Sunderland set for shake-up as David Bruce poised to leave and interim CEO named | OneFootball

Sunderland are preparing for a significant off-field reshuffle this summer.

Sunderland Echo understands that Chief Business Officer David Bruce is set to depart this summer and that the club are shifting strategy to accelerate commercial growth.

Bruce joined in July 2023 as Chief Brand and Commercial Officer, then became Chief Business Officer a year later. He oversaw the switch to hummel as kit partner and outsourced retail to Fanatics. His work, including the 'Til The End campaign, earned positive feedback from supporters.

The club have been reshaping their operations in recent months. Mike Papadimitriou was appointed Chief Financial Officer last September, while Tom Burwell recently joined the board as a non-executive director. Both have close links to the Bia Sports Group, the overarching business through which Kyril Louis-Dreyfus and Juan Sartori manage their sporting investments.

Burwell will serve as interim CEO until a permanent appointment is made. The club are also recruiting a Chief Revenue Officer after Ashley Peden left his role as Chief Commercial Officer in January. Scott McCubbin, who also works for Bia Sports Group, has assumed the revenue officer role on an interim basis.

A new CEO is expected to be appointed this summer, charged with increasing revenues to strengthen the club’s position in the Premier League.

Source: Sunderland Echo