who will be sunderland afc new main kit sponser
Who Will Be Sunderland AFC’s New Main Kit Sponsor?
As of July 2026, Sunderland AFC has not announced a new main (front-of- shirt) kit sponsor to replace or succeed their current deal. The club’s main shirt sponsor for the 2025/26 season remains W88 (on adult shirts), with Utilita featured on junior kits.
Current Kit Partnerships (2025/26 Season)
- Kit Manufacturer: hummel (extended in April 2026 in a new multi-year deal)
- Main Shirt Sponsor (Adult): W88
- Junior Kit Sponsor: Utilita
- Sleeve Sponsor (2024/25): Seriös Group (data partner)
hummel Extension – What It Means
In late April 2026, Sunderland and Danish sportswear brand hummel confirmed a multi-year extension of their kit manufacturing partnership, first re- established in 2024. The club described hummel as a “flagship partner” and highlighted record replica shirt sales in the 2024/25 and 2025/26 seasons.
This extension secures the technical kit side of the deal but does not change the front-of-shirt sponsorship , which remains separately negotiated.
What’s Next for a New Main Sponsor?
There’s no official indication yet that Sunderland are changing their main sponsor for 2026/27. Clubs typically announce new front-of-shirt deals in the late spring or early summer, so if a change is coming, it could be revealed soon.
Potential scenarios include:
- Continuation: W88 could renew for another season.
- New Partner: A different brand (possibly regional or global) could take over as the main sponsor.
- Dual Strategy: The club may keep W88 for adults and expand Utilita or another brand across more merchandise.
Bottom Line (TL;DR)
- No new main kit sponsor has been announced as of July 2026.
- W88 remains the adult shirt sponsor for 2025/26.
- hummel remains the kit manufacturer under a fresh multi-year extension.
- Any change would likely be announced in the coming weeks if planned for 2026/27.
Information gathered from public forums or data available on the internet and portrayed here.