Sunderland AFC Announce New Chief Business Officer

Statement from SAFC:

“Sunderland AFC is delighted to announce David Bruce’s appointment as Chief Business Officer.

After assuming the position of Chief Brand and Commercial Officer since July 2023, Bruce will now transition into a new role and assume overall leadership of the Club’s business operation from 01 June 2024.

His appointment forms part of a wider restructuring within the business operation, which aims to establish greater levels of leadership and ensure a renewed commitment to fan centricity can be fully embraced throughout the Club.

Wearside-born, Bruce returned to the North East nine months ago following an immensely successful 11-year tenure with Major League Soccer, during which he undertook the roles of Senior Vice President of Brand & Integrated Marketing and Chief Marketing Officer.

Bruce led MLS’ brand evolution as the league entered a new era on the global stage, and he was part of the leadership team that introduced 13 new Clubs to the league, created a new global broadcast relationship with Apple TV, and helped launch Lionel Messi’s arrival in the US.

A graduate of Northumbria University and the University of Oregon’s Warsaw Sports MBA programme, he also built and developed multiple new brands for MLS.

These included eMLS, Leagues Cup, MLS NEXT and MLS GO, which doubled fan growth, increased commercial revenues, and provided fans with new ways to follow the sport.

During his first season on Wearside, Bruce secured long-term agreements with hummel and Fanatics, which will commence ahead of the 2024-25 season and set the tone for a new commitment that places fans at the core of the Club’s actions.”