Umbro set for Sheffield Wednesday return as Macron deal ends

Umbro set for Sheffield Wednesday return as Macron deal ends

Sheffield Wednesday are expected to have a new kit manufacturer next season, with Umbro understood to be in line for a return to Hillsborough.

The Owls are heading into the new League One campaign with a renewed sense of optimism following the takeover by Arise Capital Partners, and significant work is already taking place behind the scenes. David Bruce has arrived as chief executive, Simon Wilson is set to join as sporting director, major squad rebuilding lies ahead, and early stadium improvement work is already underway.

Away from matters on the pitch, one commercial decision will be of particular interest to supporters. According to The Star, Wednesday are likely to move away from Macron and return to Umbro, reviving a partnership closely associated with one of the club’s most fondly remembered eras. No agreement has yet been formally announced, but the report suggests Umbro are the frontrunners.

Speculation around a change had already gathered pace after Macron products were removed from the club Megastore earlier this month. The Star had previously reported that, despite the existing deal having years left to run, Wednesday’s period in administration gave the club the option to exit or renegotiate certain existing contracts. That Macron agreement has now been terminated.

The Macron deal was originally struck in 2021 during Dejphon Chansiri’s ownership. It is understood that the arrangement brought a sizeable sponsorship payment into the club, but was less favourable when it came to the club’s individual retail return, contributing to the high prices supporters have paid for replica shirts in recent seasons. Wednesday entered administration owing Macron around £1.3m, with the company set to recover only a fraction of that as an unsecured creditor.

For many fans, the potential return of Umbro will carry obvious nostalgic appeal.

Wednesday first wore Umbro in the 1970s before switching to Bukta, then returned to the double-diamond brand in 1984. That second Umbro spell lasted until 1993, covering two promotions and, most memorably, the club’s 1991 Rumbelows Cup triumph. Several of the shirts from that period remain among the most iconic in Wednesday history.

After Umbro, Wednesday moved through a succession of manufacturers: Puma from 1993 to 2001, Diadora from 2001 to 2007, Lotto between 2007 and 2009, a return to Puma from 2009 to 2014, and Sondico from 2014 to 2017. The Chansiri-owned Elev8 brand then supplied the club’s kits between 2017 and 2021, before Macron took over.

A return to Umbro would therefore feel like more than a simple supplier change. At a time when Wednesday are trying to reset their identity under new ownership, reconnecting with a brand tied to one of the club’s great modern periods is likely to be warmly received by supporters.

The next kit reveal is already shaping up to be one of the most anticipated in years.