June 27 – Premier League Wolverhampton Wanderers have stepped away from the traditional big name kit suppliers to do what they say is a “landmark deal” with sportswear brand SUDU.
SUDU says the current ‘templated’ kit supply model is broken but that under their proposition they will drive better commercial return for clubs, better quality product and cheaper price points for fans.
Wolves say that by cutting out traditional licensing agreements, the saving in cost can be passed on to fans.SUDU replaces Castore.
Joe Poole, head of partnerships at Levy Merchandising, a new arm of Levy UK & Ireland of which SUDU sits within, said: “Unless you’re in the Premier League ‘Big Six’, the team and brand model is broken. It’s self-serving for brands as opposed to being a true partnership and we want to change that.
“Seven-figure value is being lost by sports teams through inflated marketing costs, but even more so as a result of a disjointed supply chain which squeezes margins to the detriment of teams and fans,” he continued.
No value for the Wolves deal was given that was described as a multi-year partnership.
SUDU will become the club’s official technical kit partner in an agreement that includes the design and manufacture of the club’s official kits, training and leisurewear, across the men’s, women’s and academy teams from 2024/25 season.
For fans that means the cost of pro jerseys will be £80 (compared to £125 generally charged by clubs), while replica jerseys will be £58 (as opposed to £80).
Russell Jones, general manager of marketing and commercial growth at Wolves said: “This fresh new approach to kit creation is long overdue and we’re delighted that Wolves get to be at the forefront of this innovative approach.
“For far too long top tier clubs like Wolves have been held to template designs. This partnership enables Wolves to work with fans and players to create technical product with our heritage at the forefront of design.”
Levy Merchandising and the SUDU brand are ambitious, said Poole, and are looking to build partnerships with other clubs. The fledgling brand launched their first Run menswear collection last month and other categories are being developed with “Play football, Train fitness and Rest lifestyle product ranges to come, likely in early 2025”, said Poole.
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