Why Sunderland’s new away shirt launches without a sponsor and what the club told fans | OneFootball

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

The club said in a statement that the Elvis Kit will launch and be sold at retail without front-of-shirt branding for the entire 2026/27 season, but supporters will have the option to add the partner logo at official club stores once it is announced.

Their one-year agreement with Asian gambling firm W88 is expiring. Sunderland could only strike a single-season deal last summer because a new Premier League rule, taking effect for 2026/27, prevents front-of-shirt gambling sponsors.

A new sponsor is expected to be confirmed before the campaign begins.

Interim chief executive Tom Burwell and chief commercial officer Scott McCubbin have been leading the search.

Source: Sunderland Echo