Sunderland to launch away kit without sponsor as club outline fan options | OneFootball

Sunderland will unveil their 2026/27 away kit on Friday morning without a front-of-shirt sponsor, as talks over a new principal partner continue.

The one-year deal with Asian gambling firm W88 is set to expire, and last summer Sunderland could only agree a single season due to a Premier League rule taking effect for 2026/27 that bars front-of-shirt gambling sponsors.

"The Elvis Kit launches without front-of-shirt branding and will be sold at retail without front-of-shirt branding for the duration of the 2026-27 season. Fans will, however, have the option to print our front-of-shirt Partner at Official Club store locations, once the Clubs new Partner is announced."

Sunderland are expected to confirm a new partner before the campaign.

“So that sits for Scott and I, my background is obviously pretty commercial,” said interim CEO Tom Burwell.

He told Sunderland Echo earlier this year.

“Mike [Papadimitriou], our chief financial officer, is an overtly commercial CFO. We're recognising that this is a business that needs to grow revenue."

“I think there's a strong chance that a large number of the teams this year across their on-kit asset, be it training wear, sleeve and front of shirt for next season will go backwards in their commercial programme while we will go forwards."

“The reality is that when Tommy Watson scored that goal at Wembley, we had eight to ten weeks to build a commercial programme that was fit for purpose and so the deal that we did on our front of shirt was a discount, last-minute deal.”

Source: Sunderland Echo