Starting a new but familiar chapter in the club’s history, Southampton have announced a new partnership with hummel, with the Danish brand taking over from Under Armour at the end of the 20/21 season.
After a four-year partnership, Southampton have confirmed that they have mutually parted ways with Under Armour, with hummel stepping in to pick up the reigns from the beginning of the 21/22 season. The new partnership sees the Saints 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.
The move sees hummel’s influence in the Premier League double, following the commencement of the partnership with Everton at the start of the 20/21 season. Despite the Toffees' partnership with hummel being a club-record kit deal, no financial information has yet been released about the Saints deal.
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.”
Southampton Football Club’s Chief Commercial Officer, David Thomas, commented: “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.”
