The Football Association of Wales (FAW) has appointed Levy Merchandising and its SUDU sportswear brand as Official Retail Partner and Technical Kit Supplier to Cymru’s national teams under a new long-term agreement.

The partnership introduces a vertically integrated model covering the design, manufacture, distribution and retail of official Cymru products. Levy Merchandising will also manage the FAW’s wholesale and licensing programmes.

The agreement covers the senior men’s and women’s teams alongside the under-21, under-19, under-17 and under-15 sides.

SUDU will produce match kits, including home, away and goalkeeper ranges, as well as training and off-field collections.

The 2026/28 Cymru Home PRO shirt will be priced at £90, while adult replica shirts will cost £70 and junior versions £50.

The businesses said the structure is intended to reduce supply-chain costs and make official merchandise more affordable without compromising product quality.

The partnership will also include a six-figure annual contribution from Levy Merchandising towards grassroots projects across Wales, with a programme focused on supporting the physical and mental wellbeing of children and young people due to launch later in 2026.

A new FAW online store has been developed to sell the official range, with features including personalisation, enhanced product search and multiple payment options.

Physical retail activations are also planned at locations including senior men’s and women’s home fixtures.

A dedicated wholesale operation will further expand the availability of Cymru products through third-party retailers in Wales and beyond.

The new official FAW store was launched at 9am on Friday 7 August, alongside the release of the 2026/28 Cymru Home Kit and accompanying training and pre-match ranges, which will be available to consumers for the first time.

“This is a landmark moment for Levy Merchandising and the SUDU brand,” Vinny Clark, Chief Executive Officer of Levy Merchandising, said.

“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.”

“This partnership represents a landmark moment for the FAW,” Noel Mooney, Chief Executive Officer of the Football Association of Wales, added.

“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.”

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