Credit: Imago

Evan Lloyd

Fri 17 April 2026 10:35, UK

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Sheffield Wednesday are ready to appoint former Sunderland chief business officer (CBO) David Bruce as their new chief executive officer.

A deal is reportedly agreed in principle to appoint Bruce, who left the Black Cats last month after almost two years at the Stadium of Light.

He is expected to take charge should the proposed takeover of Sheffield Wednesday by Arise Capital Partners go through, with the move edging closer.

The US-based consortium is led by American businessman David Storch, who still faces several problems.

A statement released this week confirmed that Sheffield Wednesday face a 15-point penalty ahead of next season in League One, due to debt relating to previous owner Dejphon Chansiri.

Sunderland’s transformation under David Bruce

Former Everton CEO Keith Wyness exclusively told Football Insider this month that Sheffield Wednesday’s 15-point deduction is harsh, but it goes by the rules.

The Owls have been struck down time and time again in the last 12 months, with their relegation confirmed months ago after several deductions.

But there appears to be light at the end of the tunnel for the Owls under Storch, and the appointment of Bruce confirms as much.

The Star reported on Thursday that the deal is all but done, and will be confirmed with the takeover.

The prospective new CEO at Hillsborough is a very popular man in Sunderland, after playing a part in what has been a sensational turnaround at the Stadium of Light.

The Black Cats found themselves in League One five years ago, but now sit 10th in the Premier League and have a chance of making it to Europe.

When Bruce was appointed, they had just finished 16th in the Championship. A year later, and they were promoted.

Of course, it was not just the CBO at the centre of a dramatic transformation, but he is credited with transforming Sunderland’s commercial activity and attracting several landmark partnerships with major brands.

Bruce also received heavy praise for his efforts to promote positive fan engagement with the club, a role he is expected to play at Sheffield Wednesday.

Sheffield Wednesday could make further Sunderland appointments

In recent months, Sunderland have also confirmed the exits of both Stuart Harvey, who served as the head of player recruitment, and sporting director Kristjaan Speakman.

The pair are yet to commit themselves to another club and come with a great pedigree, having played significant parts in the rebuild at the Stadium of Light.

Speakman was appointed in 2020, and Harvey in 2021, with both men overseeing the recruitment that saw Sunderland rise to the Premier League.

Having already made their move to appoint David Bruce, it would not be a bad idea to continue the theme.