BREAKING: Sunderland announces Hummel as new kit partner for next season.

Beginning with the upcoming season, Sunderland AFC will use Hummel, a Danish sportswear company, as part of a new multi-year collaboration.

Starting in July 2024, Hummel will design the technical uniforms for the men’s and women’s first teams as well as the academy teams for the EFL Championship club.

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

Even though a number of international brands showed interest in SAFC, our ownership group was certain that any deal had to be entirely unique to our team. From the beginning, Hummel was evident, exhibiting a comprehensive comprehension of Sunderland that encompasses both our heritage and our prospects.

The collections we have in store for this summer and beyond excite us, and we are now finalizing more changes to our retail and servicing operations. This agreement reflects the greatest interests of our people, our club, and our city—our fans deserve nothing less.

The two renewed their collaboration, which had begun in 1988 when Hummel supplied the team’s uniforms for its FA Cup final matchup versus Liverpool at Wembley Stadium.

The partnership’s core values are creativity and quality, and it will provide Sunderland supporters access to the “widest assortment of high-quality technical apparel available.”

“We are thrilled to announce our long-term partnership with Sunderland AFC,” said Neil Burke, CEO of Hummel UK. We are ecstatic to be getting back together with Sunderland thirty years after the chevrons were removed from the legendary uniform.

“Our return not only demonstrates the ongoing importance of our collaboration but also emphasizes the critical role that the English market plays in our worldwide strategy, reaffirming our presence in the center of English football.

It is an honor to stand by your side once more, Sunderland’s ardent supporters, who are the club’s lifeblood. We move forward together, united in our commitment to quality and Sunderland AFC’s enduring legacy.