Sunderland recently agreed an improved deal with kit partner Hummel
Hummel have outlined their major plans for their partnership with Sunderland, with their UK CEO expressing a hope to work with the club for a decade or more.
In an interview with the i Paper, Neil Burke said the partnership had so far been ‘even bigger’ than they had hoped when returning to the club two seasons ago. Sunderland’s first kit for the 2026/27 campaign is set to be unveiled in June, with a second and third following in July and August.
As Sunderland eye significant growth both within the local region and abroad as a Premier League club, hummel are determined to be a major part of the journey.
“We’ve recently signed the extension but I’d love to go even further than that into the 2030s and beyond,” Burke said.
“Why not? There aren’t many bigger clubs in the country than Sunderland.”
Hummel recently signed an improved deal with Sunderland following their promotion to the Premier League, which is hugely significant for the Black Cats. With the new Squad Cost Ratio rules coming into force in the Premier League this summer, commercial revenues have grown significantly in importance and the new deal will see Sunderland secure improved revenues from the success of hummel’s products. Burke said it was a nod on hummel’s part to the success of the partnership so far and a sign of their commitment to its ongoing success.
“We thank the club for backing us because they would have had other offers but they’ve stuck their neck out and gone for Hummel,” Burke said.
“We felt the partnership could be big but it’s turned out even bigger than either side thought so our financials of what we’re offering have increased. We feel that is justified with how things have gone in the last two years. It’s fair to say commercials are different when you’re in the Championship and Premier League so we felt it was only right to pay that worth back to Sunderland now they’re established in the Premier League.”
In the interview, it was also revealed that hummel would be releasing two ranges of retro products based on kits worn during the previous partnership that ran from 1988-1994, and that the company were particularly excited about next season’s away kit.
The Echo has launched a new WhatsApp SAFC Channel to bring the latest news, analysis and team & injury updates direct to your phone. Simply click this link to join our SAFC WhatsApp channel.
What Sunderland said about hummel extension
The club’s Chief Revenue Officer Scott McCubbin said last month that it was the right time to move the partnership into its next phase.
He said: “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.”
Related Posts
Leave a Comment