Sunderland AFC is making a strategic push into the U.S. market, aiming to capitalize on its recent return to the Premier League after nine years. This initiative is driven by the club's desire to "export Sunderland to the world" and significantly boost its revenue streams. Chief Commercial Officer Scott McCubbin highlighted New York City as a key target, noting its status as a major sports town and an opportunity to introduce the club to American consumers. The club's global ambitions are also fueled by the unexpected American popularity of the Netflix documentary "Sunderland 'Til I Die," which resonated with audiences due to its underdog narrative.
The club's leadership, including Charlie Methven, has emphasized that this international expansion is not about losing sight of the club's roots but rather about securing its financial future. While seeking a foothold in the U.S. is not new for English clubs, Sunderland aims to distinguish itself by focusing on the appeal of its history and tradition, which research suggests is important to American sports fans. They are setting measurable goals, such as aiming for 2,500 North American supporters interacting meaningfully with the club by 2020 through memberships, merchandise, and streaming. This is expected to add significantly to its roughly $20 million revenues, as sponsors are increasingly interested in clubs with international reach.
The U.S. tour has already demonstrated commercial success, with former Everton chief executive Keith Wyness estimating a potential windfall of between $1 million and $2.5 million for Sunderland from the three-game series. This includes matches against high-profile teams like Liverpool, Leeds, and Wrexham, which increases media exposure and provides opportunities for sponsor negotiations. Wyness praised Sunderland for striking a balance between footballing importance and creating financial opportunities, calling it a "very valuable" and "commercially strong" strategic move for the club.
