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Sunderland AFC Partners with Hummel in Landmark Kit Deal.

Roger Hampel


Sunderland Hummel
Sunderland Hummel

Sunderland AFC has announced a significant new partnership with Danish sportswear brand hummel, set to begin in July 2024. This reunion revives a historic relationship that first started in 1988 and is remembered for propelling Sunderland during key moments like the ascent to the First Division in the late '80s and the memorable 1992 FA Cup run.


A Multi-Million Pound Deal for the Future


The agreement, which is one of the largest commercial deals in Sunderland’s history, will span an initial five years. This partnership marks a pivotal moment for the club, bringing together heritage and innovation to provide bespoke kits for Sunderland’s men’s, women’s, and academy teams, as well as its global fanbase.


A Nod to Shared Histories


The partnership is celebrated as a homecoming for hummel, whose designs were once synonymous with Sunderland’s iconic moments. The return of hummel's chevrons on Sunderland's kits is a nod to a shared history and a promise of future successes.


Commitment to Customization and Quality


David Bruce, SAFC’s Chief Brand and Commercial Officer, emphasized that the deal with hummel was chosen carefully, reflecting a deep commitment to bespoke, high-quality offerings that resonate with Sunderland’s unique culture and the aspirations of its fanbase. He highlighted the careful planning that has gone into the partnership, ensuring that the forthcoming collections and enhancements to retail and servicing operations align with the club’s high standards.


Emphasizing the Role of Fans


Neil Burke, CEO of hummel UK, expressed enthusiasm about renewing the partnership. He underscored the importance of the English market in hummel’s global strategy and acknowledged the vital role of Sunderland’s supporters, describing them as the lifeblood of the club. His statement reflects a broader strategy of engaging passionately with local fan communities and enhancing their experience through quality sportswear.


Anticipation Builds for New Kit Launch


As anticipation builds, Sunderland has invited fans to sign up for announcements related to a special edition launch capsule, promising first access to what promises to be a highly sought-after collection.

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