As of July 1, 2022, Danish sportswear brand hummel and AS Saint-Étienne have entered into a five-season partnership, in which hummel will design and manufacture bespoke training and game kits for men’s soccer teams, feminine, the academy of the club and Foot. Armchair, as well as a complete range of derived products and Fan.
Hummel, founded in 1923, is one of the oldest team sportswear brands in the world, with an incredible football heritage. The agreement with AS Saint-Étienne will allow Les Verts to become hummel’s new flagship partner in France.
“With ten Ligue 1 titles to their name, Saint-Étienne is one of the historic clubs in French football, and we are incredibly proud to announce this new partnership and expand our presence in European football.“, says Allan Vad Nielsen, CEO of hummel, and continues: “AS Saint-Étienne has a unique identity and character and, at the same time, is a club whose glorious history allows it to remain one of the most supported teams in France with thousands of passionate fans. Furthermore, we partner with a club that shares our values of turning potential into excellence, and we look forward to playing an active role in helping to write the next chapter in the club’s illustrious history.“
the next chapter
After 18 years in the elite of French football, AS Saint-Étienne will play in the second division next season. However, Allan Vad Nielsen is still looking forward to this new partnership with great enthusiasm. This association is also accompanied by a considerable change of the ASSE brand, marked first of all by the arrival of a new logo.
“We see this as a great opportunity to participate in the rebuilding of the club, as although the club faces new challenges with relegation to the second division, it still harbors great potential, both on and off the pitch, and we look forward to being part of the journey that will take AS Saint-Étienne back to where it belongssays Allan Vad Nielsen. This new deal means that AS Saint-Étienne will join Hummel’s football portfolio, which includes: Everton FC, Southampton FC, FC Cologne and the Danish national team.
Jean-François Soucasse, CEO of AS Saint-Étienne: “We would like to thank Hummel for choosing AS Saint-Étienne for his 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 of its experience to bring it all to life through unique jerseys and exceptional product ranges. We are convinced that hummel and Saint-Étienne will achieve important goals together and look forward to writing the next chapter in ASSE’s history.”
Hummel’s AS Saint-Étienne home kit will be available from July 1 and will be launched during a festive event open to the public and involving players.
– AS Saint-Étienne (@ASSEofficiel) June 16, 2022