Sunderland to launch Elvis Presley collaboration away kit as sponsor rules change | OneFootball

Sunderland will unveil their 2026/27 away kit on Friday, following confirmation of a multi-year collaboration linked to Elvis Presley.

The Black Cats have long adopted Can’t Help Falling in Love, and it gained extra poignancy during their meteoric rise from the EFL to the Europa League under Regis Le Bris. After the final whistle of their European-sealing victory over Chelsea on the final day of last season, big-screen teasers hinted at use of Elvis trademarks and image rights, and the club later confirmed an agreement.

Exact details remain scarce. The club posted the lyric "Some things are meant to be" and later confirmed the Hummel-made strip’s release. Marketing points to pink and black, and a teaser showed a spotlit musician in a mostly pink shirt with black accents.

Sunderland will also carry a new front-of-shirt sponsor. From next season, Premier League rules remove betting brands from that position, so W88 will be replaced by an as yet unannounced partner. In 2023, clubs collectively agreed to withdraw such sponsorships from shirt fronts at the end of 2025/26 to allow a transition.

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

Source: Sunderland Echo