Sunderland continue their legacy through nostalgic kit sponsorship

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Image credit: Sunderland AFC

Sunderland AFC have changed their kit manufacturer, landing Danish sportswear brand Hummel from the beginning of the 2024/25 season, in what was declared to be a multi-year collaboration.

This is following the Danish brand’s partnership with the EFL Championship, where the two company’s agreed upon a technical kit partnership, starting in July 2024. Within the agreement, Hummel will create kits for Women’s and Men’s first teams across the division, also covering youth academy sides.

Sunderland in comparison to many footballing entities around the world have changed kit manufacturers on multiple occasions, Hummel are their 13th overall kit manufacturer, having replaced Nike in which they where the Black Cats provider from 2020 until 2023.

Hummel re-join Sunderland given the two company’s shared a previous collaboration in 1988. Sunderland most notably wore the Hummel sponsored attire at Wembley in a F.A Cup final appearance against Liverpool.

Chief Brand and Commercial Officer of Sunderland AFC, David Bruce, said via press release:

“We have been working on this agreement throughout the season and we are delighted to welcome Hummel back to Sunderland. Although multiple global brands expressed an interest in SAFC, our ownership group made it clear that any agreement had to be fully bespoke and custom to our Club. Hummel shone through from day one, demonstrating an understanding of Sunderland that fully embraces our culture and our future.”

CEO of Hummel UK, Neil Burke added via press release:

“We are thrilled to announce our long-term partnership with Sunderland AFC. With boundless excitement, we embrace our reunion with Sunderland 30 years after the chevrons left the iconic kit. Reaffirming our presence in the heart of English football, our return not only underscores the enduring significance of our partnership but also highlights the pivotal role of the English market in our global strategy. To the passionate supporters of Sunderland, you are the lifeblood of this club, and it is our honour to stand by your side once more.”

It became public knowledge after Sunderland had taken to their social channels to announce a video package, regarding the remerging of the two entities.

After weeks of using social media with ominous “save the date” teasing posts, the advertisement was finally unveiled on the 12th of April.

A small, olden, white Box television is first visible. It shows contents of Sunderland scoring goals at their former stadium, within their Hummel apparel.

Feelings of nostalgia sure to rush through the minds of Sunderland fans, with the advertisement showcasing a positive area for the club.

“Since we last met”, then features. Throughout this segment of the featurette, all of Sunderland’s triumphs since the 1990’s are showcased. Their championship victory, alongside moments in which are held closely to the hearts of their fans are shown.

The final piece of the advertisement displays the EFL Trophy victory in which is their most recent piece of silverware. Their most promising player, brother of Real-Madrid superstar Jobe Bellingham is seen in a medium-close-up angle of him celebrating with the writing “The Legacy Continues” showcased in full.

An exciting tenure for Black Cats fans given their reestablishment into The Championship. Perhaps some nostalgia from the past can be the difference in spearheading their players back into the top half of the table.

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Victory unites with Roasting Warehouse in culture-led partnership

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Image credit: Melbourne Victory

The Melbourne-based anf family-owned business will join the Victory family, uniting two institutions which represent the city’s culture and identity.

A partnership with local roots

As the newest partner of Melbourne Victory, Roasting Warehouse joins forces with a vital part of the city’s sporting landscape.

The club’s Managing Director, Caroline Carnegie, outlined why the partnership bears so much value to both parties.

“We are excited to collaborate with Roasting Warehouse, a community-oriented destination for high-quality coffee, proud of its foundations in Melbourne,” said Carnegie via official media release.

“Football and coffee sit at the epicentre of Melbourne’s culture. The two go hand-in-hand, consistently at the centre of the conversation that stirs Melburnians, which is no different to the conversation sport and Melbourne Victory stir in the State.”

Indeed, this is a partnership which combines the identity, passions and culture of an entire city, therefore giving it the foundations required for long-term, mutual success.

Representing the best of Melbourne

Both Victory and Roasting Warehouse are hugely successful in their respective industries. They are institutions with community-oriented philosphies, who pride themselves on craft and quality.

“We’re incredibly proud to partner with Melbourne Victory, a club that represents the heart, passion, and ambition of Melbourne,” revealed Roasting Warehouse Head of Brand, Alexander Paraskevopoulos.

“As a Melbourne-founded, family-run business, supporting a team that means so much to the local community feels very natural for us.”

Furthermore, through their high-quality blends, Roasting Warehouse will look to prepare Victory’s players and staff for high performances on the pitch as the seasons nears completion.

But this is about far more than just fueling athletes.

This is a partnership which embodies and unites two of Melbourne’s greatest strengths and cultural markers – a connection forged from the city’s very own DNA.

 

For more information about Roasting Warehouse, click here.

Marie-Louise Eta makes history as new Union Berlin head coach

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Image credit: FC Union Berlin

In an historic appointment, Eta will take over as head coach of Union Berlin until the end of the season.

History in the making

Previously the first female assistant coach in Bundesliga history with Union Berlin, Eta will now take the reigns of the men’s first team on an interim basis.

Currently, the club sit in 11th place in the Bundesliga table, but with only two wins so far in 2026, relegation appears an all-too-real prospect, and one which the club is desperate to avoid.

“Given the points gap in the lower half of the table, our place in the Bundesliga is not yet secure,” said Eta via official media release.

‘I am delighted that the club has entrusted me with this challenging task. One of Union’s strengths has always been, and remains, the ability to pull together in such situations.”

Eta will begin as Union’s new head coach with immediate effect, and will be in the dugout for the club’s matchup against Wolfsburg this weekend.

 

A step into an equal future

Eta’s appointment signals a major step towards a more level playing field in the football landscape.

Furthermore, Eta joins other coaches including Sabrinna Wittmann, Hannah Dingley and Corinne Diacre who, in recent years, have blazed a trail for female coaches to step into the men’s game.

Wittmann currently manages FC Ingolstadt in Germany’s third division, and was the first female head coach in Germany’s top three divisions.

In 2023, Dingley became caretaker manager of Forest Green Rovers, and thus the first woman to lead a men’s professional team in England.

Diacre, now head coach of France’s women’s national team, managed Ligue 2’s Clerment Foot between 2014 and 2017.

 

Final thoughts

The impact therefore, is that Eta’s appointment will show future generations of aspiring female coaches that men’s football is an equally viable and possible pathway as the women’s game.

The time is now to level the playing field.

And while it may be a short-term role, its effect on attitudes towards equality and fair opportunities in the game will hopefully resonate long after the season ends.

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