‘Perfect’ Cats chief promoted
DAVID Bruce has a new title at Sunderland AFC after being handed a promotion in what the club’s owner terms “the perfect appointment”.
The club’s chief brand and commercial officer since July 2023, Bruce will assume the role of chief business officer from June 1.
Such has been his influence at the Stadium of Light, Sunderland owner Kyril Louis-Dreyfus enthused: “David is one of the most progressive and innovative thinkers in sports business and we are delighted with the impact he has made since his arrival nine months ago.
“He has built a reputation around fan-centric thinking and engagement that is centred around creating memorable experiences for fans, and his time at MLS was a period of unprecedented growth. David’s appetite for this football club and love of the area make him a perfect candidate to lead our business and I look forward to supporting him in his new role.”
Bruce’s 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 a 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.
He 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.
During his first season on Wearside, Bruce secured longterm 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.
Bruce commented: “It is an enormous privilege. I’m excited to build on the strong foundations established by our ownership group throughout the past three years and shape a club that we can all be proud of.”