Sunderland Shirt History
Sunderland’s traditional red and white stripes haven’t always been, with the Wearside club actually starting out with an all-blue jersey which remained up until 1884. Let’s go on a journey through their kit manufacturing and sponsorship history.
Sunderland Shirt History - A4 Checklist
Sunderland Kit Manufacturing History
2020 – 2024 – Nike
This was the third time that Nike had supplied for the Black Cats and the club claims that the jersey used for the second season of this reunion is influenced by a home top donned during their first spell together back in the 80’s. However, with its fading stripes up towards its neckline and its large embossed abstract crest on its front, it seems that it also took elements from designs worn in the mid-90’s and 2009/10. It is the final home top of this era which probably echoed the very first Nike Sunderland home kit more so. Another old, but gold, jersey was brought back to life in 2022/23, with the black neckline and sleeve cuffs being inspired by a Nike top worn during their second spell from 2000 until 2002.
The club wore another jersey which took inspiration from the past throughout 2021/22, with the yellow and blue alternate strip paying homage to a popular 90’s third top and the famous 2013/14 League Cup final reaching away kit. Nike did put their own mark on things too though, with a striking purple and pink strip and an unmissable luminous yellow number both coming in 2023/24.
Hummel will take over from Nike in July 2024.
2012 – 2020 – Adidas
Sunderland followed up their relegation from the Premier League in 2016/17 with a further drop to League One in 2017/18, therefore, the jerseys towards the latter stage of this spell probably aren’t remembered with great fondness. In fact, the club practically admitted during the marketing of the 2018/19 home top that most supporters, and a lot of the players, didn’t like the thinly striped 2017/18 home kit. The 2018/19 home top housed broader stripes which had subtle zigzagged edges, but prior to these two campaigns, adding gold features to the 2014/15 and 2016/17 editions was as brave as Adidas got.
For all of the bad, there are still fond memories to look back on during Adidas’ tenure, with the previously alluded to 2013/14 collection springing to mind due to the Black Cats’ League Cup run – although they fell short in the final, they did beat Manchester United on penalties in the semi-final.
Adidas were the producers of some different alternate shirts, with the impactful green away kit from 2015/16 and the funky hooped blue and pink third top from 2016/17 being examples of that. However, albeit less crazy, their smartest work probably came through the 2014/15 blue away kit which incorporated black vertical pinstripes, or the simple 2018/19 tonal effect black away shirt, which was paired with a red neckline and red sponsorship features.
2007 – 2012 – Umbro
This was Umbro’s second spell with the Black Cats and they donned three jerseys which followed a similar concept throughout their return year. A key feature was that they all had unsubtly patterned side panels.
An impressive blue and black vertically striped away jersey was worn in 2008/09, but unfortunately the same cannot be said for a succeeding alternate strip used in the following campaign. It is a shame, as the 2009/10 season was a landmark year with the club celebrating their 130th anniversary. All of the shirts used in 2009/10 had a gold shield surrounding the club crest. The home top also had an abstract crest embossed around the shield.
A classy white and maroon away kit was used in 2010/11 and it was used alongside a respectable home top which was made up of a crewneck polo collar and zigzagged stripes.
Umbro signed off with a home shirt which entertained a classy black V-neck neckline.
2005 – 2007 – Lonsdale
Lonsdale supplied the same home top for both seasons and for on the pitch reasons supporters will likely have mixed feelings about it when they see it. An eye-catching feature was its small red central split going down a white stripe stemming from its neckline.
Sadly, neither the black away strip from the first year, nor the blue one from the second, were that impressive.
2004 – 2005 – Diadora
What could be considered as an underrated year for Sunderland shirt designs was topped off by the fact that the club enjoyed a Premier League promotion earning campaign. The home top in particular was quite smart with its V-neck polo collar.
2000 – 2004 – Nike
Nike’s second stint with the club saw two new home shirts released and the vintage first one has already been referred to within this article due to a modern version being released in 2022/23. It was switched for a polo home top which had a white collar with a red trim running through it in 2002 – it also had bold white side panels running onto its front which thinned the stripes.
A fresh alternate jersey came each year, but the first two were the most striking given the smart split polo collar which appeared on the 2000/01 away and third top. The blue third version of this was only ever used once. Another much-appreciated blue kit came in 2002/03.
1997 – 2000 – Asics
For the first two seasons with Asics, Sunderland wore a slick central crest polo concept which coolly had the Asics branding within its collar. A classy looking ‘grandad collared’ design later replaced it in 1999/00.
Despite the 1997/98 away top also featuring a centralised club crest and Asics’ different branding technique, a huge negative was its ugly mustard colour. Asics made amends for this in 1998/99, when a smart navy away top, which had a conjoined horizontal red and white stripe running across its front, was released and used until the end of the partnership. It’s collar and sleeve cuffs matched the stripe feature.
1994 – 1997 – Avec
Avec’s first home jersey also had a cool collar feature, but this time it was ‘SAFC’ which was elegantly stitched in. Two other striking features were its broken stripes across various parts of its chest and its tonally imprinted pattern. The teal 1994/95 away top also featured the aforementioned stitched collar feature.
