Wednesday and Umbro UK have confirmed a new multi-year partnership from the upcoming 2026-27 season.
Umbro’s double diamond branding, remembered from some of our most successful days in the eighties and nineties, will adorn Wednesday’s home, away and third kits.
Chief Executive Officer, David Bruce, said: “We are delighted to welcome Umbro back to Sheffield Wednesday at such an important moment in the club’s journey. Umbro is a brand with deep authenticity and a strong connection to our supporters, making this partnership a natural fit.
“We are excited by the quality of the products already developed for 2026–27 and incredibly grateful for the way Umbro has worked with us to deliver an outstanding range within an exceptionally challenging timeframe.
“More importantly, our supporters deserve the very best. This agreement represents an important step forward in improving both product and overall retail experience for our fans.”
Ewan Scott, Managing Director Umbro UK, added: “We are incredibly excited to announce our new multi-year partnership with Sheffield Wednesday FC. This collaboration brings together two ambitious organisations with a shared passion for football, community and the culture that surrounds the game today.”
Castore represents the Umbro brand under license, and Danny Downs, Chief Commercial Officer at Castore, said: “We’re extremely proud to support the return of Umbro to Sheffield Wednesday ahead of an exciting new chapter for the club.
“Umbro’s history with the Owls is iconic and deeply rooted in the identity of both the club and its supporters, so bringing the two back together feels incredibly special.
“From the very beginning, there has been a shared ambition to deliver a premium experience for fans, not only through high-quality performance and lifestyle products, but also by elevating the retail experience both online and in-store.”
As part of this transition, Castore will take responsibility for the club’s retail operation, including both the club store and e-commerce platform, and the Owls Megastore will close from today, July 1, until further notice to allow developments to take place.
