David Bruce will leave his role as the club’s Chief Business Officer this summer
Kyril Louis-Dreyfus has said that David Bruce should be 'immensely proud' of his role in the club's development.
As first revealed by The Echo on Monday, Bruce is set to leave his role as Chief Business Officer this summer. Bruce played a key role at the club since his arrival as Chief Brand and Commercial Officer in the summer of 2023, and was a leading figure in major decisions to enter key partnerships with hummel, Fanatics and Delaware North. He was promoted a year later but the club have decided to move in a different direction this summer as they look to grow the club's revenues following promotion to the Premier League.
Tom Burwell, who joined the club board as a non-executive director earlier this year, will take over as interim CEO until a permanent appointment is confirmed this summer. Burwell is well known to Louis-Dreyfus and fellow shareholder Juan Sartori as CEO of the Bia Sports Group which manages all of their sporting interests.
Louis-Dreyfus said the move would help 'consolidate and build on the progress made'.
“David has made an important contribution to Sunderland AFC, and I want to thank him for the commitment he has shown throughout his time with us," Lous-Dreyfus said.
"His connection to Sunderland is profound, and that has been reflected in the care, dedication, and energy he has brought to the role. He should be immensely proud of the part he has played in helping move the Club forward. As our leadership structure evolves to reflect our continued growth in the Premier League, we will now appoint a permanent Chief Executive Officer to help consolidate and build on the progress we have made. During the interim period, Tom will step into this role, having already played an active part in our transition to the Premier League. His leadership will ensure continuity and keep us firmly focused on the path ahead.”
Bruce said his time at the club had been a 'privilege' and that he would always be a supporter.
"To have had the chance to play a part in the story of my boyhood Club has been a privilege I will carry with me forever," Bruce said.
"Every decision, every late night and every challenge was driven by one thing — a desire to see Sunderland AFC become everything this Club, its supporters and this city deserve. In a short space of time, we have taken meaningful strides: growing our reach, building a commercial platform that gives the Club greater strength and stability, and working to create an experience that reflects the passion of our supporters. More than anything, I hope we have helped reconnect the Club with the people who define it and the city to which it belongs. I leave proud of what we have built, grateful for the people I have worked alongside, and certain that the Club can reach even greater heights. I did not come here simply as an executive, but as a Sunderland lad who grew up loving this Club — and that is how I will always see myself. A supporter first, last and always.”
Sunderland confirm plans following David Bruce’s departure
In a statement, Sunderland said Bruce had played an integral role in the club’s development.
The statement said: “Sunderland AFC today announced that Chief Business Officer David Bruce will leave the Club at the end of the season following a broader organisational restructure. David has led the business operation throughout a period of significant development since returning home to Wearside in July 2023, contributing to the Club’s off-field progress and supporting its return to the Premier League.
“In addition to securing landmark partnerships with several global brands, including Delaware North, Fanatics, and hummel, he has overseen a series of capital investment programmes that have strengthened the Club’s commercial platform and enhanced fan experiences.
“David has also played an important role in strengthening the Club’s relationship with its supporters, both regionally and internationally, while helping to shape and embed the ‘Til the End ethos that reflects SunderlandAFC’s resilience, pride, and identity.
“He will depart with several long-term projects well advanced, including the 2026–27 hummel releases, the Legends Way development, and the upcoming North America tour. David will remain with the Club throughout a defined transition period, as Tom Burwell, Chief Executive Officer of Bia Sports Group, assumes the role of interim CEO with immediate effect. Tom currently serves on the Club’s Board of Directors and will provide temporary executive oversight on behalf of the Board as recruitment of a permanent CEO progresses.”
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