Sunderland chief Tom Burwell names three major USA targets and he explains New York and LA stance
Tom Burwell has identified three US cities where Sunderland’s industrial heritage could help attract new fans and grow revenue
Sunderland are looking to their mining and shipbuilding roots to help attract American supporters, with chief executive Tom Burwell identifying three cities where he believes the club can build a following.
Philadelphia, Pittsburgh and Detroit are central to that thinking as Sunderland seek to increase their overseas appeal and commercial income. Burwell believes the connection between those cities’ industrial pasts, their communities and their sports teams offers an opportunity for a club with deep roots of its own.
Speaking to Philip Stafford of the Financial Times, Burwell explained why Sunderland’s approach to the American market would be selective. His comments suggest the club see greater potential in finding supporters who identify with Wearside’s history than simply concentrating on the country’s most prominent destinations. “I don’t think that Los Angeles and New York are going to be our places,” he said.
Sunderland’s recent pre-season trip took them to New Jersey, Pennsylvania and Tennessee, providing an opportunity to explore that interest. Burwell said Philadelphia “really resonated strongly”, while also highlighting Pittsburgh and Detroit as places where major sports organisations have a strong connection with the communities they represent.
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The aim is to make Sunderland’s history, including the city’s more recent regeneration, a reason for people overseas to take an interest in the club. Burwell outlined an approach that would involve working with partners to reach audiences most likely to feel that connection. “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 added.
The commercial push comes as clubs face growing pressure to generate the income needed to support their football ambitions under tighter spending controls. For Sunderland, building an international following offers a chance to develop additional revenue through partnerships and merchandise.
One example is the club’s agreement with the Elvis Presley estate to sell its pink-and-black, Cadillac-inspired away shirt at Graceland. The connection draws on Sunderland supporters’ longstanding association with the song “Can’t Help Falling in Love”, taking something familiar to fans on Wearside to an American audience.