Saints rekindle 30-year hummel partnership

Saints have today confirmed a new five-year kit deal with hummel.

The partnership, which will start on the 1st July 2021, sees the Danish sportswear brand rekindle their former romance with the Club, having manufactured Saints kit during the late 1980s/early 1990s.

In the same announcement, Saints also advised they had mutually agreed with Under Armour - the current supplier - to end the existing partnership at the end of this season, citing a shift in the American organisation's marketing strategy.

hummel's selection follows an extensive search to find a new partner that shares Saints values and desire to push the boundaries.

Famous for their chevrons and bumblebee trademarks, hummel provided several cult classic Southampton kits between 1987-1991, including the design introduced in the 1987/88 season, which was based on Denmark’s 1986 World Cup shirts.

Allan Vad Nielsen, hummel’s CEO said: “After 30 years apart, we’re extremely proud and honoured to be 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.

“Southampton has continuously proven its pioneering and innovative approach in the game and along with its strong values and history, this is a perfect fit for hummel. Together, we share the same values of turning potential into excellence on and off the pitch, and we are truly looking forward to be working with the club on future product collections and fan activations.”

hummel will now design and develop match, training and travel wear across the club’s men’s, women’s and academy teams, along with a comprehensive retail offering.

Southampton Football Club’s Chief Commercial Officer, David Thomas, commented:

“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.

“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.

“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 two like-minded organisations can achieve together.”

Article by Ben Stanfield


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