Sunderland & Hummel Extend Partnership

Sunderland AFC has announced a new multi-year extension of its partnership with hummel. 

The renewed agreement reinforces the club’s position as a flagship partner within hummel’s global portfolio and reflects the strength of a collaboration that has captured the imagination of supporters on Wearside and beyond.

The extension follows a significant evolution of the partnership, with elevated commercial terms underlining hummel’s strong commitment to the club and the shared success delivered to date.

Attention now turns to the next phase of the partnership, which will place the club and the City of Sunderland’s heritage at its heart, alongside groundbreaking global collaborations, as the club continues to experience demand from new markets around the world.

Sunderland’s 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 Chief Executive Officer, 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.”