Aditya ChaudhuriBritish 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.
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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.“
