SUDU Premier League Kit Deal Announced for Wolverhampton Wanderers FC

Wolves gets new sportswear partnership.

License Global

July 3, 2024

2 Min Read
Molineux Stadium, Wolverhampton Wanderers' home ground
Molineux Stadium, Wolverhampton Wanderers' home groundSUDU

SUDU, the sportswear brand by Levy Merchandising, have announced a long-term partnership with Wolverhampton Wanderers Football Club, to become the club’s official technical kit partner, responsible for the design and manufacture of the club’s official kits, training and leisurewear, including across the men’s, women’s and academy teams from the 2024/2025 season onwards.

“Unless you’re in the Premier League ‘Big Six,’ the team and brand model is broken,” says Joe Poole, head, partnerships, Levy Merchandising, a new arm of Levy U.K. and Ireland of which SUDU sits within. “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.”

SUDU’s new approach brings the whole process under one roof, from top to bottom, encompassing manufacturing, retail and brand. For Wolves, this will translate to reduced expense, without compromise on craftsmanship or materials, with greater commercial return therefore available to be reinvested into the club. Meanwhile, for fans, the new deal will mean substantial reductions in retail prices as compared to their Premier League peers.

“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,” says Russell Jones, general manager, marketing and commercial growth, Wolverhampton Wanderers FC. “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. We are also able to continue to widen our reach, as this innovative model allows us to create attractive price points to better distribute within the U.K and internationally ensuring that Wolves products can be available, at affordable prices for fans, in-stores all over the world.”

SUDU will lean on the scale and expertise of Levy U.K. and Ireland across tech, sustainability, data, ecommerce, buying and retail operations to ensure the shared values of excellence, quality, innovation and fair play come through in everything SUDU does, and the Training Kit is the debut range of the new Wolves partnership, available to purchase at

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