Sunderland confirmed that a new kit agreement has been signed.
Sunderland have confirmed that Hummel will become the club’s new kit partner in July of this year.
The announcement has been highly anticipated since the club stated that they will be seeking a new contract following their relationship with Nike and the Just Sport organization. Sunderland and Hummel have committed to a five-year relationship, which the club describes as a multimillion-pound pact and one of their largest commercial partnerships in history.
Hummel designed some of the club’s most iconic outfits during their previous term as supplier, including the FA Cup final kit in 1992, so supporters are likely to be overjoyed with the decision.
Sunderland’s Chief Brand and Commercial Officer, David Bruce, stated that the partnership will be ‘totally customized’ to the club.
“We have been working on this agreement throughout the season and we are delighted to welcome hummel back to Sunderland,” Bruce stated in a statement.
“Although several big companies expressed interest in SAFC, our ownership group made it clear that any agreement had to be completely tailored to our club. Hummel excelled from the start, exhibiting a deep understanding of Sunderland that embraces both our culture and our future. We are excited about the collections planned for this summer and beyond, and we are also finalizing new advances in our retail and servicing operations. Our supporters deserve the best, and this agreement reflects that. It is for our people, our club, and our city.”
Neil Burke, CEO of Hummel UK, said: “We are delighted to announce our long-term collaboration with Sunderland AFC. With infinite pleasure, we celebrate our reunion with Sunderland 30 years after the chevrons left the famous uniform. Reaffirming our presence at the heart of English football, our return not only highlights the long-term relevance of our alliance, but also the critical role of the English market in our overall strategy.
“To Sunderland’s ardent supporters, you are the heartbeat of this club, and it is an honor to stand by your side once more. We move on together, united in our commitment to excellence and the long-term heritage of Sunderland Association Football Club.”
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