Premier League side Southampton FC have agreed a new five-year partnership with sportswear brand, Hummel.
The new deal, that will start from July 1, 2021, will combine Hummel's "product innovation and passion for doing things differently to help the club progress on and off the pitch," according to an official statement.
The news comes as Southampton end their current deal with Under Armour two years before the contract ends, bringing to an end the four-year partnership. The statement details that the reason for the contract termination is due to Under Armours shift in marketing strategy, with the sportswear brand opting to focus on individual athletes rather than teams.
The Danish brand was selected as its replacement as its core values align closely to that of the club, "by creating positive change through sport", with Southampton claiming their own mission is to turn "potential into excellence on and off the pitch."
It is not the first time the two have partnered before, after Hummel feature on shirts between 1987 and 1991.
As the club's official kit supplier, the brand will design match, training and travel wear across the club’s men’s, women’s and academy teams, along with a comprehensive retail offering.
“After 30 years apart, we’re extremely proud and honoured to be back as an official partner of Southampton FC," started Allan Vad Nielsen, Hummel CEO.
"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.”
David Thomas, Southampton chief commercial officer, added: "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.”
Author: Jake Wilkin