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.
