FAW rewires kit business with seven-year Levy deal
The Football Association of Wales has signed a seven-year partnership with Levy Merchandising and SUDU that combines technical kit, retail, ecommerce, wholesale and licensing rights in a single commercial model.
The Football Association of Wales has agreed a seven-year partnership with Levy Merchandising and its SUDU sportswear brand, creating a vertically integrated model covering kit supply, retail, ecommerce, wholesale and licensing.The agreement is the most valuable kit deal in the FAW’s history and replaces the traditional structure of using separate technical and retail partners, with Levy taking control of the full product process from design and manufacturing to direct-to-consumer sales.FAW chief executive Noel Mooney 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.“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.”SUDU will supply match, training and off-field products across the senior men’s and women’s teams and every national youth side, while Levy will operate the FAW’s new ecommerce platform and expand physical and wholesale distribution.The commercial model is designed to reduce costs by removing licensing intermediaries, with the 2026-28 Cymru home professional shirt priced at £90 and adult replica shirts at £70, around 30% below comparable national team products.Levy Merchandising chief executive Vinny Clark said: “Fans deserve a bespoke and considered product assortment that is available at key moments, and we are here to deliver that.“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.”Levy will also make an annual six-figure contribution to grassroots projects throughout the partnership, supporting physical and mental wellbeing programmes for children and young people across Wales.The FAW’s new online store launches alongside the 2026-28 home kit, with physical retail activations planned around senior men’s and women’s home matches as the association seeks greater control over margins, distribution and supporter data.