'Absolutely vital' – Tom Burwell outlines Sunderland’s internal strategy as Premier League demands increase
Sunderland chief executive Tom Burwell has outlined the principle guiding major decisions during the club’s rapid growth
Tom Burwell has re-outlined his vision for Sunderland and stressed that unity between the club’s football and business operations will be vital to its long-term success.
Burwell became Sunderland’s interim chief executive during a period of significant progress, with the Black Cats returning to the Premier League and qualifying for European competition. There have also been behind-the-scenes changes as Sunderland continue to strengthen their senior management structure and seek to match their off-field development to their ambitions under head coach Régis Le Bris.
Burwell believes every department must understand that football sits at the centre of the organisation, with decisions ultimately judged on whether they give Le Bris and his players the best opportunity to succeed. “I think institutional alignment is huge in any business, but at a football club it is absolutely vital,” Burwell told Sky Sports’ Premier League Show.
“The business and the football operation must work together while being really clear and authentic with our fanbase. Representing those fans is everything to our success. It’s something we foster and speak about all the time. We put football at the heart of every decision we make and ask what we can all do to ensure we’re best placed to be victorious at 3pm on a Saturday.”
Burwell also highlighted the strength of Sunderland’s relationship with the city and the loyalty displayed by generations of supporters. He revealed that the club’s average season-ticket holder has followed Sunderland in that capacity for 22-and-a-half years, illustrating the long-term commitment of the fanbase.
“The football club is a huge representation of a city,” Burwell said. “It is a one-club city, with a history that goes back as many years as it does and fans for whom the average season-ticket holder has been with us for 22-and-a-half years. The reality is that the connection between the football, the business, everyone involved and the city itself is integral to our success.”
Sunderland have experienced a demanding summer after the Premier League season was followed by the World Cup and a three-game pre-season tour of the United States.= The Black Cats played in Nashville, New York and Philadelphia before returning home to continue preparations for the new domestic campaign. Burwell believes the congested schedule demonstrates the relentless demands placed upon modern football clubs.
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“We went from the final day of last season on May 24 and felt as though we might finally have time to breathe,” he said. Before you know it, the World Cup has kicked off in the United States. We then toured the US, playing three games across Nashville, New York and Philadelphia. Before you know it, you’re back home and only three weeks away from the new season. There is a relentless nature to this industry, both on and off the field, which is heightened during the transfer window.”
Burwell was appointed Sunderland’s chief executive in April 2026, having previously worked as the club’s chief operating officer. He oversees Sunderland’s business operations and is tasked with supporting their continued growth on and off the pitch, while working closely with the ownership, football department and wider senior leadership team.