Sunderland AFC today announced a new partnership with Hummel, marking a return to their iconic collaboration between 1988 and 1994 - check out the full Sunderland Kit History on Football Kit Archive.
Starting July 2024, Hummel will be the Club’s Technical Kit Partner in a multi-million-pound deal spanning five years. This agreement stands as one of the club’s largest commercial deals.
The Sunderland 24-25 Hummel kits already got leaked, revealing classy designs inspired by Hummel's first stint with the club.
LEAKED: Sunderland to Leave Nike + Hummel 24-25 Home & Away Kits
SAFC’s Chief Brand and Commercial Officer David Bruce said: “We have been working on this agreement throughout the season and we are delighted to welcome Hummel back to Sunderland. Although multiple global brands expressed an interest in SAFC, our ownership group made it clear that any agreement had to be fully bespoke and custom to our Club.”
CEO Hummel UK, Neil Burke: "We are thrilled to announce our long-term partnership with Sunderland AFC. With boundless excitement, we embrace our reunion with Sunderland 30 years after the chevrons left the iconic kit. Reaffirming our presence in the heart of English football, our return not only underscores the enduring significance of our partnership but also highlights the pivotal role of the English market in our global strategy.”
Do you like to see Hummel team up with Sunderland again after 30 years? Comment below.