Sport at the University of Sunderland has always been important, as it is to the City and to the North East of England. In 2002, University Sport Sunderland (USS) first came into existence, its creation highlighted the coordinated delivery of sport and recreation services from the University (Academic and Sports Delivery) and also the Students' Union (Clubs and Societies). Ivan Whitfield was appointed as Director of Sport to lead the new sports alliance, and to increase the opportunities available through the services of sport at the institution.
The USS logo is a symbol of all Sport and Recreation at the University and has helped instill a team mentality and togetherness. The brand logo has similar design influences as the University logo, adopting the 'flash' concept and also the corporate colours of nasturtium and dark blue. This identity is now clearly visible in all USS team wear and playing kits. USS is proud to be supported by one of the world's leading clothing brands PUMA, and now offers subsidised team wear to students and staff from the Main sports office on City Campus.