Sunderland AFC have entered into a multi-year collaboration with the Elvis Presley estate. The club has marked the occasion by launching an away kit for the 2026/27 season in tribute to the King of Rock ‘n’ Roll.
The move is an acknowledgement of the deep connection the club’s fans have shared with the musical icon since the 1970s.
The kit manufactured by Hummels boasts a vivid pink colour along with a black panel running across the shoulders and upper chest.
The pink collars and sleeves make for a striking contrast, while the pink torso has subtle embossed patterns running all across it featuring the club’s initials SAFC.
Both the Sunderland crest and Hummels logo on the front have also been doused in pink to further enhance the jersey’s motifs.
The design is a tribute to Presley’s statement-making get-up from his appearances on the 1954 Louisiana Hayride radio show.
Still an up-and-coming talent at the time, the broadcast had propelled Presley to unprecedented national fame while also cementing him as a style icon.
Inside the neck tape and on the nape at the back of the jersey, the words “Can’t help falling in love” are printed. The Presley hit was released in 1961 as part of the soundtrack for the movie ‘Blue Hawaii’.
It would go on to be adopted as Sunderland’s anthem in 1977 and is sung before every club game, with the lyrics followed by club chants.
The tradition began during Sunderland’s season opener against Hull City in 1977.
Presley had passed away just a few weeks ago, causing fans of both clubs to come together with a fierce rendition of the iconic love song.
Ever since, Sunderland fans have continued to belt out the chant, making the pre-match ritual one of the most recognizable routines in the footballing world.
The date of the jersey launch, June 26, is also a tribute to Presley’s last ever live performance in Indianapolis.
Fittingly, the 42-year-old had ended his concert by singing the fan-favourite “Can’t help falling in love”.
Fans have been floored by the old-school kit design as well as the intricate details surrounding it.
in my completely biased opinion this is a stunner. pic.twitter.com/TSZgn9TkwB
— Phil Delves (@phildelves) June 25, 2026
The club have even released ‘Blue Hawaii’ warm-up shirts to complement the jerseys.
The black t-shirts feature pink floral designs along with subtle embossed patterns, making the theme truly stand out.
The jersey has been launched just in time before Sunderland head to the States for their pre-season tour.
The shirt will be sold at all the venues that the club play in, as well as at Presley’s Graceland estate in Memphis where he spent the majority of his adult life.
Sunderland finished seventh in the Premier League last season, securing qualification to the Europa League.
It marks a drastic turnaround for the club after they spent eight years away from the top-tier until 2025, which included a four-year stint in League One.
The one-of-a-kind collaborative kit thus marks a glorious way to celebrate Sunderland’s return to Europe after 53 years. Only time will tell whether the good run continues for the Mackems.
But one thing is for sure – the “Can’t Help Falling in Love” chants at the Stadium of Light will hit differently in the pink jerseys next season.
