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Hummel makes esports debut in kit deal for Astralis teams

(Photo by Norbert Barczyk/PressFocus/MB Media/Getty Images)

Esports organisation Astralis Group has signed up Danish sportswear company Hummel as its new kit and apparel supplier.

The deal is the brand’s first entry into the esports market and will run for three years.

It will initially extend across Astralis Group’s Fifa team Future FC and its League of Legends team Origen, before also including the Counter Strike: Global Offensive team (known as Astralis) once its contract with clothing brand Jack & Jones expires in September.

The agreement will involve Hummel supplying all official game and sportswear for the teams, with the design process for Origen and Future FC kits already underway.

For Astralis Group, it is the first sponsorship deal which extends across all three of its properties.

Jakob Lund Kristensen, chief commercial officer and co-founder of Astralis Group, said: ”We have been working on finding the ideal partner across all teams for a while, and Hummel was actually the first brand we considered when the possibility of entering a group sponsorship presented itself.”

Allan Vad Nielsen, chief executive of Hummel, said: ”All teams in the Astralis Group portfolio are among the best in the world with a massive fan base and audience. This is a global partnership with significant potential for further expansion. More than anything, it will introduce Hummel to new markets and new consumers.”

The news follows Hummel’s entry into the Premier League football market having signed a three-year deal with Everton, worth around £9.5m (€10.6m/$11.6m).