Sunderland AFC and the Danish sportswear brand Hummel have officially announced a new multi-year partnership, marking a comeback of an alliance first established in 1988. Commencing in July 2024, Hummel will take on the role of the club’s new kit partner. This agreement, set to run for an initial five-year term, stands as one of the largest commercial deals in the club’s history. Hummel will produce playing kits and training wear for the club’s Men’s, Women’s, and Academy teams, extending to SAFC supporters.
David Bruce, SAFC’s Chief Brand and Commercial Officer, expressed his enthusiasm: “We are thrilled to welcome Hummel back to Sunderland. […] This partnership, tailored specifically to our club, represents our commitment to delivering the best for our fans, our club, and our city.”
Neil Burke, CEO of Hummel UK, shared the sentiment, stating: “We are delighted to announce our long-term partnership with Sunderland AFC.”
