Guild Esports inks Hummel deal

Aditya Chaudhuri Aditya Chaudhuri

British esports organisation Guild Esports has announced a new three-year deal with international sports and fashion brand Hummel. The Danish brand will join as Guild’s Official Technical Kit Partner and will receive branding presence on the front of its team jerseys.

The partnership will see Hummel provide the David Beckham co-owned organisation with jerseys and other sportswear. The sponsorship deal is reportedly be worth £700,000 and will grant Hummel the exclusive rights to production and sale of Guild-branded apparel. Guild is also set to receive a “double-digit” share of the merchandising revenue.

The partnership was finalised through SportsPro, the UK licence and rights holder for Hummel.

Also watch: A conversation with esports athlete Mayank Prajapati

Jasmine Skee, Chief Executive at Guild Esports, said:

We are delighted to welcome Hummel, an internationally renowned sportswear brand, to the Guild family. This partnership not only brings more sponsorship revenue but also marks a step change in our merchandising efforts, with the potential to enable our fans to buy a premium-quality range of Guild-branded products through some of the UK’s biggest retailers for the first time.

We are proud to have the Hummel name on our players’ jerseys as they compete across the world’s biggest esports tournaments.

Allan Vad Nielsen, chief executive of Hummel, added:

We are thrilled to welcome Guild Esports to the Hummel family. As a brand, we have always been committed to developing local communities and promoting diversity and inclusion, and we see these values reflected in Guild’s approach to esports.

Chris Kirby, Chief Executive at SportsPro, stated:

I’m really excited by this partnership, as it’s a great synergy, aligning many important values across both companies.

Guild Esports inks deal with hummel
Share this article
Aditya Chaudhuri

Aditya Chaudhuri

Hailing from the City of Joy, the things that bring me joy are cricket, a good non-tilt CS:GO session, F1 and movies.

Follow the author’s social media

Leave a Reply

The value is incorrect

The value is incorrect

The value is incorrect

Something went wrong. Please, try again later

Your comment has been sent!

Latest from

BLAST partners with Revoult

BLAST partners with Revoult

Esports tournament organiser BLAST has signed a partnership agreement with global financial tech company Revoult, which comes on board as a Presenting Partner for the BLAST Premier Spring Final event,...

Esports World Cup Foundation inks deal with Barn's Coffee

Esports World Cup Foundation inks deal with Barn's Coffee

The Esports World Cup Foundation (EWCF) has announced a partnership agreement with Barn's Coffee, which comes on board as the Exclusive Coffee Brand for the upcoming Esports World Cup, set...

Vitality teams up with Abios

Team Vitality teams up with Abios

Esports organisation Team Vitality has announced a long-term partnership agreement with esports data and tech provider Abios. The partnership is aimed at enhancing the French esports side's fan engagement application,...