Sunderland AFC has officially unveiled its new away kit for the 2026/27 season, produced by the club’s official kit partner hummel. The release represents a multi-year collaboration with the Elvis Presley Estate and Authentic Brands Group, making it a first-of-its-kind design collaboration within the Premier League.
The jersey officially launched on June 26, a date chosen to mark the anniversary of Elvis Presley’s final live performance at the Market Square Arena in Indianapolis in 1977, where he closed his last show with the song “Can’t Help Falling in Love”.
The Black Cats will utilize the new strip throughout its 2026/27 competitive campaign across multiple competitions. Sunderland AFC is set to wear the jersey in the English Premier League, EFL Cup, and FA Cup, alongside the club’s European football appearance in 53 years via the UEFA Europa League.
The aesthetic choices for the Sunderland AFC 2026/27 hummel away jersey draw directly from the early history of Presley’s musical career. It features a distinct pink and black colorway inspired by the wardrobe associated with his breakthrough years on the Louisiana Hayride. Furthermore, the fabric contains a subtle embossed pattern utilizing 1950s design motifs, which feature repeated SAFC detailing woven throughout the garment to nod to the era that launched him to global stardom.
Specific cultural details connecting the artist to the football club are embedded directly within the jersey’s construction. Inside the neck tape, the design includes the lyrics ‘Can’t Help Falling in Love With You’ printed alongside the official club crest and Elvis’ personal signature. The track holds significant historical relevance for the fan base, having been regularly sung by supporters as a matchday anthem before kick-off during home and away fixtures since the late 1970s.
The Sunderland x Elvis 2026/27 hummel away kit is scheduled to debut during the club’s preseason tour of the USA and France in July and August. The American portion of the summer itinerary features matches across the United States, with fixtures confirmed in Nashville, New Jersey, and Philadelphia.
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