British esports organisation Guild Esports has announced Danish sportswear brand hummel as its latest partner in a £700,000 deal.
The partnership, which is expected to last for at least three years, was made possible through SportsPro, the UK licence and rights holder for hummel.
The deal will see hummel provide Guild’s teams with jerseys and other sportswear. Officially, hummel will act as the ‘Technical Kit Partner’ for Guild. The overall value of the sponsorship is £700,000, and the first hummel-branded items will appear online in October 2023.
Hummel is a Danish sportswear brand with over 100 years of experience in creating apparel for professional athletes. The brand is the official supplier for the likes of Danish national football team and Premier League club Everton FC. In the case of Guild Esports, hummel will provide a jersey for Guild Esports players, as well as a hoodie, sweatpants, headgear and luggage.
Interestingly, hummel has recently doubled down on its esports partnerships. The sportswear company has extended its partnership with another Danish brand, Astralis, but also signed a partnership with Team Vitality. Hummel replaced Adidas as the official apparel partner for the French esports organisation.
An aspect to this partnership which is relatively rare in esports is the fact that hummel and Guild Esports agreed on a performance-linked sales payment plan, meaning that the overall value of the partnership can grow. Guild and hummel expect the deal to grow to over £1m.
Jasmine Skee, CEO of Guild Esports, commented on the deal: “This partnership is an important milestone in our merchandising efforts: for the first time, our fans have the potential to buy a premium quality range of Guild-branded products at some of UK’s largest retailers.”