Premier League club Sunderland is looking to major US post-industrial cities to expand its fan base and boost revenue as new financial rules tighten spending across English football. Chief executive Tom Burwell said the club’s mining and shipbuilding heritage, along with its recent regeneration, resonates strongly in places like Philadelphia, Pittsburgh, and Detroit — cities that share a similar industrial identity. During a pre-season tour covering New Jersey, Pennsylvania, and Tennessee, Burwell found Philadelphia especially receptive, while ruling out Los Angeles and New York as poor fits.

Sunderland’s strategy includes a partnership with the Elvis Presley estate to sell a pink-and-black Elvis Cadillac-themed away shirt at Graceland, tapping into supporters’ tradition of singing “Can’t Help Falling in Love.” The push comes as the Premier League introduces Squad Cost Rules limiting player spending unless clubs generate off-pitch profits, giving revenue-rich teams more flexibility. Sunderland, majority-owned by Swiss investor Kyril Louis-Dreyfus with a minority stake held by Uruguayan businessman Juan Sartori of Tether, has no plans to sell equity and is three years into a multi-year capital investment programme. The move deepens ties between the Premier League and American capital, with 12 of 20 clubs now under US ownership.