Sunderland Hub
Sunderland has launched a new pink away kit in collaboration with Elvis Presley's estate. The kit is inspired by the King of Rock and Roll's music and style.
What's the connection between Sunderland and Elvis Presley?
Sunderland fans adopted 'Can't Help Falling in Love' as a club anthem in 1977. The song is played ahead of kick-off and at full time, and has become part of the matchday experience at the Stadium of Light.
How did this collaboration come about?
Sunderland's partnership with kit manufacturer Hummel led to a formal contact with the Authentic Brands Group, who hold a controlling stake in the Elvis Presley estate. Scott McCubbin, Sunderland's chief commercial officer, said the collaboration is a way to take advantage of the team's growing profile.
| Category | Stat |
|---|---|
| League standing | 7th in Premier League, 54 pts, 14W-12D-12L from 38 games |
| Recent form | 4W-1D-0L, on a 4-game winning run |
The kit launch is part of a multi-year collaboration between Sunderland and the Elvis Presley estate. The team is looking to attract a new North American audience with this unique kit.
What's next for Sunderland?
The team will wear the new kit in the 2026-27 season, and fans can expect more activations with the Elvis Presley Estate in the coming seasons.
