Sunderland AFC reunite with hummel in a multi-year partnership

Under the partnership, hummel will become the official technical kit supplier of Sunderland AFC from July 2024.

The English Football League (EFL) team, Sunderland AFC (SAFC) have secured a multi-year partnership with the sportswear brand, hummel.

This deal marks a reunion for the two entities, rekindling a historic connection that began in 1988.

The agreement, one of the largest commercial deals in the Rokerites’ history, extends for an initial term of five years. 

Under the partnership, hummel will become the official technical kit supplier of the Black Cats from July 2024. This encompasses designing and providing bespoke kits and training wear for Sunderland’s men’s, women’s and academy teams.

David Bruce, SAFC’s, Chief Brand and Commercial Officer, 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.”

Neil Burke, CEO, hummel UK, said, “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 Association Football Club.”

hummel is a German-founded Danish sportswear brand with a long history from 1923. The sportswear manufacturer specializes in athletic apparel and footwear for a variety of sports, including football, handball, and basketball and also offers athleisure clothing and footwear for everyday wear.

The Wearside club has had a mid-table season in the Championship so far. The unit currently sits 13th in the standings with 15 wins and 19 losses out of 42 games played.

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