Millwall FC announced an agreement with iconic sportswear brand hummel to become its new technical and retail partner.
The five-year agreement, which comes into effect for the start of the 2022/23 season, will see hummel manufacture and supply the club with bespoke playing, training, and travel wear for the first team, Academy, Millwall Lionesses, Millwall Romans, and coaching staff.
hummel, founded in 1923, have a rich history and tradition and are one of the most recognisable brands in the world of sport. They are represented in the UK and Ireland by exclusive brand partner Elite Group who, as part of the agreement, will provide Millwall supporters with a comprehensive retail offering including management of the Lions Store and its online platform.
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Stuart Lock, Millwall’s commercial director, said: “We’re incredibly excited to be announcing details of what the club sees as a ground-breaking deal with a prestigious brand in hummel. It is clear that we share a long list of values and beliefs with hummel and we look forward to the partnership growing in strength during the months and years ahead of us. The quality of playing, training, and travel wear will speak for itself but this is also a transformational move in terms of enhancing the club’s entire retail operation to provide supporters with the best possible offering and service.”
hummel CEO Allan Vad Nielsen added: “Millwall is a club like no other, and we’re extremely proud and honoured to be selected as the club’s official technical and retail partner. Our brand remains closely connected to the UK football world, and this new partnership will allow us to grow our presence even more and become a household name. Both hummel and Millwall have wonderful histories, place great value in tradition, character, and their local communities, and we look forward to providing the players, staff, and - most importantly - the loyal supporters with exceptional products that will proudly carry the lion crest.”
