Astralis extends and expands hummel deal until 2025 

Time Stamp: March 23, 2022 6:52 AM

Danish esports organisation Astralis has announced a two-year extension of its partnerships with sportswear brand hummel.

According to Kasper Sindt, Astralis’ Commercial Director, the new deal includes expanding into general merchandise collections. Moreover, hummel will now operate Astralis’ webshop and retail for B2B and B2C markets.

Astralis x hummel
Image credit: Astralis

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Astralis initially signed a three-year partnership with the brand in 2020. The deal saw hummel supply Astralis Group’s teams with game/sportswear, including jerseys and training clothes. With the extension, the new partnership will continue until 2025.

Sindt commented: “The agreement is significant, and in addition to the increased commercial value, it also means that we can focus on what we at Astralis are best at, while we benefit from hummel’s extensive experience and expertise in the development and sale of a wide range of Astralis products.”

So far in 2022, Astralis has been incredibly proactive when it comes to securing commercial deals. Over the last few months, the organisation has signed deals with matchmaking platform Esportal, telecommunications company 3 and chewing gum brand Stimorol.

On the other hand, hummel has been relatively quiet when it comes to the esports space. Last year, the sportswear brand teamed up with FUTWIZ for the 2022 FIFA Esports season.

Allan Vad Nielsen, CEO of hummel, also commented: “We chose to extend the contract now, 18 months early, as we want to strengthen the bands between our organisations and brands, to be even better equipped for the coming years of growth.”

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Alongside merchandise and commercial activations, hummel will continue as Astralis’ official clothing partner until 2025. This partnership is said to include all of the organisation’s ‘current and possible future esports teams’. 

Esports Insider says: This is a pretty substantial extension for both companies, particularly given that the deal still had around 18 months left. Clearly, hummel seemed happy with the deal, with the brand now doubling down on its esports efforts with Astralis. Meanwhile, Astralis has given hummel more control when it comes to merchandise and sales operations, which could be a smart move given the brand’s experience in the sector.

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