Sunderland AFC have unveiled their 2026-2027 away kit in collaboration with the Elvis Presley Estate and official kit manufacturer hummel. The jersey is part of a multi-year partnership and has been available through the club’s official stores and online platforms since June 26.
The pink-and-black design pays tribute to Elvis Presley’s early career while incorporating elements of Sunderland’s identity. Inspired by 1950s fashion, the shirt also features references to “Can’t Help Falling in Love,” the song that has served as Sunderland supporters’ matchday anthem since the late 1970s.
The kit is being launched without a front-of-shirt sponsor, allowing fans to add the club’s new sponsor once it is officially announced. The shirt is priced at £70 for adults and £55 for junior versions.
The launch coincides with Sunderland’s return to European competition for the first time in more than five decades. As part of the collaboration, the jersey will also be sold internationally, including at Graceland in the United States and during the club’s pre-season tour across several U.S. cities.
In addition to the match shirt, the partnership includes a wider apparel collection featuring training and lifestyle products inspired by the same collaboration.
Sunderland Chief Commercial Officer Scott McCubbin said the relationship between the club and Elvis Presley is unique in football, noting that “Can’t Help Falling in Love” has echoed around the Stadium of Light for nearly 50 years and perfectly represents the bond between the club and its supporters.
Hummel CEO Lars Stentebjerg added that no Premier League club had previously partnered with the Elvis Presley Estate, making Sunderland and hummel the first to do so. He said the long-standing connection between the club’s fans and the iconic song made the collaboration authentic and meaningful.