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Denmark
The Danish sportswear brand hummel has signed a new multi-season partnership with AS Saint-Étienne and its sports marketing agency SPORTFIVE with hummel becoming the official kit supplier of ASSE.
Starting from 1 July 2022, the Danish sportswear brand hummel and AS Saint-Étienne have signed a five-year partnership, which will see hummel design and manufacture bespoke playing and training kits across the club’s men’s, women’s, the academy and the Powerchair football teams, along with a comprehensive retail offering.
Founded in 1923, hummel is one of the oldest team sport brands in the world with an incredible footballing heritage. The deal with AS Saint-Étienne will see Les Verts become hummel’s new flagship club partner in France.
“With ten Ligue 1 titles to their name, Saint-Étienne is one of French football’s most storied clubs, and we’re incredibly proud to announce this new partnership and to be expanding our presence in European football,” says Allan Vad Nielsen, hummel CEO, and continues:
“AS Saint-Étienne has a unique identity and character, and at the same time it’s a club whose glorious history ensures they remain one of the best-supported sides in France with thousands of passionate fans. Moreover, we’re linking up with a club that shares our values of turning potential into excellence, and we look forward to playing an active role in helping write the next chapter of the club’s illustrious history.”
The next chapter
After an 18-year stay in the topflight of French football, AS Saint-Étienne will be playing in the second division next season. However, Allan Vad Nielsen is still looking forward to the new partnership with great enthusiasm. This partnership is also accompanied by a considerable change to the ASSE brand, marked first of all by the arrival of a new logo.
“We see this as a great opportunity to become a part of rebuilding the club, because even though the club is facing new challenges with the relegation to the second division, it still contains a huge potential both on and off the pitch – and we can’t wait to become a part of the journey of bringing AS Saint-Étienne back to where it belongs,” says Allan Vad Nielsen.
The new partnership agreement means that AS Saint-Étienne will be joining hummel’s portfolio of football partners including Everton FC, Southampton FC, FC Köln, and the Danish national team.
Jean-François SOUCASSE, President of AS Saint-Étienne, said:
“We would like to thank hummel for choosing AS Saint-Étienne for its return to French football. It is obvious that we share a long list of values and beliefs, and as a well-established brand in the world of football, hummel will use all its expertise to bring this to life through unique shirts and exceptional ranges of merchandise. We’re convinced that both hummel and Saint-Étienne are going to achieve important goals together, and we look forward to writing the next chapter of ASSE’s history.”
The first AS Saint-Étienne kit from hummel will be available from 1st July and launched at a festive event open to the public and attended by the players.