The Football Association of Wales (FAW) is pleased to announce a long-term partnership with Levy Merchandising and its premium sportswear brand SUDU, appointing the company as Official Retail Partner and Technical Kit Supplier to Cymru’s national teams.
The agreement is a fundamentally new operating model for Welsh football. Where national associations have historically split their commercial rights between separate kit and retail providers, the FAW has instead appointed a single, fully vertical partner in an innovative model that removes middlemen and prioritises the Association, its players and fans.
Levy Merchandising is responsible for the complete end-to-end process – designing and manufacturing the kit under its SUDU brand, selling it direct to supporters through a bespoke new ecommerce platform and physical retail, fulfilling every order, and running the FAW’s wholesale and licensing programs as exclusive rights holder across the full product range.
Siop Cymru
Launching soon
What that structure delivers first is premium quality at a sensible price. Levy Merchandising was founded in October 2023 out of a straightforward conviction: that pro and replica shirts have become too expensive for the fans who wear them. By removing the traditional brand licensing layer and bringing design, manufacture, distribution and retail into a single entity, the model strips cost out of the supply chain rather than out of the product, meaning market-leading technical product can be produced without fans having to pay exorbitant prices.
The 2026/28 Cymru Home PRO shirt will retail at £90 – on average around 30% less than comparable national team home shirts. Adult replica shirts will retail at £70 with juniors at £50, both around 30% less expensive than comparable national team shirts from other brands. The verticalised supply chain approach means that in addition to the savings that fans will enjoy, profits generated by the model are reinvested back into the Association and back into the game in Wales.
Social responsibility is a key focus for SUDU and Levy Merchandising and this extends to the communities the partnership serves. Levy Merchandising is committing an annual six-figure contribution across the life of the agreement to grassroots projects across Wales, supporting the physical and mental wellbeing of children and young people through community-led work. The programme launches later in 2026.
Vinny Clark, Chief Executive Officer of Levy Merchandising, said: “This is a landmark moment for Levy Merchandising and the SUDU brand. We feel incredibly privileged to have the honour of kitting out the men’s, women’s and youth teams across several tournament cycles in addition to better serving Welsh fans through a broader and enhanced retail offering.
“Fans deserve a bespoke and considered product assortment that is available at key moments, and we are here to deliver that. Our team are acutely aware of the tremendous responsibility that comes with representing a nation and our commitment is to put the needs of the Association, its players and its fans above all else.
“For a year, we have been gaining an intimate knowledge of Welsh football culture and heritage, absorbing and learning from our colleagues at the FAW to create product that fans can be proud of. We have also been working closely with Craig, Rhian and player groups from the men’s and women’s teams to ensure the optimal technical performance of our range.
“Our work will also extend into local communities across the country, delivering meaningful projects where they matter most. Showing up counts – and this is a commitment to Wales that goes well beyond the product we make. We know that more recognisable brands exist, but our promise is that we will offer product, service, delivery and community outreach to a level that no other brand is able to.”
Noel Mooney, Chief Executive Officer of the FAW, said: “This partnership represents a landmark moment for the FAW. It is the most valuable kit agreement in our history and reflects the progress Welsh football has made both on and off the pitch.
“From the very beginning, we’ve built a trusted relationship with SUDU. They have taken the time to understand who we are as an organisation, what Cymru means to our supporters and the important role football plays within Welsh culture. That understanding is reflected not only in the design of our new home kit, but in the ambition we’ve developed together for the future.
“Importantly, this partnership is about much more than supplying our national teams. It supports the wider work of the FAW, helping us invest across every area of Welsh football while ensuring the benefits of our commercial success are felt throughout the game.”
Design and manufacture
Levy Merchandising holds exclusive rights to design, manufacture and supply all technical product to the FAW, delivered through its sportswear brand SUDU. That covers match kit — home, away and goalkeeper kits in both pro and replica specification — alongside training wear collections and other off-field ranges.
The agreement spans every team representing Cymru: the senior men’s and senior women’s national teams and the full youth pathway at U21, U19, U17 and U15.
A more accessible price point does not come at the expense of the product. SUDU’s design team creates a bespoke range for each partner, developed in consultation with men’s and women’s first team players and built using innovative technical fabrics.
Retail and ecommerce
The new FAW official online store has been built from the ground up as a bespoke destination for all official Cymru products. It introduces custom personalisation builds, enhanced search and browsing, and a friction-free checkout with multiple payment options including buy now, pay later.
There is also a commitment for physical retail activations at strategic points and locations throughout the partnership, including presence at senior men’s and women’s home fixtures.
The new official FAW store goes live at 9:00am tomorrow, Friday 7 August 2026, launching alongside the Official 2026/28 Cymru Home Kit and accompanying training and pre-match ranges – available for consumer purchase for the first time.
Wholesale and licensing
A dedicated wholesale sales function will see a broader third-party retail distribution strategy, developing the retail footprint within Wales and beyond, whilst increasing the accessibility of product for fans. A non-exclusive distribution strategy will also generate greater gains commercially for the FAW.
