Southampton FC inks five-year deal with Hummel

Southampton FC has announced a five-year kit deal with Danish brand Hummel that will begin from July, 2021. As per this deal, the iconic sportswear brands will design the club’s match, training, and travel jerseys across all teams at the club.

This is not the first instance where Hummels and Saints worked together. Hummel has designed Saints FC’s various cult classic outfits from 1987 to 1991, including the design introduced in the 1987/88 season which was based on Denmark’s 1986 World Cup shirts.

While commenting on the latest deal, Saints FC’s Chief Commercial Officer, David Thomas said, “From the moment we first met the Hummel team, it was obvious there was a great connection between us, not only because of our past history, but also because of the potential of what we could achieve together in the future.”

Thomas also insisted that Hummel’s core mission of wanting to change the world through sport aligns perfectly with our disruptive approach to how we behave on and off the pitch. He said, “We hope these shared values will create a unique partnership that not only produces great kits for our players and fans but also redefines the positive impact of two like-minded organisations can achieve together.”

The deal with Hummel ends club’s long-term association with the American sports equipment company Under Amour. The American brand has been supplying the Saints FC their outfits since 2016. The Premier League club and the American brand have mutually agreed to end the partnership following ‘Under Armour’s shift in marketing strategies.

The club did appreciate Under Armour’s efforts during the partnership in the press release on Monday. The club spokesperson said, “Under Armour and Southampton FC have valued the relationship over the last four years and will continue to celebrate the on and off-pitch accomplishments shared together.”

Hummel CEO Allan Vad Nielsen is extremely proud and honoured to associated with Southampton Football Club. He said, “After 30 years apart, we’re back as an official partner of Southampton FC. Football is engrained in our brand DNA at hummel and the partnership with Southampton represents another huge step of our ambitious growth plans and expansion internationally.”

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