David Bruce will leave Sunderland at the end of the season
Sunderland AFC's chief business officer David Bruce.
Sunderland AFC's chief business officer David Bruce.(Image: Sunderland AFC)
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Sunderland owner Kyril Louis-Dreyfus says David Bruce should be 'proud' of the way he has helped shape the club after it was revealed the chief business officer will leave as part of a restructure.
Bruce, a boyhood Sunderland fan, has led the business operation throughout a period of significant development since returning to Wearside in July 2023,. In that time he has helped drive the cub’s off-field progress as it returned to the Premier League.
However, Louis-Dreyfus and the board have decided to reorganise their executive team and appoint a new chief executive officer - with Tom Burwell, of Bia Sports Group, assuming the role of interim CEO with immediate effect, supported by Bruce in the interim.
Louis-Dreyfus said: “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.
"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.”
Burwell currently serves on the club’s board of directors and will provide temporary executive oversight as recruitment of a permanent CEO progresses. Bruce will remain with the club throughout a transition period.
A club statement on Bruce's departure added: "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 Sunderland AFC’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."
Bruce admitted that working for his boyhood club and helping deliver success has been a dream role for him.
“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," he 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.”