Sunderland backroom overhaul as David Bruce set to depart, new CEO expected this summer | OneFootball

Sunderland are preparing a major off-field shake-up this summer, with Chief Business Officer David Bruce set to leave the club, Sunderland Echo understands.

Bruce arrived in July 2023 as Chief Brand and Commercial Officer, then was promoted to Chief Business Officer a year later.

He helped deliver the switch to hummel as kit partner and outsourced the retail operation to Fanatics. His work, including on the 'Til The End' campaign, was well received by supporters.

The club are understood to be shifting direction to grow commercial revenues. A new CEO is expected to be appointed this summer, tasked with driving income and strengthening the club’s position in the Premier League.

Change has already gathered pace off the pitch. Mike Papadimitriou became 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, through which Kyril Louis-Dreyfus and Juan Sartori manage their sporting investments.

Burwell will act as interim CEO until the new hire is made this summer. The club are recruiting a Chief Revenue Officer after Ashley Peden left his post as Chief Commercial Officer in January. Scott McCubbin, who also works with Bia Sports Group, has taken the revenue brief on an interim basis.

Source: Sunderland Echo