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Sunderland AFC have unveiled a significant reorganisation behind the scenes at the Stadium of Light, marking a major shift in the club’s commercial structure. Chief Commercial Officer **Ashley Peden** is set to leave his role early next year after three years of service. Rather than replacing his position like-for-like, the club has confirmed it is moving in a new strategic direction by creating a Chief Revenue Officer role, with plans already underway to appoint someone in the new year.
In the meantime, Scott McCubbin has stepped in on an interim basis, adding the responsibilities to his broader duties within the **Bia Sports Group** — the parent organisation through which majority stakeholders Kyril Louis-Dreyfus and Juan Sartori oversee their sports ventures, from supercross to rugby sevens. The influence of the Bia Sports Group has grown more prominent at Sunderland, particularly after **Mike Papadimitriou** was appointed as Chief Financial Officer earlier this year.
Chief Business Officer **David Bruce** expressed deep appreciation for Peden’s contribution, emphasising how pivotal he has been in helping elevate Sunderland from League One to the Premier League and laying a foundation for long-term strength.
The introduction of a Chief Revenue Officer highlights the club’s increasing focus on boosting income streams, especially with new Premier League financial regulations coming into effect next season — rules that will limit clubs to spending no more than **85% of self-generated revenue** on first-team costs. The incoming executive will play a crucial role in ensuring Sunderland stay competitive at the highest level and maximise the growing excitement around the team’s on-field progress.
Ashley Peden’s Farewell Message:
Peden expressed heartfelt gratitude as he prepares to depart, saying he has deeply valued his time at the club and the warmth of its people. He reflected proudly on the strides made across retail, partnerships, and premium operations, crediting the staff for building a strong regional, national, and global network. He added that the club is in excellent hands and wished both staff and fans the very best for the future.
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