Sunderland unveil new Europa League range with hidden message fans will love – prices, release date and how to buy
Sunderland’s new Europa League range features supporters’ heartbeats and a special message, with prices and sale dates confirmed
Sunderland have unveiled a new European warm-up range inspired by supporters’ heartbeats as the club prepare to end their 53-year wait for continental football.
The purple and pink collection draws on recordings taken from hundreds of fans inside the Stadium of Light on May 24, when Sunderland secured Europa League qualification on the final day of the Premier League season. A design based on a heartbeat graph runs across the garments, reflecting the moment the club’s European return was confirmed.
The launch comes ahead of Wednesday’s meeting with AZ Alkmaar, Sunderland’s first European fixture since their 1973 Cup Winners’ Cup campaign and the first to be staged at the Stadium of Light. The collection includes a warm-up top, quarter-zip jacket and shower-proof jacket, which players will wear ahead of Europa League matches.
Each item carries a message inside the neck reading: “24 May 2026. European qualification confirmed. One day, someone will ask you what it felt like. Show them this.” The outside neck detail features the words: “The heartbeat of Sunderland AFC.”
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Scott McCubbin, Sunderland’s chief commercial officer, said: “The return of European football is a huge moment for Sunderland AFC and our supporters, and we wanted this range to capture what that feeling means. From the moment qualification was confirmed on 24 May, we knew there was something incredibly powerful in the emotion of that day. The heartbeat concept allows us to take that feeling and carry it into every European night ahead.”
When can Sunderland fans buy the European range?
The warm-up collection will be available to pre-order online from 9am on Tuesday, September 15, with deliveries starting on October 1. It will also be available in-store from October, meaning supporters will have to wait until after the opening Europa League fixture to receive the new range.
Sunderland are also launching a separate black and orange Europa League training collection, featuring T-shirts, shorts, hoodies, vests and other training wear. The range has been worn by the first-team squad during training at the start of the 2026-27 season and will be used for the session preceding each European fixture.
The training collection will be available online and in the Stadium of Light store from 9am on Tuesday, September 15. Sunderland have also confirmed that the official European name and number font will be available shortly, although a release date has not yet been announced.
How much does Sunderland’s Europa League range cost?
Adult warm-up tops are priced at £40, with quarter-zip jackets costing £70 and shower-proof jackets £85. Children’s versions cost £35, £60 and £75 respectively. Prices for the separate training collection start at £35 for adults and £30 for children.