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

Sunderland are set to unveil their 2026/27 away kit on Friday after striking a multi-year collaboration with Elvis Presley. The tie-in has been teased since the final day of last season and was confirmed by a club post earlier this month.

According to Sunderland Echo, the Black Cats have long associated with the song Can't Help Falling in Love. That connection has deepened 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, big-screen teasers at the Stadium of Light hinted at an Elvis trademark and image-rights tie-up, later confirmed by the club.

Exact details remain limited. The club announced the deal with the caption "Some things are meant to be", then reused the line to trail a Hummel-made away strip to be released on Friday, 26 June.

Marketing colourways suggest the kit will be pink and black. A recent teaser shows a spotlit musician stepping onto a stage wearing what appears to be a predominantly pink shirt with black accents.

Sunderland will also have a new front-of-shirt sponsor this season because updated Premier League rules end prominent betting logos. Last season’s partner W88 will be replaced by an as yet unannounced brand. The league said clubs have collectively agreed to remove gambling sponsors from shirt fronts, the first UK sports league to do so voluntarily, following consultation with the Department for Culture, Media and Sport, with the transition completing at the end of 2025/26 as it develops a new code.

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

Source: Sunderland Echo