Sunderland set to unveil Elvis Presley collaboration away kit amid front of shirt sponsor rule change | OneFootball

Sunderland are set to unveil their 2026/27 away kit after striking a multi-year collaboration with Elvis Presley. According to Sunderland Echo, the partnership involves trademark and image rights linked to the music icon.

The Black Cats’ bond with “Can't Help Falling in Love” stretches back decades and has grown during their rise from the EFL to the Europa League under head coach Regis Le Bris. After the European-sealing win over Chelsea on the final day last season, Stadium of Light teasers hinted at the tie-up before the club confirmed it earlier this month.

Specifics remain limited, but the club echoed a lyric from the song in its announcement alongside the kit date. The Hummel-manufactured strip is due on Friday 26 June. Marketing suggests a pink and black palette, and a recent teaser showed a spotlit musician wearing a mainly pink shirt with black accents.

Sunderland will also change front of shirt sponsor, with new Premier League rules from next term preventing betting brands from appearing so prominently. W88 featured last season, and an alternative has yet to be announced. The league’s move was agreed in 2023 and takes effect at the end of the 2025/26 season following government consultation, with work ongoing on a responsible sponsorship code.

Gambling brands can still appear on sleeves and perimeter advertising. Aston Villa, Bournemouth, Brentford, Crystal Palace, Everton, Fulham and Nottingham Forest are among the clubs also affected. It is not yet clear when Sunderland will reveal their new sponsor, or whether Friday’s launch will feature blank shirts.

Source: Sunderland Echo