Wasps agree club-record deal with Hummel

Published by

Nicky Godding

Rugby club Wasps have announced a Club-record technical and retail partnership with iconic sportswear brand hummel.

The long term agreement, which comes into effect for the start of the 2021/22 season, will see hummel manufacture and supply Wasps with bespoke playing, training and travel wear for the Men’s, Women’s and Academy rugby squads, the netball team, and the Club’s coaching staff.

The iconic Danish brand, founded in 1923, is one of the most recognised sport brands in the world. The deal will be the first partnership of its kind for hummel in both rugby union and netball.

hummel is represented in the UK and Ireland by its exclusive Brand Partner Elite Group who, as part of the agreement, will develop and deliver a comprehensive retail offering, as well as operate the Club’s physical and online retail stores.

Wasps Chief Commercial Officer, Adam Benson, said: “The fact that hummel was committed right from the outset to developing an agreement that covered the entire Wasps Sport programme was really important.

“There are ambitious plans to grow the Wasps brand and hummel is an ideal partner to help us achieve that. Everyone at the Club is really excited by the discussions that have taken place and we look forward to working with hummel to deliver a fantastic range of kits and merchandise.

“I would also like to place on record my sincere thanks to Under Armour for all their support over the last six seasons.”

Allan vad Nielsen, CEO of hummel, added: “We are delighted to add the Wasps’ teams to our UK portfolio. We look forward to developing some amazing new technical products and a range of merchandise for Wasps fans of all ages.”

Earlier this month Wasps announced that it had extended its agreement with Newbury-based Vodafone until the end of season 2023/24.

Vodafone and Wasps have enjoyed a successful partnership since the start of the 2019/20 season. The extension of the agreement will see the Vodafone brand continue to feature on the front of the Men’s and Women’s rugby shirts, as well as on the dresses of the Club’s netball team.

Nicky Godding

Nicky Godding is editor of The Business Magazine. Before her journalism career, she worked mainly in public relations moving into writing when she was invited to launch Retail Watch, a publication covering retail and real estate across Europe. After some years of constant travelling, she tucked away her passport and concentrated on business writing, co-founding a successful regional business magazine. She has interviewed some of the UK’s most successful entrepreneurs who have built multi-million-pound businesses and reported on many science and technology firsts. She reports on the region’s thriving business economy from start-ups, family businesses and multi-million-pound corporations, to the professionals that support their growth and the institutions that educate the next generation of business leaders.