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Southampton change kit supplier

Southampton have ended their kit sponsorship with Under Armour two years before the contract ends, reports The Athletic.    The existing deal will be terminated by mutual consent at the end of 2020-21 season and brings a close to a four-year partnership.

The club have also announced a new five-year sponsorship deal with Danish manufacturers Hummel, starting from July 1 2021. The partnership sees the club reunite with a brand who featured on Southampton kits between 1987-1991.

The official statement details that Under Armour have shifted their marketing strategy. In recent times, the American sportswear company has started pulling out of sponsoring teams with their focus said to be on individual athletes.

The Athletic understands Southampton felt Hummel were seen to be the best fit for the club. There were internal concerns that if the club went with a more prominent brand, such as Nike or Adidas, there was a possibility they might have become “just another club” on the roster.

The Athletic is led to believe the termination of the Under Armour deal has also been expected for some time, which has allowed the club time to find the most appropriate kit supplier. The deal with Hummel has, therefore, been agreed for a few months.

The official statement from Southampton is here: https://www.southamptonfc.com/news/2021-01-18/southampton-football-club-hummel-official-kit-supplier

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