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NEWS: Coventry City announce extension of its agreement with Hummel!

10 June 2021

Coventry City are delighted to announce the extension of its agreement with Hummel!

The Sky Blues and the Danish sportswear company have agreed a new 7-year deal, up until the end of the 2027/28 season.

The partnership will see Hummel continue to produce bespoke kits each season as well as a range of training wear, having been the Sky Blues retail and technical partner since the start of the 2019/20 season.

With the Sky Blues returning to Coventry from the 2021/22 season, Hummel’s range of kit and other products will be available to buy from a new Club Shop at the Ricoh Arena, soon to be known as the Coventry Building Society Arena, with work already underway to transform the space for the new Shop.

Coventry City and Hummel have been praised by supporters and throughout the world for their superb, unique kit designs over the last two years, including two popular home shirts, the iconic Two-Tone third kit, this season’s City of Culture shirt and more.

This year, a total of over 26,000 shirts have been sold across the kits - with both the Home and Away shirts outselling last season’s Home and Away shirts. While this year’s 3rd shirt hasn’t outsold last year's iconic Two-Tone shirt, it has sold 5 times as many as the 3rd shirt in the last season with the Club’s previous kit supplier.

Founded in 1923, Danish sportswear brand Hummel are one of the oldest team sport brands in the world with an incredible footballing heritage. The portfolio of English clubs wearing the famous Hummel chevrons next season will include Everton, Southampton, Middlesbrough, Bristol City and Charlton Athletic.

Mark Underwood, Managing Director at Hummel UK, said:

“Following a fantastic initial term, we are delighted to extend our partnership for a further 7 years.

"Coventry City FC is a superb club to work with, full of great people and fans that are passionate about their Hummel kits.

"We are excited about our future, and building our retail business back in the city.”

Coventry City Chief Executive, Dave Boddy had this to say: “We are delighted to announce that we are extending our agreement with Hummel to our Technical and Retail Partner, agreeing a new 7-year deal.

“We have really enjoyed working with Hummel over the last two seasons and they have helped us to increase our retail revenue by four times compared to when we first started working with them. 

“Together we have also created excellent and iconic kits, bespoke and unique to Coventry City, that have been hugely popular with our supporters.

“We look forward to working with them to continue our progress on the retail side of the club and continuing our tradition of fantastic kits, and now with our return to the Ricoh Arena and launching our new Club Shop with them in July.”


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