South Shields FC confirm Hummel partnership after record-breaking Sunderland deal extended

South Shields FC have confirmed they have partnered with Danish sportswear giants Hummel as their new kit partner for the 2026/27 season.

The Mariners have embarked on an exciting new chapter in their history after an investment deal with the ORY Investment group was finalised earlier this month before chairman Geoff Thompson, newly appointed manager Mike Williamson and members of the new look ownership group travelled to the Far East to meet potential sponsors and partners and visit the Chinese FA and local football academies.

Preparations for the new season have already been kickstarted with the confirmation former Newcastle United defender Williamson has been named as successor to former manager Ian Watson following his departure to League Two club Rochdale last week and a number of pre-season friendlies have already been announced. After wearing Umbro-branded match kit and training kit throughout their unsuccessful bid for promotion into the National League last season, the Mariners have now announced a new partnership with Hummel has been agreed and promised further announcements over their new match kit ‘in due course’.

A statement on the Mariners website read: “As Official Kit Partner, Hummel will supply bespoke match kits, training wear, travel apparel, and supporter merchandise across the club. Renowned for its distinctive designs, quality craftsmanship, and strong football heritage, Hummel has established successful partnerships with clubs throughout the UK, in the Premier League, and internationally, earning a reputation for creating unique identities that resonate with players and supporters alike. Supporters can look forward to the unveiling of new Hummel-designed kits and apparel in the coming weeks, with further details on product launches and availability to be announced in due course.”

Chris Stephenson, CEO of Hummel, added: “We are delighted to partner with South Shields FC. The club has ambitious plans, and being at the heart of the community aligns perfectly with our values. The next chapter for both of us is exciting, and we feel blessed to be part of the future.”

‘Truly distinctive’

The move further strengthen’s Hummel’s presence within North East football after they agreed a ‘multi-year extension’ to their agreement with Sunderland. After initially returning as the Black Cats kit partners during the summer of 2024, the Danish sportswear brand have reported record replica shirt sales as Regis Le Bris’ side have secured promotion into the Premier League before landing a Europa League spot with a stunning seventh place finish in their first season back in the top flight.

Speaking in April, Hummel’s Neil Burke told the Black Cats website: “Extending our partnership with Sunderland AFC is a source of great pride for everyone at hummel. From the very beginning, this collaboration has been built on a shared understanding of the Club’s rich heritage and a mutual ambition to create something truly distinctive – both on and off the pitch. Together, we’ve delivered products that not only perform at the highest level but also connect emotionally with supporters and celebrate the identity of Sunderland.”

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