Sunderland set to land '£2.5m' windfall after announcement
Sunderland’s pre-season tour of the USA will see them in the spotlight for lucrative sponsorship opportunities in the coming years.
That is according to former Everton chief executive Keith Wyness, speaking exclusively to Football Insider, who believes that the Black Cats have put together a good pre-season schedule that is also “commercially strong.”
This comes after the Wearsiders confirmed three more games against York City, Lens and Rennes to complete their busy pre-season schedule this summer.
Regis Le Bris' side will line up in Nashville, New Jersey and Pennsylvania during their time across the Atlantic, which will bring benefits both in a football and commercial sense.
Wyness made it clear that it is vital for clubs of Sunderland’s stature to jet off for these pre-season tours in order to increase their exposure to fans around the world.
Sunderland to boost their profile with ‘very valuable’ tour
Everton’s former chief Wyness – who served as CEO at Goodison Park between 2004 and 2009 and now runs a football consultancy advising elite clubs – believes that Sunderland’s tour of the USA will be “very valuable” in terms of boosting their coffers ahead of 2026-27.
The former boardroom man made it clear that they have struck a strong balance with their summer campaign, as it creates financial opportunities, but doesn’t neglect the footballing importance.
Speaking on the latest edition of Football Insider’s Inside Track podcast, Wyness suggested that the three-game spell will be “lucrative” for Sunderland both now and in future.
“It’s very valuable for Sunderland, particularly the trip to the States. They're playing Liverpool, Leeds and Wrexham, who have a media profile,” he said.
“This is a great chance for them to present themselves to the US market after the World Cup. I think it will be good for them to start sponsor negotiations and those sorts of things. It will be a pretty lucrative pre-season.
“It's going to be making between £1m and maybe £2.5m, over all the things that I can see. Sunderland, compared to where they were just a few seasons ago, their profile is now consolidated. People are starting to hear the name more and more.
“It's a big strategic move for them, and I think it's a very good pre-season fixture list. I understand it, it's commercially strong, it's football good, everything works pretty well for them, so I think full marks to them for getting it done.”
Sunderland could be set to lose talented starlet
Football Insider revealed earlier this week that Oxford United and Wigan Athletic are lining up moves for Sunderland starlet Zak Johnson this summer.
The 21-year-old centre-back won the National League title with York City in 2025-26, and could now be set for a permanent jump up to League One for his next move.
First-team opportunities will be limited for youngsters at the Stadium of Light next term, and the expectation is that Johnson will be sold, despite being named in the club’s retained list.
The talented starlet has made four senior appearances for his boyhood club, with the most recent of those coming in an FA Cup tie back in the 2024-25 campaign.