Danish organisation Astralis Group has established a “comprehensive” three-year sponsorship agreement with Danish sportswear brand hummel.
The deal initially includes Future FC and Origen, with Astralis‘ involvement coming once its deal with Jack & Jones ends in mid-September.
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The three-year deal will see hummel supply each of Astralis Group’s teams with “game- and sports-wear” as the overarching clothing partner – a release states that collaborative designs for both Future FC and Origen are already underway. Financial terms of the partnership have not been disclosed at the time of writing.
Jakob Lund Kristensen, CCO and Co-founder of Astralis Group, spoke on the agreement in a release: “We have been working on finding the ideal partner across all teams for a while, and hummel was actually the first brand we considered when the possibility of entering a group sponsorship presented itself. In many ways, we have similar visions and like to exceed limitations. At the same time, hummel has a history and a legacy within sportswear, which is an ideal fit for our ambitions to professionalize esports even more.”
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At least one brand under Astralis Group ownership is partnered with the likes of Audi, Unibet, Logitech G, Secretlab, OMEN by HP, GLHF, Newzoo, Royal Unibrew, CS.Money, and Turtle Beach.
Allan Vad Nielsen, CEO of hummel, also commented: “We are proud to enter the world of esports in partnership with Astralis Group, a true pioneer in an industry characterized by innovation, ongoing evolution and professionalization. The global development of esports merchandise is a great opportunity and hummel will be in excellent shape lining up with three top brands all fitting our DNA.”
Esports Insider says: There’s a lot of potential value across each of Astralis Group’s brands so we’re not surprised to see it continue to forge big deals like this with hummel. While financial details have purposefully been kept behind closed doors, a three-year partnership including Astralis, Origen, and Future FC can’t be cheap! We’re waiting to see what products come from this collaboration.
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