Sunday is backed by Odyssey not sure that's ever been a secret.
Don't think it compares to the Avocet attempt to move into the BMX market.
A move based on bullsh1t but an argument that's been done to death and even bore me now.
Jim Cielencki was/is the owner of Sunday/Sabbath bikes and is a true rider, his relationship with Odyssey is well known
as they produce his pedal.
I've read somewhere, Jim (I think) set up the company and was already a bike co then got backing from his mates/contacts at Odyssey.
Oh and the Sunday frames have a reputation for quality.