A senior Sunderland backroom figure has responded after confirming his departure as off-field changes continue at the club
Sunderland chief commercial officer Ashley Peden has confirmed his departure from the club after three years, issuing a farewell message reflecting on his time on Wearside.
Peden announced the news in a LinkedIn post, confirming that it marked his final day at the Stadium of Light and thanking staff, supporters and the wider Sunderland community for what he described as a unique experience.
“Today marks my last day at Sunderland,” Peden wrote. “As I reflect on the past three years I leave with an immense pride in what we have achieved across the entire club, and across the commercial areas of the business. An incredible club with amazing people that work tirelessly to help it achieve great things.”
Peden joined Sunderland during a period of rebuilding and has been part of the club’s off-field growth alongside its rise back to the Premier League. In his message, he repeatedly highlighted the people and place as defining aspects of his time at the club.
“I will miss the people, the fans, the city, the region – the entire Sunderland experience is totally unique from anything that I have ever experienced before,” he added. “A special thanks to all the board, staff, partners, and supporters that have all made my time in Sunderland so special.”
He also confirmed he will take time away before beginning the next stage of his career. “It’s time to grab a holiday with my family before the next chapter,” Peden wrote. “But as I turn the page on this one, I reflect on what an incredible privilege it’s been to be part of these moments that will be forever remembered by so many. Ha’way the Lads!”
Sunderland have confirmed that Peden’s role will not be directly replaced. Instead, the club is restructuring its commercial operation, with work already underway to appoint a chief revenue officer in the new year to oversee all commercial and marketing activity.
In the interim, Scott McCubbin has taken on responsibility as part of his wider role within Bia Sports Group, the umbrella organisation through which Kyril Louis-Dreyfus and Juan Sartori manage their sporting interests. The group’s influence at the club has grown in recent years, with Mike Papadimitriou appointed chief financial officer earlier this year.
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Chief business officer David Bruce paid tribute to Peden’s contribution in a statement. “First and foremost, I would like to extend my gratitude to Ash for his hard work and partnership throughout the last three years,” Bruce said. “He has played an instrumental role in elevating the club from League One to the Premier League and in developing an environment that will ensure a stronger Sunderland for many years to come. We wish him well in the next chapter of his career and will always look forward to welcoming him back to the Stadium of Light.”
The creation of a chief revenue officer role reflects Sunderland’s focus on strengthening commercial performance as new financial regulations come into force, limiting clubs to spending 85% of their generated revenue on first-team costs.
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