Sunderland AFC ink Hummel deal

Sunderland AFC have announced a multi-year partnership agreement with Danish sportswear brand Hummel, which will become the Official Technical Kit Partner of the club from July 2024 onwards.

The multi-year deal, reportedly worth multi-million pounds over a five-year period, is one of the biggest deals in the English club’s history. Hummel will provide playing kits and training wear for their men’s, women’s, and academy teams. 

David Bruce, Chief Brand and Commercial Officer, Sunderland AFC, commented:

“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.“