Sunderland extend hummel partnership with improved commercial terms and record kit sales | OneFootball

Sunderland have extended their partnership with hummel, strengthening the brand’s role as official kit partner and delivering improved commercial terms as the club enters the next phase of its Premier League era.

The club said in a statement that the renewed deal confirms Sunderland as a flagship partner within hummel’s global portfolio and shifts focus to a new phase that will put the club and the city’s heritage at its heart, alongside global collaborations, amid rising demand from new markets.

Hummel’s return has been hugely popular with supporters, with Sunderland reporting record kit sales across the last two seasons.

The extension follows a significant evolution of the relationship and underlines hummel’s commitment to Sunderland and the shared success achieved so far.

It is seen as a boost ahead of new SCR rules arriving this summer, with the club targeting wider growth in commercial revenues.

Source: Sunderland Echo