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.