Southampton Signs Five-Year Kit Deal With Hummel

Southampton Football Club has agreed a five-year partnership with sportswear brand, hummel  starting 1st July 2021.



The appointment of Danish brand hummel follows the mutually agreed termination with its existing kit supplier, Under Armour, at the end of the 2020/21 season, following the American company’s shift in marketing strategies.


The hummel brand is synonymous with 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.

Speaking of the partnership, 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, 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.”