Sunderland Extends Hummel Kit Deal

Sunderland AFC has officially announced a new multi-year extension to its kit partnership with Danish sportswear brand Hummel. The deal was originally already valid until 2029 - the deal was renewed that early to give Sunderland more money after their Premier League promotion.

Hummel to Continue Making Sunderland Kits

The original agreement, which began in the summer of 2024, saw Hummel return as Sunderland's kit supplier after a 30-year hiatus, replacing Nike. The initial partnership proved to be highly successful, with the club recording record replica shirt sales across the 2024-25 and 2025-26 seasons.

The new extension features "elevated commercial terms," reflecting Sunderland's increased profile and recent promotion to the Premier League.

Hummel UK Chief Executive Officer Neil Burke expressed his pride in extending the partnership, stating: "The response from fans locally and globally has been exceptional, and the Club’s growth in recent seasons makes this the perfect moment to take the partnership even further."

Sunderland fans can expect the first product range under this new extended agreement to be launched ahead of the 2026-27 season.

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