Wales Football inks new deal with Levy

The Football Association of Wales (FAW) has announced a new long-term deal with Levy Merchandising and its sportswear brand SUDU, who join as the Official Retail Partner and Technical Kit Supplier for the Welsh national teams including the men’s team, women’s team, U21, U19, U27 and the U15 teams. The deal will see Levy Merchandising get the exclusive rights to design, manufacture and supply all technical products for the FAW through SUDU. Levy Merchandising will also commit ‘an annual six-figure contribution across the life of the agreement to grassroots projects across Wales’ with the goal to support the physical and mental wellbeing of children and youth through community initiatives. 

Noel Mooney, Chief Executive Officer of the FAW, commented,

“This partnership represents a landmark moment for the FAW. It is the most valuable kit agreement in our history and reflects the progress Welsh football has made both on and off the pitch. From the very beginning, we’ve built a trusted relationship with SUDU. They have taken the time to understand who we are as an organisation, what Cymru means to our supporters and the important role football plays within Welsh culture. That understanding is reflected not only in the design of our new home kit, but in the ambition we’ve developed together for the future. Importantly, this partnership is about much more than supplying our national teams. It supports the wider work of the FAW, helping us invest across every area of Welsh football while ensuring the benefits of our commercial success are felt throughout the game.”

Vinny Clark, Chief Executive Officer of Levy Merchandising, said,

“This is a landmark moment for Levy Merchandising and the SUDU brand. We feel incredibly privileged to have the honour of kitting out the men’s, women’s and youth teams across several tournament cycles in addition to better serving Welsh fans through a broader and enhanced retail offering. Fans deserve a bespoke and considered product assortment that is available at key moments, and we are here to deliver that. Our team are acutely aware of the tremendous responsibility that comes with representing a nation and our commitment is to put the needs of the Association, its players and its fans above all else. For a year, we have been gaining an intimate knowledge of Welsh football culture and heritage, absorbing and learning from our colleagues at the FAW to create products that fans can be proud of. We have also been working closely with Craig, Rhian and player groups from the men’s and women’s teams to ensure the optimal technical performance of our range. Our work will also extend into local communities across the country, delivering meaningful projects where they matter most. Showing up counts – and this is a commitment to Wales that goes well beyond the product we make. We know that more recognisable brands exist, but our promise is that we will offer product, service, delivery and community outreach to a level that no other brand is able to.”