Southampton FC announced that it has agreed a partnership with sportswear brand, hummel. The appointment of hummel follows an extensive search to find a new partner that shares the club’s values and desire to push the boundaries.

The partnership also sees the club reunite with a brand who will already be familiar with many supporters, with their famous chevrons and bumblebee trademarks having featured on 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.

As the club’s Official Kit Supplier, hummel will 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.

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.”

The club can also confirm that it has mutually agreed with Under Armour to end its existing partnership at the end of the 2020/21 season, following Under Armour’s shift in marketing strategies.


Comments (1)

I bet that at least once in this five year tenure there will be a reincarnation of the late eighties Denmark-style shirt. That said, I believe Hummel are more in touch with supporters' preferences for maintaining club traditions and this must be seen as an improvement on Under Armour

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