Sunderland are targeting post-industrial American cities for their international commercial expansion.
The Premier League side intend to bypass traditional mega-markets like Los Angeles. Interim CEO Tom Burwell confirmed the approach to the Financial Times via the Sports Business Journal. He explained the club “wanted to tap into Sunderland’s history of mining and shipbuilding, as well as its regeneration this century, as a way to drive interest in the team beyond its home in north-east England.”
Aligning With Working Class Roots
Pre-season visits to Pennsylvania and Michigan shaped this tailored blueprint. Burwell observed that Pittsburgh and Detroit are cities “with major sports organisations that represented their community.”
“Our view on North America is to be highly targeted alongside partners and distribution platforms, and wrap our very authentic story up and tell that story to people that’s going to resonate,” Burwell said.
He firmly dismissed generic market pushes, adding: “I don’t think that Los Angeles and New York are going to be our places.”
Expanding The International Commercial Footprint
Tighter financial regulations continue to “push England’s leading clubs to seek out fresh sources of revenue,” according to the publication. This North American model includes a unique merchandise collaboration.
Sunderland have “agreed a tie-up with the Elvis Presley estate to sell its pink-and-black Elvis Cadillac-themed away shirt at Graceland, a nod to the club’s supporters regularly singing ‘Can’t Help Falling in Love’”.
Broader global expansion remains a core priority under manager Régis Le Bris. OneFootball highlights that commercial discussions frequently involve African companies. Generating fresh international revenue ensures proactive squad building, such as Wilson Isidor’s long-term commitment, remains financially viable.
Sunderland travel to face Manchester City in the Premier League this Sunday.
