Sunderland, Elvis Presley and a very unusual collaboration

Sunderland’s link to Elvis Presley is taking a new, highly public form through a multi-year collaboration that will culminate in a new pink away kit for the 2026-27 season. Announced Thursday evening, the deal is backed by Sunderland and the Elvis Presley estate, despite the fact that Presley never set foot in England. The article traces the connection back nearly 50 years, when Sunderland fans reportedly adopted “Can’t Help Falling in Love” as a club anthem after Elvis’s death in August 1977 during a match against Hull City. The song has become embedded in matchday routines at the Stadium of Light and has been amplified through social media, including during a 2-1 win over Chelsea that secured Europa League qualification. The Athletic reports Sunderland began formal outreach in early 2025 to Authentic Brands Group, which holds a controlling stake in the estate, and says the kit will feature the song title on the collar and Elvis’s signature inside.