January 23, 2021

The deal kicks in with the 2021-22 season.

 Last week, Premier League club Southampton announced they’d be parting ways with their current kit supplier, Under Armour, at the end of the current season. The American sports equipment manufacturer has been working with the Hampshire-based club since 2016.

Previously set to run until the end of the 2022-23 season, the deal has been cut short by both Southampton and Under Armour mutually deciding to part ways on the UK£9m-a-year agreement; the latter looking to change its marketing strategy to focus on sponsorship deals with individual athletes instead of teams in the wake of the negative financial implications of the COVID-19 pandemic.

Southampton are replacing Under Armour with Danish sportswear brand Hummel. The two have reached a five-year agreement that will commence next season onwards. Aarhus-headquartered Hummel previously served as the Saints’ kit supplier between 1987 and 1991.

Commenting on the deal, Southampton’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.

“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.”

Hummel’s chief executive Allan Vad Nielsen added:

“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.”

Southampton currently lie 9th in the Premier League table, five points behind Liverpool in 4th.

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