Two years ago, Hummel promised to deliver the Rolls Royce treatment after agreeing the biggest kit deal in Sunderland’s history.
Despite record sales and critical acclaim, they are not in the mood for a victory lap.
Instead a recently inked long-term extension to the original five-year deal, which represents a significant uplift for the Black Cats to reflect their Premier League status, appears to have focused minds at the Danish kit manufacturer.
“When we first started talking to Sunderland I felt there was something special there but it’s turned out to be even bigger than we could imagine,” Hummel UK chief executive Neil Burke tells The i Paper.
Part of that is local sales, which have increased year-on-year but “are yet to reach their ceiling”.
But an equal amount is what Burke calls “the connection”, fans queuing round the block for replica kits and responding to a firm that has committed to “100 per cent bespoke designs” for the club every season.
Globally, Sunderland shirt sales have also spiked since a return to the English top flight.
There is now a roaring trade in Mexico for example, while Burke says there has been a brisk take-up among shirt collectors.
He says he wants to “carry on the momentum” with next season’s strips.
The first kit to launch is slated for a June release while the others will follow in July and August.
Hummel are planning activations to coincide with the club’s US tour, all part of Sunderland’s desire to grow their global brand.
While the home kit will always be red and white, Hummel will “play around” with patterns and shirt collars to give the kit a point of difference.
Burke flags the away kit as “one we’re really, really excited about”.
The bold design will be eye-catching but also has a story behind it that he believes supporters will instantly connect with.
Hummel are also planning two “retro drops” that will be a play on the period between 1988 and 1994 when Sunderland previously played in the brand’s famous chevrons.
While speculating on designs and leaks is part of the supporter experience, kits actually matter for the club.
Under the Premier League’s new financial rules, Sunderland’s spending will be capped according to revenue – so Hummel committing more money to the partnership is significant.
“We thank the club for backing us because they would have had other offers but they’ve stuck their neck out and gone for Hummel,” Burke says.
“We felt the partnership could be big but it’s turned out even bigger than either side thought so our financials of what we’re offering have increased. We feel that is justified with how things have gone in the last two years.
“It’s fair to say commercials are different when you’re in the Championship and Premier League so we felt it was only right to pay that worth back to Sunderland now they’re established in the Premier League.”
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Long-term the aspiration at Hummel – who recently signed Bournemouth to their stable of clubs – is to become part of Sunderland’s “brand”, perhaps even into the late 2030s or even 2040s.
“We’ve recently signed the extension but I’d love to go even further than that into the 2030s and beyond,” Burke says.
“Why not? There aren’t many bigger clubs in the country than Sunderland.”
