Sunderland extend their partnership with hummel earlier this season
Sunderland fans have been given their first big hint for hummel's kit releases for next season - and it looks like it could be their biggest yet.
In the aftermath of Sunderland's 2-1 win over Chelsea, three points that secured Europa League football in 2026/27, fans who stayed in the ground to celebrate the achievement may have noticed an interesting image on the main scoreboard. On the left was the club crest and on the right was Elvis Presley's iconic trademark, hinting at a collaboration between the club and Presley estate. The text and crest were pink, set across a black background.
Fans also then received an email from the club headed 'Elvis - Episode One'. With the same colour scheme, the text read 'some things are meant to be', a reference to Presley's Can't Help Falling in Love that has become the club's anthem in recent years. 'Arriving this summer' was the final message on the email. 'Wise Men Say' has been the soundtrack to Sunderland's rise back through the divisions to the top half of the Premier League, and looks set to be celebrated in the coming years with a series of kit ranges.
The colour scheme could well be a nod to the pink and black suit that Presley donned in the early stages of his career, as depicted by Austin Butler in Baz Luhrmann's 2022 biopic.
What we already know about hummel's plans for next season
Sunderland and hummel recently agreed an extension to their partnership which secured improved commercial terms for the Black Cats.
In an interview with the i paper, hummel's UK CEO Neil Burke said it was a thanks to the club for their support and the early success of the partnership.
"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.”
Burke said the company wanted to build a partnership with Sunderland for a decade or more. hummel are expected to release two ranges of retro products based on kits worn during the previous partnership that ran from 1988-1994 across next season, with the club's three main kits and ranges expected to drop in June, July and then August.
The company are expected to a strong presence on the club's pre-season tour of the USA as both parties seek to capitalise on the major market there.
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