Sunderland is seeking growth opportunities in the American market as stricter financial regulations in English football are prompting clubs to pursue new revenue streams, according to Financial Times reporting. Unlike many clubs targeting major cities such as New York and Los Angeles, Sunderland aims to focus on developing connections with American cities that mirror its own industrial heritage.

Tom Bewell, Sunderland's CEO, stated that the club wants to leverage its history of mining and shipbuilding, along with its experience of urban regeneration since the early 2000s, to attract fans beyond the North East of England.

Following a recent preseason tour of the United States, Bewell specifically highlighted Philadelphia, Pittsburgh, and Detroit. These cities have distinct post-industrial backgrounds, and Sunderland found the club's own development narrative resonates with local communities.

Bewell said: "Our view on the North American market is to precisely target partners and distribution platforms to tell our authentic story and share it with those who can access it."

Sunderland's preseason tour in the United States visited New Jersey, Pennsylvania, and Tennessee. Bewell noted that Philadelphia aligns with Sunderland's narrative "very strongly," as do Pittsburgh and Detroit, both cities with major sports organizations representing their local communities.

Therefore, Sunderland is not solely targeting the largest commercial markets in the United States. Bewell stated plainly: "I don't think Los Angeles and New York are the right places for us."

One reason Sunderland is expanding into international markets is the new financial regulations for clubs introduced in English football this season. These regulations are reshaping how England's top teams spend, and are encouraging clubs to pursue new commercial revenue sources more aggressively.

Additionally, Sunderland has partnered with the Elvis Presley estate to sell the club's pink and black away kit at Graceland in Memphis. The shirt design was inspired by Elvis's pink Cadillac.

This partnership also connects with Sunderland's fan culture, as the club's supporters have long sung "Can't Help Falling in Love" at matches.

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