Sunderland AFC and sportswear giant Nike have agreed a new multi-year partnership which will see the latter’s famous ‘Swoosh’ logo on the club’s shirts until the summer of 2027.
In collaboration with Just Sport Group, Nike remains Sunderland’s kit and training wear manufacturer having supplied the English Football League (EFL) club since 2020.
Sunderland state that the relationship with Nike has been successful following record sales of Nike branded kits for the 2021-22 and 2022-23 seasons, with the latter becoming a fan favourite following the team’s 2022 League 1 Play-Off Final win at Wembley Stadium.
Sunderland AFC Chief Operating Officer, Steve Davison, commented: “We have enjoyed a successful partnership with the Just Sport Group and Nike over the past three years, so we are delighted to be strengthening our relationship with a world-renowned brand that is also embedded within the North East.
“Following regular dialogue with our supporters’ groups and the wider fan base, we recognised the importance of improving our retail experience this summer and we look forward to supporting the Just Sport Group in delivering an enhanced service throughout the next four years.”
The new agreement will also see Just Sport Group continue to lead the EFL Championship club’s online and stadium-based retail operations, including the launch of a brand new online store.
Whilst Sunderland fans wait for the unveiling of the new Nike kit for the 2023-24 season, the club has notified them that the current online store will close on 27 June at 17:00, with the new version revealed at 10:00 on 6 July.
Peter Crawford, Chairman of the Just Sport Group, added: “Alongside Nike, the Just Sport Group are delighted to extend our agreement with Sunderland AFC for the next four years and we look forward with excitement to developing our partnership further during this next phase of our relationship.
“SAFC is an excellent partner to work alongside and we are excited to now extend our relations further and become the Club’s official retail partner.
“A club with fantastic heritage and an amazingly passionate and loyal support, we look forward to continuing to develop our relations to provide a high-quality retail experience – both in-store and online – and offer supporters a wide range of choice, alongside our long-term commitment to the highest level of customer service.”