Hummel, a Danish sportswear manufacturer, and Sunderland AFC have announced a new multiyear relationship. Hummel will become the Club’s next Technical Kit Partner in July 2024, renewing an iconic partnership that began in 1988.
The new pact, which has an initial five-year term, is one of the Club’s largest commercial transactions in history. Hummel’s narrative is intertwined with Sunderland AFC history, from his promotion to the First Division in the late 1980s to his famous FA Cup journey to Wembley Stadium in 1992.
An iconic cooperation will combine heritage and innovation to provide bespoke playing uniforms and training wear for the Club’s Men’s, Women’s, and Academy teams, as well as SAFC supporters worldwide.
The agreement, which combines innovation and a commitment to quality, will give SAFC fans with the most diverse selection of high-quality technical apparel available.
SAFC’s Chief Brand and Commercial Officer, David Bruce, said: “We have been working on this arrangement all season and are thrilled to welcome Hummel back to Sunderland. Although several global companies expressed interest in SAFC, our ownership group made it clear that any agreement had to be completely tailored to our Club. Hummel excelled from the start, exhibiting a deep understanding of Sunderland that embraces both our culture and our future. We are excited about the collections planned for this summer and beyond, and we are also finalising new advances in our retail and servicing operations. Our supporters deserve the best, and this agreement reflects that. It is for our people, our club, and our city.”
Neil Burke, CEO of Hummel UK, stated, “We are excited to announce our long-term collaboration with Sunderland AFC. With infinite pleasure, we celebrate our reunion with Sunderland 30 years after the chevrons left the famous uniform. Reaffirming our presence at the heart of English football, our return not only highlights the long-term relevance of our alliance, but also the critical role of the English market in our overall strategy. Sunderland’s ardent supporters are the club’s lifeblood, and it is a pleasure for us to stand by your side once more. We move on together, united in our commitment to excellence and the long-term heritage of Sunderland Association Football Club.”
