Sunderland make eagerly-awaited kit announcement as iconic supplier sends message to fans

It has been confirmed by Sunderland that a new kit agreement has been reached.

Sunderland has announced that hummel will become the club’s new kit supplier starting from July this year. This news follows the club’s decision to seek a new partnership after ending their association with Nike and the Just Sport group. Sunderland and hummel have inked a five-year deal, described by the club as a significant multi-million pound agreement, marking one of their largest commercial deals to date.

Fans are likely to be thrilled by the announcement, as hummel has previously designed some of the club’s most memorable kits, such as the one worn during the FA Cup final in 1992.

David Bruce, Sunderland’s Chief Brand and Commercial Officer, emphasized that the agreement with hummel would be tailored specifically to the club. “We have been in discussions about this partnership throughout the season, and we are excited to welcome hummel back to Sunderland,” Bruce commented.

“Despite numerous global brands showing interest in SAFC, our ownership group insisted that any partnership must be entirely tailored to our club. From the outset, hummel stood out, showing a deep understanding of Sunderland that aligns with our culture and vision for the future. We’re excited about the upcoming collections for this summer and beyond, as well as the enhancements to our retail and service operations. This agreement reflects our commitment to providing the best for our fans, our club, and our city.”

Neil Burke, CEO of Hummel UK, expressed excitement about the long-term partnership with Sunderland AFC. He highlighted the significance of reuniting with Sunderland after 30 years since the iconic kit featuring the chevrons. This return not only emphasizes the enduring value of their partnership but also underscores the importance of the English market in their global strategy. Burke addressed the passionate supporters of Sunderland, acknowledging their vital role in the club and expressing honor in standing by their side once again. He emphasized their shared commitment to excellence and the enduring legacy of Sunderland Association Football Club.