Sunderland AFC have announced a new multi-year agreement with Shuffle, naming the centralized crypto...
Sunderland AFC have announced a new multi-year agreement with Shuffle, naming the centralized crypto casino and sports betting platform as the club's Official Sleeve Partner. The Shuffle branding will make its on-pitch debut on the first-team kits starting this weekend.
The deal replaces LiveScore Bet, who served as Sunderland's sleeve sponsor during the 25-26 season. While Premier League regulations prohibit front-of-shirt gambling sponsorships starting in the 26-27 campaign, betting and casino brands remain permitted to feature on shirt sleeves.
Shuffle's logo will be displayed on the sleeve of Sunderland's kits throughout the multi-year partnership, providing global visibility for the platform as the Black Cats continue to overhaul their commercial lineup.
Due to the ban on front-of-shirt gambling sponsors coming into effect for the 2026/27 season, W88 was unable to continue its partnership with Sunderland, while their Live Score Bet sleeve deal was not renewed.
Ahead of the new season, three Premier League clubs were still searching for front-of-shirt sponsors: Chelsea, Nottingham Forest, and Sunderland. However, Nottingham secured a deal with Marex just in time, while The Blues announced Circle Internet Group right after Gameweek 1 - leaving the Black Cats as the only side yet to find a replacement.
Sunderland AFC and Hummel have officially unveiled the club's new 26-27 third kit, drawing inspirati...
Sunderland AFC and Hummel have officially unveiled the club's new 26-27 third kit, drawing inspiration from the city's rich history of glassmaking. The new design boasts a deep blue base covered in a repeating tonal stained-glass graphic pattern, which incorporates the classic football emblem from Sunderland's iconic ship badge.
Elevating the shirt's look are metallic copper accents used for the retro Sunderland crest on the chest and the Hummel branding on the shoulders. The outer back neck area features the inscription "Glass Making Since The 7th Century" in matching copper text, paying homage to Monkwearmouth's historic St Peter's Church and the roots of local craftsmanship.
The Sunderland 26-27 third kit is accompanied by a broader capsule collection, including a matching varsity jacket and pre-match warm-up range, with official availability starting August 14, 2026.
Sunderland AFC are in talks over a potential main shirt sponsorship agreement with Visit Ghana for the 26-27 season. The proposed deal would see the national tourism brand featured on the front of the Black Cats' kits.
The discussions were highlighted following a meeting involving the Speaker of the Parliament of Ghana, Alban Sumana Kingsford Bagbin, alongside Sunderland representatives.
Following the official release of the Sunderland 26-27 home kit by Hummel, supporters and shirt coll...
Following the official release of the Sunderland 26-27 home kit by Hummel, supporters and shirt collectors receiving their retail jerseys have highlighted a noticeable pattern alignment issue. Designed as a tribute to the club's historic 1937 FA Cup-winning side, the home shirt pairs traditional red and white vertical stripes with a classic buttoned collar and a retro shield crest. However, close-up photos of physical retail shirts reveal severe stripe misalignment along the upper chest and shoulder seams.
As highlighted by kit content creator @Kitkingdom83 on social media, the vertical stripes on the front body do not align smoothly with the sleeve panels. On both sides of the upper torso, the red body stripes abruptly meet contrasting white panels or cut off diagonally across the raglan seam, creating an awkward visual break right above the Hummel logo and club badge. Fans online quickly agreed with the criticism, pointing out that better pattern matching should be expected for a flagship kit release.
Raglan sleeve construction frequently poses pattern-matching challenges for manufacturers, especially when dealing with traditional vertical stripes. While the overall design concept and historical touches of the Sunderland 26-27 home kit have been well-received, the visible alignment flaws on retail versions raise quality control concerns for Hummel as the club prepares for the upcoming campaign.
Sunderland AFC and Hummel have officially unveiled the club's new home kit for the 26-27 season. Dra...
Sunderland AFC and Hummel have officially unveiled the club's new home kit for the 26-27 season. Drawing heavy inspiration from the club's legendary 1936-37 FA Cup-winning side, the kit blends traditional Sunderland heritage with vintage design flourishes to honor one of the defining moments in the club's history.
The 26-27 home jersey features Sunderland's iconic red and white vertical stripes, complimented by a classic white polo collar and a neat buttoned placket. Within the white stripes, Hummel has integrated a subtle tonal jacquard pattern inspired by the ornate filigree engravings on the FA Cup trophy.
Key heritage details appear throughout the shirt. On the chest, the modern Sunderland crest is housed within an era-inspired shield surround. The outer back of the neck features a special red emblem showcasing the city crest worn in 1937 alongside a 1936-37 inscription, while the inside collar lists the names of the starting eleven players from that historic Wembley victory.
The new home shirt is launched without a main front-of-shirt sponsor, offering a ultra-clean aesthetic for supporters. The full kit is available online and in physical store locations starting July 29.
