Sunderland AFC and hummel have agreed a new multi-year extension to their kit partnership, continuing a collaboration that began in 2024.
The renewed agreement keeps hummel as Sunderland’s official kit supplier and maintains the club’s position as a key partner within the Danish brand’s global football portfolio. Since returning to the club, hummel has produced Sunderland football shirts, training wear and retro lifestyle releases.
The partnership has also delivered strong commercial results, with Sunderland confirming record replica shirt sales across the 2024-25 and 2025-26 seasons. The extended deal includes improved commercial terms and supports the next phase of the club’s technical wear, match kit and lifestyle product output.
Future Sunderland AFC kits by hummel are expected to continue referencing the club and city’s heritage, while also supporting wider international growth through new product launches and global collaborations.
The announcement follows continued demand for Sunderland shirts and related hummel football apparel, with new 26/27 home, away and third kit releases set to be unveiled this summer.
Chief Revenue Officer, Scott McCubbin: “We are delighted to continue our partnership with Hummel, having delivered significant value for our fans and for the business during the initial years of our engagement. Our promotion to the Premier League, the subsequent increase in global demand, and our shared appetite to continue producing high-quality, iconic technical products for our players and our supporters meant this felt like the right time to move our partnership into the next phase. We are grateful to the entire Hummel organisation for their fantastic partnership to date, and we look forward to kicking off this extended relationship with an exciting 2026-27 product range.”
Chief Business Officer, David Bruce: “When we first partnered with hummel, it was clear from day one that they understood Sunderland – our culture, our people, and our ambition for the future. That was incredibly important to us as a Club, and it has been consistently delivered throughout this partnership. Together, we’ve created products that truly resonate with our supporters, and the results speak for themselves. This extension reflects the strength of that relationship and a shared commitment to continue raising the bar for supporters, regionally and globally.”
hummel UK Chief Executive Officer, Neil Burke: “Extending our partnership with Sunderland AFC is a source of great pride for everyone at hummel. From the very beginning, this collaboration has been built on a shared understanding of the Club’s rich heritage and a mutual ambition to create something truly distinctive – both on and off the pitch. Together, we’ve delivered products that not only perform at the highest level but also connect emotionally with supporters and celebrate the identity of Sunderland. 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. We’re incredibly excited about what lies ahead, as we continue to honour the Club’s traditions while pushing creative boundaries through innovative design and global collaborations."
