Sunderland continue their legacy through nostalgic kit sponsorship

Sunderland AFC have changed their kit manufacturer, landing Danish sportswear brand Hummel from the beginning of the 2024/25 season, in what was declared to be a multi-year collaboration.

This is following the Danish brand’s partnership with the EFL Championship, where the two company’s agreed upon a technical kit partnership, starting in July 2024. Within the agreement, Hummel will create kits for Women’s and Men’s first teams across the division, also covering youth academy sides.

Sunderland in comparison to many footballing entities around the world have changed kit manufacturers on multiple occasions, Hummel are their 13th overall kit manufacturer, having replaced Nike in which they where the Black Cats provider from 2020 until 2023.

Hummel re-join Sunderland given the two company’s shared a previous collaboration in 1988. Sunderland most notably wore the Hummel sponsored attire at Wembley in a F.A Cup final appearance against Liverpool.

Chief Brand and Commercial Officer of Sunderland AFC, David Bruce, said via press release:

“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.”

CEO of Hummel UK, Neil Burke added via press release:

“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.”

It became public knowledge after Sunderland had taken to their social channels to announce a video package, regarding the remerging of the two entities.

After weeks of using social media with ominous “save the date” teasing posts, the advertisement was finally unveiled on the 12th of April.

A small, olden, white Box television is first visible. It shows contents of Sunderland scoring goals at their former stadium, within their Hummel apparel.

Feelings of nostalgia sure to rush through the minds of Sunderland fans, with the advertisement showcasing a positive area for the club.

“Since we last met”, then features. Throughout this segment of the featurette, all of Sunderland’s triumphs since the 1990’s are showcased. Their championship victory, alongside moments in which are held closely to the hearts of their fans are shown.

The final piece of the advertisement displays the EFL Trophy victory in which is their most recent piece of silverware. Their most promising player, brother of Real-Madrid superstar Jobe Bellingham is seen in a medium-close-up angle of him celebrating with the writing “The Legacy Continues” showcased in full.

An exciting tenure for Black Cats fans given their reestablishment into The Championship. Perhaps some nostalgia from the past can be the difference in spearheading their players back into the top half of the table.

$500,000 dedicated to the improvement of safety across NSW

A list of successful applicants across Football New South Wales are now entitled to a grant courtesy of $500,000 to Local Sport Defibrillator Grant (LSDG).

The sole purpose of LSDG is to provide Automated External Defibrillators (AEDs) to sports clubs across the state in order to combat the growing correlation between sport participation and cardiac arrests incurred by participants.

These devices have the potential to save participants lives within these crucial emergency situations.

Situations in where time is of the essence, the use of a defibrillator can be the difference in saving someone’s life.

Although the situation of a cardiac arrest occurring to be highly unlikely, due to the increased frequency of the medical episode taking place primarily within sport.

The safety of a broader community requires an approach in which it can allow for an equalizer within these tremulous situations.

Impact on Football Across NSW

14 clubs across the state of NSW where listed upon the successful applications, entitling those clubs to receive 3 defibrillators each.

Southern District Soccer Football Association have had quite the substantial contribution targeted towards their region.

4 out of the possible 14 AEDs were provided to a region where football has experienced expansion in growth and participation.

Heartbeat of Football

Heartbeat of Football (HOF) have worked in conjunction with Football NSW, acting as their primary community heart partner since 2022.

Boasting the motto “No one should die playing the sport they love,” HOF are dedicated within the company’s objective of having zero related hearth deaths on a sporting ground.

The efforts of HOF are in unison with the LSDG.

Football NSW Manager Government Relations, Funding, and Infrastructure, Daniel Ristic, said via press release.

“The Local Sport Defibrillator Grant has been a fantastic grant initiate allowing football clubs across NSW to equip themselves with life saving devices that are making a difference at the community level.”

The LSDG grant will continue to provide the required needs necessary in which can ultimately be lifesaving to a new branch of football entities across NSW.

Federal Budget commits $97 million investment for sport programs

The 2024-25 Federal Budget, which was released on Tuesday night, includes more than $97 million over two years to the ASC to extend Sporting Schools, the Local Sporting Champions, and Local Para Champions programs, and participation funding to help more Australians get active.

This two-year extension runs until 30 June 2026 and helps kids of all different sports afford an opportunity to play at a local level if they come from and under privileged background.

Football Australia is a part of the Sporting Schools program, with each state offering participation Officers and local clubs that are ready to implement in-school and after-school programs for students of ages up to Year 8, plus all abilities programs.

Football Australia use this program to link local football clubs with schools to facilitate an ongoing relationship and provide further opportunity for students to continue their football journey outside of school, whether that be MiniRoos Kick Off, MiniRoos Club or Junior Football.

More than 24,000 young Australians will be supported with the Local Sporting Champions (LSC) and Local Para Champions (LSP) grants programs continuing for a further two years.

These are fantastic programs that have supported Australia’s best athletes including many Matildas like Courtney Nevin, Cortnee Vine, Alex Chidiac, Teagan Micah and Clare Hunt.

World Cup veteran’s Caitlin Foord and Ellie Carpenter also rose to success with assistance from the LSC program throughout their junior careers.

Australian Sports Commission CEO Kieren Perkins OAM mentions the importance of this investment to continue critical national sporting programs.

“Once again, I want to thank Minister Wells and the Australian Government for their continued support and investment in Australian sport,” Perkins said in a statement.

“This funding extends critical sport participation programs like the Participation Grant program and Sporting Schools which provides free and fun sporting opportunities to more than two million students each year.

“This follows last week’s announcement of $249.7 million to upgrade the AIS Campus to ensure our athletes have access to the world’s best testing and training facilities, and accommodation ahead of the Brisbane 2032 Olympic and Paralympic Games.”

This is a fantastic initiative that will benefit football amongst other sports and has a history of helping kids of all skill levels play in their respective sport.

The Federal Budget have put in almost $350 to improve sport, mostly around the 2032 Olympic Games but it is great to see some investment in the world game after the huge success of the Women’s World Cup last year.

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