Sunderland AFC has agreed a new multi-year extension with hummel, continuing a collaboration that has become one of the club’s most commercially impactful partnerships in recent seasons. The renewal comes at a pivotal moment following Sunderland’s return to the Premier League, a development that has significantly boosted global visibility and demand for club merchandise. The…
AFC Bournemouth has agreed a five-year kit supply partnership with Hummel, SportBusiness has learned. The deal will begin with the 2026–27 season and runs through to 2031, marking a long-term commercial commitment between the Premier League club and the Danish manufacturer. The agreement adds Bournemouth to Hummel’s growing portfolio of clubs and national teams, as…
The World Cup kits had never been this balanced. The 2022 Qatar tournament will be remembered not just for Argentina’s golden medal, but for another historic moment: the end of a 20-year era in sports equipment supply. The numbers tell the story: Adidas held an average 42% market share of World Cup team suppliers from…
German club 1. FC Köln has launched a special edition kit titled the “WE:FC Culture Jersey,†designed specifically without partner logos to put the spotlight on the city, the club, and its deep-rooted fan culture. Partners Step Back for Culture In a rare move in modern football business, main partners REWE and DEVK have agreed…
