Sunderland set to unveil Elvis Presley collaboration away kit amid front-of-shirt sponsor rule change | OneFootball

Sunderland are set to unveil their new Hummel away kit for 2026/27 on Friday, after agreeing a multi-year collaboration linked to Elvis Presley.

According to Sunderland Echo, the Black Cats' long-standing anthem "Can't Help Falling in Love" has gained fresh resonance during their surge from the EFL to the Europa League under head coach Regis Le Bris. After the final-day win over Chelsea that sealed European football, teasers at the Stadium of Light pointed to use of Elvis trademark and image, and the club later confirmed a deal.

The initial post used a line from the song and the same wording has trailed the release on Friday, 26 June. Marketing materials indicate pink and black, and a recent video shows a spotlit musician walking on stage, appearing to wear a mainly pink shirt with black accents.

Sunderland will also carry a new front-of-shirt sponsor this season, as Premier League rules remove gambling brands from that position. The league previously said the voluntary change would begin after 2025/26 to help clubs transition, following consultation with the Department for Culture, Media and Sport, and it is developing a responsible sponsorship code.

Gambling companies can still appear elsewhere, including on sleeves and advertising hoardings. Several clubs, among them Aston Villa, Bournemouth, Brentford, Crystal Palace, Everton, Fulham and Nottingham Forest, are affected. It remains unclear when Sunderland will confirm their new sponsor, or whether Friday’s reveal will feature blank shirts.

Source: Sunderland Echo