Sunderland have backtracked on plans to allow Just Sport to take over the club's retail operations, announcing that it will remain in-house after all. The club announced last week that it had extended its partnership with Nike and Spennymoor-based Just Sport until 2027, and that under the deal Just Sport would run both the Stadium of Light store and the online store.
The announcement said that the stadium shop and online store would close for a short spell 'to facilitate the changeover' but were due to reopen yesterday, although that was later postponed until Wednesday, July 12. However, Sunderland have now confirmed that when the shop and online store reopen at 10am on July 12, they will continue to be operated by the club rather than Just Sport - although without providing an explanation.
The club said in a statement: "After a period of extended dialogue with the Just Sport Group, the club will not be implementing the operational changes previously communicated on Tuesday, June 27, 2023. SAFC's retail functions will continue to operate in-house during the forthcoming campaign and the reveal of our 2023-24 home and away kits will proceed as planned ahead of Saturday's pre-season double-header.
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"The decision taken by the club has resulted in a delay to the reopening of the online store and Stadium of Light store, which will now take place at 10am on Wednesday, July 12. SAFC would like to extend its gratitude to the Just Sport Group and Nike for the understanding they have displayed throughout recent discussions, and we look forward to working with them during the upcoming campaign.
"The club also takes this opportunity to thank our fans and staff for their continued backing and support."
Sunderland have since revealed their neon pink 2023-24 away kit, which will be available to buy when the stores reopen on July 12.
