Southampton FC earlier today announced that they've signed a kit deal with Hummel, replacing Under Armour.
The deal between Hummel and Southampton will run for an initial five years and was made possible by the club and Under Armour agreeing on a premature end to their partnership after the 2020-21 season. According to the official announcement, this is due to "Under Armour’s shift in marketing strategies."
It's not the first time that Hummel produce the Saints' kits following a short stint between 1987 and 1990. The 1987-88 design was iconic, based on the template of Denmark's timeless 1986 World Cup shirt - which was recently "re-released" by Hummel.
Could we see the return of some of their classic designs? pic.twitter.com/VT5y16m2VO— Classic Football Shirts (@classicshirts) January 18, 2021Allan 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 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.”
Are you glad to see Hummel return to making Southampton FC's kits in the 2021-22 season? Comment below, and check out the Kit Overview for more.