Swansea City Shirt History
Swansea City adopted white as their primary colour to follow the city’s local rugby union club, Swansea RFC. Let’s go through the Jacks’ kit manufacturing and sponsorship history…
Swansea City Shirt History Checklist 1990 Onwards
Swansea City Kit Manufacturing History
2016 – present – Joma
Despite black having a traditional presence on a Swansea shirt, and appearing on every Joma home strip since, the Spanish brand introduced themselves with a classy all-white home look for 2016/17.
The ‘kiwi style’ neckline worn on the 2018/19 home top is one of the most interesting uses of black from this period, although two more eye-catching efforts came in 2020/21 and 2023/24. Both of those seasons carried patterning that was a nod to the city’s coastline.
The 2022/23 home shirt, which included tonal wave inspired patterning, featured touches of red to tribute the remarkable 1992 – 1994 home top. Joma opted to again revisit the club’s past with a 60’s inspired orange tone in use for 2024/25.
Joma’s 2021/22 home design can probably be crowned their smartest effort – it had subtle tonal striping and a striking black and white overlapping collar. It is a concept that was seemingly trialled through the navy and pink third top used in the previous season, where it was equally as brilliant.
Due to the cool use of the old Swansea Town crest to honour when the area became a city, the 2019/20 third jersey is probably the first notable Joma alternate strip. However, this was just the first of a number of mention worthy efforts, with two more coming through the 2021/22 coral coloured third strip and the vibrant 2022/23 away top inspired by a jersey worn in the 90’s.
The 2023/24 campaign housed two more stylish alternate efforts and the third jersey made plenty of headlines with a brilliant initiative behind it. It was a special-edition strip designed to raise awareness of cancer – it did so by incorporating various coloured spots to represent the most common types and £3 of each sale was donated to Maggies, a cancer charity. The shirt was named ‘Tackling Cancer Together’.
In the same campaign, Joma also treated supporters to a superb special-edition strip that paid homage to the Swans’ Autoglass Trophy success of 1994.
2011 – 2016 – Adidas
Adidas’ first collection of this period will always be iconic because it was the club’s first season back in England’s top flight since 1983. The home top that season boasted a showpiece neckline, while the away top was bright orange. Another historic collection came in 2013/14 due to the Swans’ rare participation in Europe via the Europa League.
The Welsh club celebrated their centenary year in 2012/13 and the landmark was honoured with both the home and away jersey parading a special-edition club crest. The home top ditched the black applications for gold ones to give it an added special feel. The black was again dropped on the 2015/16 home shirt and, on this occasion, it was replaced by copper to represent the city’s history within the copper market.
An eye-catching away look was also on display in 2015/16 – it utilised blue and green horizontal stripes and a cool dotted feature within its lower trim, neckline and sleeves. An equally as interesting away look came before it, with its front being half red and half black.
2008 – 2011 – Umbro
As alluded to in the previous section, the Umbro 2010/11 collection houses arguably the most famous shirts in Swansea history due to their historic Premier League promotion. The Swans achieved this after beating Reading 4-2 in the play-off final. Albeit basic, the jerseys worn for this campaign will now forever have an aura.
Two decent home and away shirts were worn throughout 2009/10 with tonal touches present on both. The home strip also included quite prominent black features and it was quite similar to its predecessor used for 2008/09, albeit the latter seemed neater. Neat seemed to be the aim for the 2008/09 campaign, with all shirts being appreciated.
2005 – 2008 – Macron
The League One title was secured by the Swans in 2007/08 and they achieved this while donning a questionable third jersey. The shirt, which was vertically striped green and black, saw a strange position selected for Macron’s branding as it ran diagonally along its V-neck shaped neckline. Though the home top from this campaign was a good effort and may have cut it some slack.
Central crest concepts were on display throughout 2005/06 and 2006/07. The former campaign housed another third strip supporters were unsure about – it combined grey and red.
2000 – 2005 – Bergoni
Bergoni decided to dedicate their first home design to Wales and this was in place for two seasons. The brand paid homage to the nation by adding touches of red and classily incorporating the Welsh dragon into its polo collar. The dragon wasn’t part of the away kit for 2000/01, but it did appear on the one active between 2001 and 2003.
A similar neckline feature appeared on the home top in 2003/04, but this time the Swan from the club crest became the showpiece addition. This came before a brilliant, but minimal, collection to end Bergoni’s stint in 2004/05.
1998 – 2000 – New Balance
New Balances’ red and green away strip released for 1999/00 was reissued by Bergoni for 2000/01. This design replaced a striking silky maroon away jersey from 1998/99.
The home top which New Balance released was in place for both seasons and it looked incredibly clean – it was an all-white polo with minimal touches of maroon. Given its classiness, it felt fitting that the Swans won League Two in 1999/00.
1995 – 1998 – Le Coq Sportif
Le Coq Sportif opted for a twinned black pinstripe concept on the home top in the first season of this partnership. It’s predominantly black sleeves, which included red and white features, were also quite striking.
Following this, the French brand decided to keep the same two fantastic shirts in place for the final two campaigns.
The home jersey was tonally chequered and it had race flag like patterning on its sleeves and within its black polo collar. The away strip was quite unique with its boastful maroon and navy vertical stripes that were separated by thin white ones – it also included a jazzy tonal print.
