Sunderland Extend Hummel Partnership in Multi-Year Deal

Sunderland AFC have announced a new multi-year extension of their partnership with hummel.

The renewed agreement strengthens Sunderland’s role as a flagship partner within hummel’s global portfolio and builds on a collaboration that has resonated strongly with supporters on Wearside and beyond.

The extension includes improved commercial terms, reflecting both the success of the partnership so far and hummel’s continued commitment to the club.

Looking ahead, the next phase of the partnership will focus on celebrating the club’s identity and the heritage of the city, alongside expanding into new global markets through innovative collaborations.

Chief Revenue Officer Scott McCubbin 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.

“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 added: “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 CEO Neil Burke said: “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.”