Six takeaways from Sunderland interim CEO on future plans | OneFootball

Interim CEO Tom Burwell has set out Sunderland’s post-summer priorities after Chief Business Officer David Bruce’s pending exit, spanning leadership, stadium plans, finances and fan strategy.

According to Sunderland Echo, integrating business and football is central to the restructure, with the next CEO to run day-to-day across the club. Creating the conditions for a high‑calibre hire is seen as critical to the next phase.

Stadium of Light expansion remains under review, with costs and the limited dividend from adding a four or possibly five‑figure number of seats complicating the case. The club is eager to grow hospitality, boxes have a waiting list, and Everton’s new ground has roughly double the premium seating.

Sunderland forecast being 13th or 14th for revenue this season at about £200 million. A sale of the women’s team would bring cash but no benefit under new SCR rules. Those rules may hinder a top 6 push yet could give Sunderland an edge over similar‑sized rivals if commercial income grows, and spending will still require prudence and some sales.

Despite the gambling ban, an improved front‑of‑shirt deal is expected after last May’s cut‑price agreement, with talks also ongoing over additional partners. A new membership programme is planned, offering some benefits, and costs, to season‑ticket holders while targeting national and international growth.

The aim is to establish the club in the Premier League’s top 10, supported by off‑field change. Burwell stressed taking supporters with them, citing Liverpool’s example, though frustrations around season‑ticket renewals have set a worrying precedent.

Source: Sunderland Echo