Wolves Confirm Kit Supplier Deal With Newly Launched Sudu

Wolverhampton Wanderers FC has signed a multi-year kit supplier partnership with new UK-based sportswear brand Sudu, which kicks in from the 2024/25 season.

The deal, which is Sudu’s first with a Premier League club, will see the company produce match kits and training apparel for Wolves’ men’s, women’s and academy teams, serving as the club’s technical kit partner.

The company replaces Manchester-based sportswear brand Castore, which supplied Wolves for the previous three seasons, after partnering with the club in 2021.

Sudu, which is also headquartered in Manchester, is a part of Levy Merchandising, a new subsidiary of sports and entertainment caterer Levy UK & Ireland.

The first Sudu kits were developed in collaboration with Wolves players, according to the Fosun Sports Group-owned company, which led performance sessions with the playing squad.

The newly launched brand is aiming to disrupt the kit supplier market, and will be responsible for the design, manufacturing, and retailing of the products.

Wolves replica kits for the upcoming season will be priced at £58, with pro jerseys costing £80, marking a comparatively lower price point for a Premier League club.

“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,” said 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.”

Earlier this week, Wolves also named BetMGM as the club’s official European betting partner, after signing a two-year renewal with LeoVegas Group.

LeoVegas, which served as the team’s sleeve partner for the 2023/24 season, will continue to receive brand promotion throughout Wolves’ 32,050-seat Molineux Stadium home, Compton Park training ground, and across its digital channels.

Speaking to Sport Industry Group, Joe Poole, Head of Partnerships at Levy Merchandising, gave us an exclusive insight on the new partnership, as well as on Sudu’s brand strategy going forward.

In your own words, you are aiming to shake up a ‘broken’ kit supplier model. Can you specify what you will be doing differently through this partnership? 

“In a nutshell, it’s removing the third party, your big brand, where they’re currently taking a large chunk of value out of the chain.

“As opposed to being self-serving, it’s coming together with sports teams as one, to run the business together.

“We’re bringing the whole process under one roof, from top to bottom, encompassing manufacturing, retail and brand, to achieve this.”

How is Sudu trying to disrupt the kit supplier space?

“We’re breaking the traditional mould of brand and club where at present, outside of the ‘big six’ clubs, brands are actually getting free advertising, or in fact effectively being paid to be able to promote their brands to billions of fans worldwide.

“By removing the brand in its current third party form, we can drive better commercial return and affordability, without compromising on quality.”

You mentioned that these kits are the first to have been developed in collaboration with Wolves players. What input have they had in the kit’s design?

“They’ve been involved from day one – so right through from fabrics to design, fit and testing.

“In our first meeting we outlined our vision, introducing them to our factories so they could see the standard of product. Next, they were involved in the design process both visually and practically – we used their feedback to shape both training kits and match kits.

“It was a really interesting exercise as we came away from it understanding what they did and didn’t like about other brands, and then we acted on this to make sure we were going to be producing products that they were happy with. 

“Alongside feedback on fabrics, the fit session was a key phase to ensure the final products were optimally informed. The process actually made things easier for our design and development teams, with the players engaged throughout – it’s definitely something we will look to do moving forwards.”

Wolves’ Sudu kits for the upcoming season will cost £58 and £80. How were you able to produce kits at such a low price point?

“It circles back to removing the third party, being your big brand, out of the chain. That means a supply chain that’s agile and optimised, and therefore able to serve the correct purpose, which should be to benefit the sports team and its fan base.”

Where do you see lost value in the kit deals agreed by other brands?

“In traditional brand supply deals, a disproportionate amount of value is taken away from clubs due to high minimum purchasing obligations at inflated cost prices for templated product.

“We’re passionate about changing that through a model that we believe is both fairer and more sustainable.”

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