Sunderland to unveil Elvis Presley collaboration away kit as front-of-shirt sponsor rules shift | OneFootball

Sunderland will unveil their 2026/27 away kit on Friday 26 June after agreeing a multi-year Elvis Presley collaboration. The Hummel-manufactured strip has been trailed in recent weeks.

According to Sunderland Echo, the club confirmed the partnership earlier this month, having teased it at the Stadium of Light as fans celebrated a European-clinching win over Chelsea on the final day last season. The song "Can't Help Falling in Love" has been a terrace staple for decades.

The track has taken on fresh resonance during their rise from the EFL to the Europa League under head coach Regis Le Bris. Recent marketing reused a familiar lyric while announcing the release date.

Based on the colour palette in promotional materials, the expectation is a pink and black design. A video teaser this week showed a spotlit musician stepping on stage in a predominantly pink shirt with black accents.

Sunderland will also change front-of-shirt sponsor for 2026/27, with Premier League rules removing gambling brands from that position from the end of 2025/26. Last season’s partner W88 will therefore be replaced, though it is not yet clear when the new sponsor will be unveiled or whether the reveal will feature blank shirts.

Gambling brands may still appear on sleeves and on advertising hoardings. Aston Villa, Bournemouth, Brentford, Crystal Palace, Everton, Fulham and Nottingham Forest are also affected by the updated rules.

Source: Sunderland Echo