Sunderland announces Hummel as new kit partner for next season

Credit: Michael715, Shutterstock

Sunderland AFC kits will be manufactured by Danish sportswear brand Hummel from next season onwards in a new multi-year partnership. 

Hummel will become the EFL Championship club’s technical kit partner from July 2024, creating kits for the men’s and women’s first teams, as well as the academy teams. 

Sunderland Chief Brand and Commercial Officer, David Bruce, said: “We have been working on this agreement throughout the season and we are delighted to welcome Hummel back to Sunderland. 

“Although multiple global brands expressed an interest in SAFC, our ownership group made it clear that any agreement had to be fully bespoke and custom to our club. Hummel shone through from day one, demonstrating an understanding of Sunderland that fully embraces our culture and our future. 

“We are thrilled with the collections planned for this summer and beyond, with further developments to our retail and servicing operations also being finalised. Our fans deserve the best and this agreement represents that – it’s for our people, our club, and our city.”

The two rekindled a partnership that started in 1988, which saw Hummel as the kit manufacturer for the club during its FA Cup final appearance at Wembley Stadium against Liverpool

Originality and a commitment to quality is at the heart of the partnership, and will provide Sunderland fans with access to the “widest assortment of high-quality technical apparel available”.

Hummel UK CEO, Neil Burke, added: “We are thrilled to announce our long-term partnership with Sunderland AFC. With boundless excitement, we embrace our reunion with Sunderland 30 years after the chevrons left the iconic kit. 

“Reaffirming our presence in the heart of English football, our return not only underscores the enduring significance of our partnership but also highlights the pivotal role of the English market in our global strategy. 

‘To the passionate supporters of Sunderland, you are the lifeblood of this club, and it is our honour to stand by your side once more. Together, we forge ahead, unified in our dedication to excellence and the enduring legacy of Sunderland AFC.”

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