It started with a speculative phone call and ended up with the biggest, most innovative kit deal in Sunderland‘s history.
Black Cats fans bruised by last season’s off-the-field failings should be heartened by the story behind their link-up with hummel.
The Danish sportswear giant tells i they will give Sunderland the “Rolls Royce treatment” for the duration of their five-year, multi-million-pound link-up – as well as a huge leg-up in the club’s efforts to boost retail revenue.
It may not always feel like this stuff matters while Sunderland scratch around looking for a head coach. So much at the Stadium of Light hinges on a search that has gone on more than 100 days, a period that has included the breakdown of a deal for top target Will Still.
But i can reveal that while that is playing out there is a behind-the-scenes reset going on under the guise of energetic new chief business officer David Bruce.
Bruce – a boyhood Sunderland fan who returned to the North East after a stint working for Major League Soccer in the US – took that newly-created role when chief operating officer Steve Davison left at the end of last season.
It represented a new start for Sunderland, whose incredible decision to repaint one of the club’s bars in the colours of Newcastle before the FA Cup derby in January caused serious friction between fanbase and ownership group.
The first big deal on his watch is the one that secured a lucrative tie up with hummel, who have put Sunderland in the elite tier of clubs they work with. It is “financially one of hummel’s biggest deals”, their UK CEO Neil Burke confirmed to i in an exclusive interview.
But equally it is a popular link because the brand is ingrained in Sunderland’s heritage. For six years between 1988 and 1994 they produced some of the most popular and iconic strips in the club’s history.
“It’s a big, big deal for us because Sunderland are a big club. They will get the Rolls Royce treatment and so they should,” Burke says.
The genesis of the deal was a call from Bruce around a year ago, just after he had returned to the club as chief brand and commercial officer.
“David had a real appetite for hummel, he’s a Sunderland boy, he grew up on their books as a young player and knew about the hummel links. He even wore the kit,” Burke says.
“He approached me and said ‘I love hummel, we have to do our due diligence but I’d love to have a chat with you’. We had an hour or two-hour chat which was very productive, there were loads of synergies and it just felt right.
“We like to get clubs out to Aarhus, which is where our headquarters are based. We got David and (owner) Kyril (Louis-Dreyfus) out there.
“It was the first time I’d met Kyril. He’s a fantastic guy, who has brilliant views and a vision for the club and I loved everything he had to say. He loved the hummel DNA, how we want to re-engage with the fans and create really cool products and it went from there.”
Sunderland are dumping former kit partners Nike, who provided template strips for the club through an affiliate during an uninspiring four-year partnership.
Hummel, by contrast, will create a “complete, bespoke identity”. That means six new kits every year – the firm have high hopes for sales of goalkeeper jerseys this season – and a range of lifestyle and retro wear.
Hummel decided to test the market back in April. A line of track jackets and jerseys modelled on those the club wore for the 1992 FA Cup final were worn by the current squad before a game and given a limited-edition sales run.
2,500 jerseys and 1,000 jackets sold out in less than 24 hours. They’re now being resold on eBay for upwards of £200.
“That just shows the fervour there is from the fanbase. It is a big, big club and we want to provide them with ranges that will make those supporters proud,” Burke says.
“Everything that we produce will be totally, totally bespoke. No one in the EFL or Premier League will look like Sunderland.”
It will also help with the bottom line. Before the hummel deal was announced the club signed a 10-year retail partnership with Fanatics, who have refitted the Sunderland’s club shop.
The new kits – with the home strip released later this month – will be a key part of the new operation.
“We want to smash all records,” Burke says. “We believe we can do it with what we offer and the fanatical fans, we believe we can smash home, away, third and even goalkeeper kits. Even goalkeeper is completely bespoke so it’s going to be six new kits every year.
“We’ve got a five-year contract and hopefully in that time the club will be in the Premier League, which would be amazing. It’d only get better. But it has to be right for the fans.
“David Bruce always talks about that. In every conversation it’s ‘What is best for the fans’. He always talks about that.
“Too many years it hasn’t quite worked for whatever reason and we have to put a stop to that.”
Of this year’s kits, the home strip is traditional, the second will be “heritage” and the third kit “super creative”. Drops of retro merchandise are expected through the year too.
Burke’s excitement is palpable. “In terms of support and the opportunity to grow with them, Sunderland is second to none in the EFL,” he says.
“When we speak about hummel’s global portfolio, Sunderland is in tier one for us. It’s right up there with the DBU (Danish national team) in terms of the offering. That’s where it deserves to be.
“We will throw everything at it to engage with the fans. Hopefully they will support us, support the club in terms of buying the product and feeling proud of whatever they’re wearing because it’s Sunderland, it’s unique to them and no-one would wear the same stuff.”
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