1992 – 1995 – Matchwinner
If you’re interested in Swansea retro shirts then this is a great period to check out. The first two home kits featured slightly different Admiral branding, but the concept of them was the same with an unmissable black and red wave inspired pattern on its left sleeve and right side.
Admiral also emulated the wave effect on the away top for 1992-93 but bettered it with the release of a superb orange, blue and white away look in 1993/94. Joma brought the latter back to life in 2021/22.
Another striking home shirt was worn in 1994/95 – it had red and black stripes within its sleeves.
1989 – 1992 – Spal
While the Spal era was much more minimal in comparison to the Matchwinner one, it still produced a classic through a fabulous yellow third strip worn from 1989 until 1991. It held tonal patterning within base, plus a black collar which saw a yellow and white feature looping around it.
The neckline chosen for the home and away top used for 1991/92 also caught attention, as did the navy and white hooped look Swansea wore for one game against Leyton Orient in 1990/91.
1986 – 1989 – Admiral
All three Admiral seasons saw shirts with thick V-neck collars. Albeit for the first two campaigns the same home and away jerseys were in place for each – they both had Admiral logos flowing down their sleeves.
The final season saw Admiral emboss their logo throughout each shirts base.
1984 – 1986 – Hummel
Hummel opted to use the same shirts in both seasons and they each saw the Hummel chevrons flowing down their arms – the away top also saw them incorporated into its side panelling.
1981 – 1984 – Patrick
The same three minimal central crest jerseys were in place for all three years under Patrick.
1979 – 1981 – Adidas
The Swans’ shirts brilliantly paraded the Adidas Originals branding throughout this period. However, for some reason, the home shirt saw the club crest placed more inward than usual.
1976 – 1979 – Bukta
Bukta were the first manufacturing brand to strike a deal with Swansea and their 1977/78 attempt at a home top was rather classy.
Bukta also produced a striking yellow away strip which featured a conjoined blue and red sash.
Swansea City Shirt Sponsorship History
Let’s find out more about the Swans’ front of shirt sponsorship history…
2023 – present – Reviva Coffee / Westacres
Coffee brand Reviva Coffee sponsor the clubs home shirt with a simple text-based look, while the logo of Westacres parades the alternate jerseys - Westacres is a residential property development company.
2022 – 2023 – Westacres / Swansea University / Owens
Prior to moving onto the alternate strips, Westacres sponsored just the home top for one season. The away kit was taken by Swansea University and the third strip was sponsored by family-run logistics company, Owens.
2020 – 2022 – Swansea University
Before sharing the sponsorship with two businesses, Swansea University sponsored all three jerseys for two seasons. The pair remain in partnership to this day, with the university even sponsoring the west stand of the Swans’ stadium.
2019 – 2020 – Yobet
Gambling firm, Yobet, saw this deal end abruptly due to the club being pressured into looking into alternative options by campaigners.
2018 – 2019 – Bet UK
Fellow betting company BET UK promoted their URL throughout 2018/19. It was quite unappealing.
2017 – 2018 – Letou
International gaming company, Letou, commendably donated their Swansea hospitality tickets to charity for the duration of this partnership.
2016 – 2017 – BETEAST
BETEAST, an Asian online betting firm, held a simple all-text feature.
2013 – 2016 – GWFX
Financial service provider, GWFX, are unfortunately the providers of one of the worst front of shirt sponsorship features that we have seen.
Its introduction in 2014/15 was a strange decision from the business, as their first season of branding was actually quite fine…
2009 – 2013 – 32Red
32Red is a British online casino. Once the brand to ditch the idea of promoting their website in 2011/12, their branding became much cleaner.
2007 – 2009 – Swansea.com
Swansea.com is a local investment firm. The font used added a fun edge to an all-text feature.
2005 – 2007 – The Travel House
The Travel House is Wales’ largest independent travel agency. Their feature displayed their website.
This was the pairs second partnership of this nature and this rendition of branding was much better than the first one…
2004 – 2005 – RE/MAX
RE/MAX is short for Real Estate Maximums and they are an American-based company that operates through a franchise system.
2001 – 2003 – The Travel House
As alluded to, The Travel House branding that was chosen on this occasion was a bit of an eyesore. The travel agency continues to work with the club to this day.
2000 – 2001 – Stretchout
Stetchout is a luxury travel company specialising in limousines.
1999 – 2000 – M&P Bikes
Swansea-based motorbike dealership, M&P Bikes, paraded their logo.
1997 – 1999 – Silver Shield
Silver Shield is a windscreen replacement and repair company. Their feature was pretty unattractive.
1996 – 1997 – South Wales Evening Post
South Wales Evening Post was the areas tabloid newspaper.
1993 – 1996 – Gulf Oil
Gulf Oil is one of the leading providers in fuel retail stations and lubricants for cars. Their logo paraded the home top, while a text-based feature was added to the alternate jerseys.
1992 – 1993 – Action
After a sponsor free year, Action took the slot for 1992/93. Sadly, we have been unable to find the company’s area of trade.
1984 – 1991 – Diversified Products
Diversified Products, the first brand to partner with the Swans in this capacity, were sellers of fitness equipment and their feature include their motto of ‘fit for life’.
Conclusion
Amidst the boring and unappealing efforts, there really are splashes of brilliance within Swansea City’s shirt history. While the 90’s is a particularly brilliant era, the 2011 – 2016 Premier League spell with Adidas is truly historic.