Sunderland open new city centre store as Bridges return confirmed after long absence and training kit launch
Sunderland are opening a new official club store at The Bridges in partnership with Fanatics this week
Sunderland have confirmed the opening of a new official club store in The Bridges shopping centre.
The new city centre store, opened in partnership with Fanatics, will complement the club’s existing retail outlet at the Stadium of Light and give supporters another dedicated destination for official Sunderland merchandise.
The store will open at 9am on Friday, June 12, with a special launch event planned for supporters. Mascots Samson and Delilah will be there to meet fans, while the first customer through the door will receive an exclusive gift. There will also be giveaways and a Spin-to-Win Wheel, with hospitality tickets and signed shirts among the prizes available.
The opening marks Sunderland’s return to The Bridges after a long absence. Although there have been pop-up club stalls in recent years, there has not been a dedicated club shop in the city centre since the concession inside Debenhams closed many years ago. A sign went up on the former Fashion Bible unit, opposite Next, last month, confirming the club’s return to the shopping centre. The new store comes at a time of huge momentum for Sunderland following the club’s sensational return to European competition.
The Black Cats secured a seventh-placed Premier League finish and a place in next season’s Europa League after a dramatic 2-1 victory over Chelsea at the Stadium of Light. It will be Sunderland’s first European campaign in more than 50 years. The breakthrough is expected to bring significant benefits beyond the pitch, with extra home games, increased footfall and a wider economic boost for the city.
Friday will also mark the launch of Sunderland’s new 2026-27 training wear collection, produced in partnership with Hummel and available in-store from 9am. The club say it will be the first of several new product ranges arriving this summer, with the home, away and third kits to follow over the coming months.
Sunderland have also teased that the away kit will have “a very special American connection”, with the Black Cats preparing for a pre-season tour of the United States later this summer. The Bridges store has been designed with a broader gifting range alongside the core kit offer, while the Stadium of Light outlet will remain the club’s flagship retail destination. The new club shop will also create jobs, with an assistant manager role previously advertised ahead of the opening.
Terry Stephenson, head of marketing at Sunderland AFC, said: “This is about being where our supporters are. It's great to have the club back in the city centre, and The Bridges is exactly the right home for our new store. “Working with Fanatics, we now have two stores our fans can be proud of, and with the feel-good factor from the end of last season still alive and kicking, there's never been a better time to open our doors.”
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Pamela Morrow, director of retail stores at Fanatics, added: “We're excited to be opening a new official store in The Bridges, giving supporters an additional destination for official club merchandise in the heart of the city. Sunderland fans are incredibly passionate and deserve the best, and we're committed to continuing to enhance their retail experience, both at this new store and at the Club Store at the Stadium of Light. We look forward to welcoming them through the doors.”
Darene Eve, centre director at The Bridges, said: “The arrival of the official SAFC store is a fantastic addition to The Bridges and is highly anticipated by fans who are still celebrating the team qualifying for Europe. Sunderland AFC supporters are incredibly passionate, and we're delighted to bring them a new store ahead of the new season.”