Hummel breaks into esports with Astralis deal
Astralis Group, the prominent Danish esports organisation, has signed a three-year kit supply deal with Hummel, the sportswear brand from the same country.
The agreement will at first focus on the group’s Future FC and Origin teams, which compete in the FIFA and League of Legends games respectively, with the Astralis team itself joining in September.
Financial details for what is Hummel's first foray into esports sponsorship have not been disclosed.
Astralis, a Counter-Strike: Global Offensive outfit, currently has a sponsorship deal in place with Jack & Jones running to the end of the summer.
Hummel will become the main clothing partner for each of the three teams, both in terms of sportswear and game wear, and have already started working on designs for both Future FC and Origin.
Allan Vad Nielsen, Hummel’s chief executive, said: “We are proud to enter the world of esports in partnership with Astralis Group, a true pioneer… Hummel will be in excellent shape lining up with three top brands all fitting our DNA.”
Yesterday, Everton, of English soccer’s Premier League, announced a club record kit supply deal with Hummel.
The three-year contract, which kicks in for the 2020-21 season, is understood to be worth in the region of £30 million ($37 million) and includes playing, training and travel wear.
Hummel will replace Umbro, which has been Everton’s technical partner since 2014.