2017-18 Home Kit Launch: 18 Home Kit Launch by Sunderland AFC

Date: Jun 2017
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Sunderland AFC has delivered a world footballing first by screening a game between two local teams on Facebook Live to launch its new 2017-18 Adidas home kit.

Dawdon Welfare Park FC of the Peterlee and District Sunday League sported the new look and ran out 7-1 winners over Hall Farm Glasshus FC of the Durham Alliance Combination League at Ashbrooke Cricket Club – the site of one Sunderland AFC’s former grounds prior to its move to Roker Park in 1898.

The match broadcast reached more than 350,000 supporters live on Facebook, and coverage of the launch game was seen by around one million fans across all of the club’s social channels.

Paul Welch of Dawdon Welfare Park said: "It was a huge honour for us to be chosen to unveil the new Sunderland home kit. For the club to recognise and celebrate grassroots clubs and players in this way is fantastic and it’s something we will remember for the rest of our lives.”

The club have announced the new kit with the tagline: 'Our future is rooted in our history.' The shirt worn by Dawdon resembled that of the 1880s with narrower red stripes.


Stu Vose - Head of Digital - Sunderland AFC

Kate Smith - Assistant Head of Digital - Sunderland AFC

David Moses - Head of Hospitality & Events - Sunderland AFC

Michael Laidler - Senior Events Executive - Sunderland AFC

Emily Jewitt - Events Executive - Sunderland AFC

Alexander Middleton - Head of Design - Sunderland AFC

Oliver Lindley - Marketing Executive - Sunderland AFC

Lindsay Douglas - Retail Manager - Sunderland AFC

Andrea Hanson - Retail - Sunderland AFC

James Wallace - E-Commerce Administrator - Sunderland AFC

Rob Mason - Club Historian