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NEWS: Coventry City sign kit supply agreement with hummel

24 February 2023

Club News

NEWS: Coventry City sign kit supply agreement with hummel

24 February 2023

Coventry City are delighted to confirm that it has reached a new kit supply agreement with hummel and its new UK licence and rights holder SportsPro.

The three-year deal will see the iconic Danish sportswear giant supply the Sky Blues’ playing kit and training kit.

Coventry City and hummel have been praised by football fans throughout the world for their superb and unique kit designs since 2019, including four popular home shirts, the iconic Two-Tone third kits, City of Culture shirt and this season’s kits, celebrating the anniversary of the City’s Cathedral.

The partnership will see hummel continue to work alongside Coventry City to produce bespoke kits each season, as well as a range of training wear, all of which will be available to buy from the Club Shop and Online Store.

SportsPro have managed to headhunt several key staff from Elite Group UK, our previous retail partner, including Rob Revell - the kit designer who Coventry City’s internal kit team has worked closely with over the past four seasons.

Coventry City Head of Commercial Tynan Scope said:

“We are delighted to announce that we have reached a new agreement with hummel UK to be our kit supplier and to be working with them again for the next three seasons.

“Through our previous partnership we have been able to produce some iconic kits, which have proved incredibly popular with fans and resulted in record breaking sales. The new partnership sees us continuing to work with many of the people who were integral in producing those kits, and our kits will continue to be bespoke and eco-friendly.”

He added:

“This is a kit supply agreement only. The operation of the Club Shop and Online Store will now be brought in-house, with a new Head of Retail appointed in due course.”

Chris Kirby, CEO of SportsPro said:

“We are extremely delighted to have been chosen to partner with Coventry City, they are an extremely important asset to the hummel portfolio.

"As a business our philosophy is to produce garments that embodies the heartbeat of the football club and that have character and class. Over the term, and hopefully beyond, we will work extremely hard to ensure that players, staff and most importantly the supporters wear our garments with pride.”

hummel CEO Allan Vad Nielsen said:

"For us, this partnership goes beyond a mere business deal - it's a celebration of two iconic brands joining forces to create something truly extraordinary. Throughout our years of collaboration, we have built a strong bond with the club and its devoted supporters, and we are thrilled to keep producing distinctive and remarkable kits that reflect the Sky Blues' unique character and spirit."


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