‘Absolutely vital’, Tom Burwell outlines Sunderland’s internal strategy as Premier League demands rise | OneFootball

Sunderland chief executive Tom Burwell has set out the principle shaping decisions as the club scale up under head coach Régis Le Bris, after returning to the Premier League and reaching Europe.

“I think institutional alignment is huge in any business, but at a football club it is absolutely vital,” he told Sky Sports’ Premier League Show.

“The business and the football operation must work together while being really clear and authentic with our fanbase. Representing those fans is everything to our success.”

“The football club is a huge representation of a city. It is a one-club city, with a history that goes back as many years as it does and fans for whom the average season-ticket holder has been with us for 22-and-a-half years.”

“There is a relentless nature to this industry, both on and off the field, which is heightened during the transfer window.”

Burwell, appointed chief executive in April 2026 after serving as chief operating officer, oversees business operations alongside the ownership and football department.

Source: Sunderland Echo

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