The exciting hummel announcement for Sunderland fans as part of major new club initiatives

Sunderland fans can expect two new hummel ranges later this year to tie in with a major new initiative launched by Chief Business Officer David Bruce.

Bruce announced 'Founders' Week' and 'Heroes' Week', set to run from October 22nd to October 26th and November 6th to November 11th. The former will celebrate Sunderland's proud history around the same time of year it is believed to have been founded in 1879, while the latter will this year celebrate the club's strong link with the armed forces.

The themed weeks were designed to build on the club's existing work in these areas, with Heroes' Week set to lead into the club's traditional Remembrance fixture. The club believe the plans are the first of their kind in English football and believe that it can help create new fans as well as boost the link with their support. Since Bruce first announced the initiatives last week, a number of events and projects have been announced.

Founders' Week will see the return of the Stadium of Light 'Legends Tour' with Jimmy Montgomery, as well as a partnership with Beamish Museum on the day of Oxford United's visit to Wearside. Heroes' Week will see a special talk-in held with the stars of SAS: Who Dares Wins as well as the club's Veterans breakfast club.

There will also be a special drop of two ranges of new hummel products, with Founders' Week set to see the launch of a new retro range. Heroes' Week will include a link-up with the Royal British Legion and other charities which will benefit from any proceeds of an additional range of products. This will include a special warm-up shirt to be worn by the players for Coventry City’s visit.

Speaking last week, Bruce said: "We wanted to create two themed weeks this season to celebrate what makes our city and club so special, and to connect with our communities and fans. Founders' Week will honour our club’s 145-year history, highlighting its significance to people around the world.

“The second week, Heroes' Week, celebrates the deep connection between our region and our armed forces, paying tribute the service men and women who mean so much to Sunderland. Our ambition is to share the club's story with a new generation, whilst forging a close bond and bringing new experiences to our loyal supporters. We hope each year we can build on these ideas and continue to champion the many unique people and qualities that make our club and city unlike any other."