Hummel, after 30 years apart, has returned as an official kit partner of Southampton FC ‘stating it’s time for the next chapter!’
From July 2021, the five-year partnership will commence the partnerships ‘next chapter’ which will see the sportswear brand produce match, training and travel apparel for the men’s, women’s and academy teams, along with a comprehensive retail offering.
Furthermore, the partnership will see Hummel combine their renowned product ‘innovation and passion’ for doing things differently to help the club progress on and off the pitch.
Southampton’s Chief Commercial Officer, David Thomas, spoke on his happiness for the partnership: “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,” he explained.
“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.”
Previously, Hummel manufactured the Saints’ kits between 1987 and 1981, including the famous 1987/88 design which was based on Denmark’s 1986 World Cup kit.
In a joint statement released by the club and the Danish brand, the collaboration will pave the way ‘for a better tomorrow by creating positive change through sport’ as Hummel’s vision ‘aligns perfectly with the club’s own mission of turning potential into excellence on and off the pitch’.
Allan Vad Nielsen, Hummel’s CEO, also added that: “After 30 years apart, we’re extremely proud and honoured to be back as an official partner of Southampton FC.
“Football is ingrained 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 working with the club on future product collections and fan activations.”