Sunderland to unveil Elvis Presley collaboration away kit as front-of-shirt sponsor rules change | OneFootball

Sunderland will unveil their 2026/27 away kit on Friday after striking a multi-year collaboration with Elvis Presley.

According to Sunderland Echo, the club’s bond with "Can't Help Falling in Love" has deepened during their ascent from the EFL to the Europa League under Regis Le Bris. Teasers shown after the European-clinching win over Chelsea on the final day hinted at a partnership using Elvis trademarks and image rights, later confirmed by a club post this month.

Details remain limited. The announcement carried the caption "Some things are meant to be". Marketing colourways and a video of a spotlit musician suggest a Hummel-made design in pink with black accents.

Sunderland will also have a new front-of-shirt sponsor this season, with Premier League rules from 2026/27 barring betting firms in that position. The Black Cats will replace last season’s partner W88, with the alternative yet to be announced.

The change follows consultation with the Department for Culture, Media and Sport and is intended to reduce gambling advertising, with the withdrawal from shirt fronts applying from the end of the 2025/26 season.

Gambling brands may still appear on sleeves and perimeter boards. Along with Sunderland, Aston Villa, Bournemouth, Brentford, Crystal Palace, Everton, Fulham and Nottingham Forest are set to be affected. It is not yet clear when Sunderland will reveal their new sponsor, or whether the away-kit launch will feature blank shirts.

Source: Sunderland Echo