A love it or hate it yellow shirt, which had gradient teal stripes flowing over its shoulders, came in 1995/96 and it was used in some capacity until the end of the 1996/97 campaign.
Avec created a landmark collection in 1996/97 with it being the Black Cats’ final season playing at Rocker Park. This was signified with a specially customised club crest, which included commemorative stitching, appearing on the whole collection. The home shirt also had the names of the Rocker Park stands imprinted into its red stripes.
1988 – 1994 – Hummel
As mentioned earlier in this piece, Hummel will take over from Nike in July 2024, but they are not new to the Black Cats, as the Danish brand supplied for them from 1988 until 1994.
The home shirt which was first released for the 1988/89 campaign remained in place until the end of the 1990/91 season and it had alternating red and white Hummel chevrons running down its sleeves – it complimented the traditional red and white stripes really well. An added feature was that it appeared to have the word ‘Hummel’ consecutively tonally embossed into its background. For the duration of this home shirt, a brilliant blue away top was worn alongside it and it also had the imprinted tonal feature, as well as alternating blue and white chevrons on its sleeves.
From 1989 until 1991, a yellow third jersey completed this strong set of shirts, but instead of the word Hummel, it was the chevrons which made up the embossed background pattern. It also had a classy blue and yellow crossover V-neck collar.
For the final three seasons, Sunderland wore another classy polo strip at home – it had a stitched in white chevron pattern looping around its collar. Its accompanying away strip wasn’t everybody’s cup of tea with it combining white, green, navy and black on its shoulders and sleeves.
1986 – 1988 – Patrick
Two Patrick jerseys which had thick V-neck collars and a central club crest remained in place for both seasons. The home had a striped base with solid red sleeves, while the away top was blue with tonal stripes.
1983 – 1986 – Nike
This was Nike’s first ever sponsorship deal on European soil – iconic! The home tops brilliance is exemplified by the fact it has inspired more recent designs, but the away shirt wasn’t too bad either – it put a light blue base with solid navy sleeves and extremely thin navy hoops together.
1981 – 1984 – Le Coq Sportif
All of the shirts worn during this period used the concept of a central club crest. Interestingly, the home top was actually mostly white with two thin red stripes in groups of two spaciously flowing down it. The third top was mostly red with white pinstripes, while the away top paraded a blue and navy pinstripe feature.
1970 – 1981 – Umbro
Umbro were the first manufacturers to strike a deal with the Black Cats and they famously produced the shirt worn during their 1972/73 FA Cup winning campaign – they beat Leeds 1-0 in the final.
A striking navy away kit came in 1977, it incorporated several red and white touches, including an Umbro logo feature scaling down its sleeves.
Sunderland Shirt Sponsorship History
Sunderland have a fairly brand-to-brand kit manufacturing history, but does the front of shirt sponsorship history follow suit? Let’s find out…
2022 – present – Spreadex Sports
Spreadex Sports is a financial trading and sports betting firm. The placement of the word sport made it seemed like they had run out of room for the feature…
2020 – 2022 – Great Annual Savings Group
Great Annual Savings was a North East energy brokerage which has now reportedly closed down due to financial issues. Their feature wasn’t pretty and a little overpowering.
2018 – 2020 – BETDAQ
Betting exchange company BETDAQ admirably donated their second season to Children with Cancer UK. BETDAQ had a text-based feature.
2015 – 2018 – Dafabet
Dafabet is gambling firm which headquarters in the Philippines. Their feature consisted of their logo, which unfortunately wasn’t that appealing.
2013 – 2015 – Bidvest
Bidvest’s text-based look took the slot for two seasons. They are a South African services, trading, and distribution company.
2012 – 2013 – Invest in Africa
Sunderland’s deal with Invest in Africa was part of their attempt to become Africa’s favourite Premier League football club.
Invest in Africa is a not-for-profit initiative which promotes investment in the continent.
2010 – 2012 – Tombola
Tombola, who operates the world’s largest online bingo website, opted for an underlined text-based look.
2007 – 2010 – Boyle Sports
Boyle Sport, an Irish gambling firm, didn’t have a good feature. Their logo didn’t compliment the shirt well at all.
1999 – 2007 – Reg Vardy
Reg Vardy was a Sunderland motor retailer. Their V shaped golden emblem didn’t negatively affect the shirt at all – it looked good.
1985 – 1999 – Vaux Breweries
Vaux Breweries headquartered in Sunderland and they sponsored the team for over a decade. Their branding was fairly uninteresting up until 1994, when they started to advertise various of their beverages such as Samson Bitter, Scorpion Lager and Lambton’s Smooth Beer.
1985 – 1988 – Tuborg
Tuborg Beer seemingly had a brief spell of sponsoring Sunderland alternate kits.
1983 – 1985 – Cowie’s
Cowie’s is a car dealership and they were the first to strike a front of shirt sponsorship deal with the club. They just so happened to be owned by the late Sir Tom Cowie, who was the then chairman of the club.
Conclusion
To have the label of Nike’s first ever European sponsorship deal by your name is now some feat. More dodgy alternate designs have been produced than home kits, but it is pretty difficult to go wrong with their red and white stripes. Unless it is their business strategy, stability hasn’t been found with front of shirt sponsorship deals for some time, with the club currently bouncing from partnership-to-partnership.