Sunderland to launch away kit without sponsor, fans can add later | OneFootball

Sunderland will launch their 2026/27 away kit on Friday morning without a front-of-shirt sponsor. Talks over a new principal partner continue, with the one-year W88 agreement now ending.

"We're recognising that this is a business that needs to grow revenue," interim CEO Tom Burwell told Sunderland Echo earlier this year. "I would imagine that we'll be one of the only clubs in that space that will see certainly the level of growth that we're expecting."

The Elvis Kit will be sold without front-of-shirt branding throughout the 2026/27 season. Supporters will be able to add the new partner at official club stores once it is announced.

Sunderland could only sign a one-year deal with W88 last summer because a new Premier League rule, in place for 2026/27, prevents clubs from carrying gambling sponsors on the front of shirts. A new sponsor is expected to be confirmed before the campaign begins.

"The reality is you can't run an entire process, you can't go to market, you can't do all the things that you would do in running an official process."

Source: Sunderland Echo