David Bruce is the Chief Business Officer of Sunderland AFC, where he oversees the Club’s strategic direction and day-to-day operations.
Since returning to the UK in August 2023 as Sunderland’s Chief Brand and Commercial Officer, Bruce has been instrumental in reshaping the Club’s commercial strategy. He led initiatives across partnerships, premium experiences, retail, fan engagement, and global growth—placing fan-centricity at the heart of every business decision. His leadership secured landmark deals with hummel and Fanatics, significantly enhancing both the supporter experience and the Club’s commercial performance.
Before joining Sunderland, Bruce was the Chief Marketing Officer for Major League Soccer (MLS), where he helped drive the league’s rapid expansion.
Bruce is a graduate of Northumbria University and holds a master’s degree from the University of Oregon’s renowned Warsaw Sports Marketing MBA program.
