Sunderland AFC retail sales records tumbled on Wearside following the launch of hummel’s 2024-25 home matchday collection.
Thousands of supporters descended on Sunderland’s new stadium store, operated by the Club’s retail partner, Fanatics, and thousands more shopped online, leading to a record number of shirts sold within 24 hours of launch.
Chairman Kyril Louis-Dreyfus and Head Coach Régis Le Bris welcomed fans to the new store, which pays homage to the City of Sunderland through a unique design that blends heritage with innovation.
Following an unprecedented demand, Sunderland fans can visit www.safcstore.com to sign up to be notified when the 2024-25 home shirt will be back in stock.
All at Sunderland AFC would like to place on record our gratitude to our supporters for what has been an incredible show of support, and these sentiments are shared by our partners, Fanatics and hummel.
A far superior amount replica kit has been ordered compared to 2023-24 and if you missed out, you won’t have to wait long to wear our iconic new stripes.
Chief Business Officer, David Bruce said: “In the first 24 hours, we sold half a season’s worth of shirts in a day. We feel the power of our support always and although we never take it for granted, it came as no surprise. This is why prior to launch, we ordered three times as much stock for the 2024-25 season as we have in previous campaigns. Our ambition is to give fans the best service and top-class products, and we are working with Fanatics and hummel to bring forward the date of the next drop. We appreciate the support shown by our fans and the patience of those who missed out – the home collection will be back very soon, and we are just getting started.”
Hummel CEO, Neil Burke added: “We are doing everything we can to expedite deliveries and meet what has been a truly incredible demand. Our factories across the world are prioritising the next drop and where we planned to deliver by sea, we are now sending by air. We felt the launch of our home matchday collection would be the start of something special between hummel and Sunderland – and the Club’s supporters went above and beyond. We are grateful for that show of faith, and we can’t wait to show the Sunderland fans what’s next.”
Carly Purkis, Senior eCommerce and Partnership Manager (Football), at Fanatics, concluded: “What we saw on Friday was another sign of Sunderland’s fantastic worldwide support, and what is an iconic collaboration between the Club and hummel. It’s been an incredible start to Fanatics’ time in Sunderland and we will stop at nothing to ensure we are in the best possible position to deliver on the demand shown by the Club’s supporters.”
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