The truth behind Sunderland's sponsorless home shirt claims after online rumours swirl
The Echo can reveal Sunderland will have a shirt sponsor despite claims the new home kit would remain blank
The Echo can reveal that Sunderland will have a front-of-shirt sponsor during the 2026-27 season, despite rumours online suggesting the club’s new home shirt would remain sponsorless throughout the campaign.
Sunderland unveiled their latest Hummel home kit on Tuesday without any commercial branding across the front. The clean design was warmly received by supporters, but its presentation also prompted speculation that the Black Cats could play the entire season without a main shirt partner. That will not be the case, however. The identity of the new sponsor has not yet been confirmed, but Sunderland have already indicated that a new commercial partner will be announced in due course.
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The club initially hinted at the arrangement during the launch of their away kit, confirming that supporters who purchase shirts before the announcement will later have the option to have the sponsor added. Further information on how that process will work is expected once the partnership has been formally unveiled.
Sunderland’s decision to launch the kits without branding appears to be a consequence of the timing of the agreement rather than a plan to remain sponsorless. The date of the announcement remains unclear, while the company involved has not yet emerged.
The new deal comes ahead of a significant campaign for Sunderland, who will compete in both the Premier League and Europa League. Increasing commercial income will remain an important part of the club’s wider growth plans as Florent Ghisolfi and Régis Le Bris prepare the squad for the additional demands of European football.