Sunderland’s kit and retail business were the subject of debate at a recent meeting with supporter representatives.
Sunderland have informed supporters that they will be utilizing a new kit partner starting next season, adding that they can expect improved availability and service as a result.
Since 2020, the Black Cats have worn Nike uniforms and training gear, which is serviced by a local partner. The team announced a long-term extension to that partnership last season, but fans have been widely dissatisfied with the availability of kit during the season.
At a recent meeting between the club and the supporter collective. David Bruce, who was appointed to the club’s off-field operations after leaving the MLS last year, stated that improvements would be unveiled in April and were based on considerable fan feedback.
The meeting minutes read: “DB stated that the Club would have a new technical partner and an improved retail operation beginning with the 2024-25 season. Although the Club is unable to confirm suppliers at this time, they have stressed that it is not Sports Direct and that an announcement is scheduled for April.
“When identifying these solutions, DB noted that the goal was to engage with partners who prioritize Sunderland, provide best-in-class, unique services, and place supporters at the center of their business.
“This includes customized items and ranges, availability, and exceptional service levels. Women will also receive an enhanced offer through a greater choice of products, as will juniors, who will have direct access to adult ranges.
Three times as many units have been ordered as the current season (2023-24). DB noted that these adjustments are the product of prior official and informal engagement meetings with fans, as well as social media listening, and that fans can expect significant improvements in this area very soon.
“DB agreed merchandise must be more widely available, adding that the new retail operation partner is world leading and work is being done to identify suitable outlets.”
Sunderland chairman and main shareholder Kyril Louis-Dreyfus attended the meeting, which also addressed the controversy surrounding Newcastle United’s visit to the Stadium of Light earlier this year.
Louis-Dreyfus concluded the meeting with the following message for the supporter collective: “KLD concluded that although this is a challenging moment and he now better understands the recent frustrations experienced by fans, he has never been more excited about the future, and he hopes to experience many more good moments alongside the Club’s supporters.”
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