Former Sunderland chief takes top role as new owners complete takeover and EFL remove potential points deduction

Former Sunderland chief business officer David Bruce was in attendance at Hillsborough as Sheffield Wednesday marked a significant day on and off the pitch.

Bruce has now been confirmed as the club’s new CEO, having said his farewells at Sunderland during the Nottingham Forest game at the Stadium of Light last month. His departure came as a surprise to many, with the highly regarded executive leaving his role under Kyril Louis-Dreyfus.

Widely praised for his approach to supporter engagement during his time on Wearside, Bruce joins Sheffield Wednesday at the start of a new era following the club’s takeover by American consortium Arise Capital Partners, who have placed an emphasis on improving fan relations. The Owls confirmed the completion of the takeover shortly before kick-off, with the EFL also removing the threat of a potential 15-point deduction next season.

On the pitch, Sheffield Wednesday marked the occasion with a 2-1 win over West Bromwich Albion, just their second Championship victory of the campaign. Goals in quick succession from Nathaniel Chalobah and captain Liam Palmer put the hosts in control before Karlan Grant pulled one back late on. The result ensured Wednesday ended the season on zero points, wiping out their earlier 18-point deduction and avoiding becoming the first club in EFL history to finish a campaign with a negative total.

Despite relegation already being confirmed, there was a buoyant atmosphere around Hillsborough following confirmation of the takeover, with the club now looking ahead to a reset under new ownership and new leadership. Bruce’s move comes after Sunderland announced he would leave the club following a broader organisational restructure.

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He returned to Wearside in July 2023 and played a central role in leading the club’s business operation during a period of significant development, contributing to Sunderland’s off-field progress and their return to the Premier League. During his time at the Stadium of Light, Bruce helped secure major partnerships with global brands including Delaware North, Fanatics and hummel, while overseeing investment projects aimed at strengthening the club’s commercial platform and improving the matchday experience.

He was also widely credited with strengthening the relationship between the club and its supporters, both regionally and internationally, and played a part in shaping the ‘Til the End ethos. Bruce leaves with several long-term projects already well advanced, including future hummel kit releases, the Legends Way development and a planned North America tour. Sunderland confirmed he would remain in post during a defined transition period, with Tom Burwell stepping in as interim CEO as the club begin the process of appointing a permanent successor.

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