New Manchester-based sportswear brand SUDU, which is backed by sports and entertainment experience giant Levy, has signed a new “long-term partnership” to supply kit to Premier League team Wolverhampton Wanderers FC.
The move sees SUDU take over from fellow sportswear brand Castore in what is described as a “landmark deal”, which will see kit prices fall due to a more streamlined business model.
SUDU will be 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 2024/25 season onwards.
By cutting out traditional licensing agreements, the saving in cost will be passed on to fans, with pro jerseys for the new season set to sell for £80, compared to the £115 it cost to buy last season’s pro shirt made by Castore. The new replica shirts will be £58.
Joe Poole, Head of Partnerships at Levy Merchandising, a new arm of Levy UK & Ireland of which SUDU sits within, said: “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.
“Levy Merchandising was born from a desire to revolutionise the often-inflated price of pro and replica kits and we’re incredibly proud to be partnering with such a well-supported club like Wolves, with an amazing fan base and rich heritage.
“We’ve seen the price of Premier League jerseys increase consistently over the past few years. 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.”
With the current model, brands are operating more so as third parties “taking value out of the chain”, where as SUDU’s new approach instead brings the whole process under one roof – encompassing manufacturing, retail and brand.
Poole added: “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 that squeezes margins to the detriment of teams and fan.”
For Wolves, the deal 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, “providing exceptional value”.
SUDU has aspirations to be a leading sportswear brand and recently also launched its first ‘Run’ collection, featuring 17 products across footwear and apparel.
