Southampton announced a new partnership with Hummel, the Danish brand, after mutually parting ways with Under Armour two years before its contract was due to expire.
The English Premier League club had been with Under Armour for four years. The move comes as Under Armour has been severing sponsorship contracts in recent years to reduce overhead.
The five-year Hummel partnership begins with its 2021/22 season. Starting from July 1, Hummel will design and develop match, training and travel wear across the club’s men’s, women’s and academy teams, along with a retail offering. Hummel had partnered with Southampton from 1987 to 1991.
For Hummel, Southampton becomes its second Premier League partner after signing a deal with Everton for the start of its 2020/21 season.
Allan Vad Nielsen, Hummel’s CEO, said: “After 30 years apart, we’re extremely proud and honored to be back as an official partner of Southampton FC. Football is ingrained 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 working with the club on future product collections and fan activations.”
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 organizations can achieve together.”
Photo courtesy Southampton/Under Armour