Wolverhampton Wanderers have signed to SUDU in what the Manchester brand is describing as a “revolutionary” kit deal.
The long-term partnership will see SUDU design and manufacture kits, training and leisurewear for all its teams. However, it says that this will also “shake up” the “broken” model, where most sports teams get a “suboptimal deal.”
“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,” stated Joe Poole, Head of Partnerships at Levy Merchandising, a new arm of Levy UK & Ireland in which SUDU sits.
“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 said its model brought the whole process under one roof, “from top to bottom, encompassing, manufacturing, retail and brand.”
It explained that this would translate to reduced costs and therefore a greater commercial return to the club, plus lower retail prices for fans.
“We’ve seen the price of Premier League jerseys increase consistently over the past few years,” continued Poole.
“Our philosophy is that a pro jersey should not cost £125, Wolves’ will be £80. A replica jersey should not cost £80, Wolves’ will be £58.”
The deal comes into place from the 2024/25 season.
“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,” added Russell Jones, General Manager of Marketing and Commercial Growth at Wolves.
“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.”
The Wolves team has also been involved in the design process.
“It has been really interesting to play an active part in creating our kit for this season. Since we were first introduced to SUDU, the designers and product development team have kept us constantly updated,” added Club captain, Max Kilman.
“Seeing feedback on fabrics, design and our performance needs worked into the finished products has been a really positive experience for us. We are delighted with the final products and are excited to wear them this season.”
