Sunderland Stadium
Sunderland AFC has recently solidified its partnership with sportswear brand Hummel, securing an improved deal that aims to extend their collaboration well into the future. As Sunderland prepares for significant growth both locally and internationally as a Premier League club, Hummel is committed to being an integral part of this journey. The partnership, which began two seasons ago, has exceeded expectations, prompting both parties to enhance their financial commitments.
Neil Burke, Hummel’s UK CEO, said: “We’ve recently signed the extension but I’d love to go even further than that into the 2030s and beyond. Why not? 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. 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.”
Scott McCubbin, Sunderland’s Chief Revenue Officer, stated: “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.”
The partnership between Sunderland and Hummel has been mutually beneficial, with both parties expressing satisfaction over the progress made since the collaboration began. Hummel’s commitment to the club is evident in their desire to extend the partnership into the 2030s, reflecting their confidence in Sunderland’s growth trajectory. The club’s promotion to the Premier League has significantly increased global demand for its merchandise, further justifying the enhanced financial terms of the new deal. As both Sunderland and Hummel look forward to the next phase of their partnership, fans can expect an exciting new product range for the 2026-27 season, reinforcing the club’s brand presence both on and off the field.
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