6 UK Teams Have Already Left Hummel After Bankruptcy, Only 3 Renewed Kit Deals
Apr 23, 2023, by Chris
- Distributor Bankruptcy: Hummel's UK distributor, Elite Sports Group, went into administration, causing significant disruption for UK clubs.
- Team Departures: Six UK teams have already left Hummel, while only three have renewed their kit deals.
- Uncertain Future: Many other UK teams face uncertainty regarding their future with Hummel due to the distributor's collapse.
In November 2022, Elite Sports Group, the UK distributor for Danish sportswear brand Hummel, have gone into administration, leaving many British football clubs in limbo. Now with the 22-23 season nears its end, teams have to decide which kit maker they want for the 2023-2024 season...
UK Hummel Football Teams Abandon Hummel as Distributor Went Bankrupt
Six UK teams have already left the brand (including Wimbledon, Bristol City, and Millwall), while only three have renewed their deal (Everton, Coventry City, and Kilmarnock). Over 10 others could also leave Hummel.
Hummel already have a new UK distributor
In fact, the distributor's collapse has resulted in many clubs being unable to restock their stores and raised questions about their future relationships with Hummel. The webstore of Hashtag United has been displaying an info message since November 2022, and some orders that were already paid for were not processed.
Everton extended their Hummel deal until 2023-24, while Coventry City and Kilmarnock recently signed new three-year deals. However, the future remains uncertain for other clubs, including Southampton, Hashtag United, Northampton Town, Hyde United, Cambridge United, Fleetwood Town, and Crusaders.
❌ LEFT HUMMEL - New Kit Maker From 23-24
- Bristol City (O'Neills - switched to 23-24 kits during the season)
- Ayr United (O'Neills)
- Millwall (Errea)
- Newport County (VX3 Sportswear)
- AFC Wimbledon (Umbro)
- Oldham Athletic (Puma)
✅ STAY WITH HUMMEL - Hummel to Make at Least 23-24 Kits
- Everton (deal extended until 2023-24)
- Coventry City (new three-year deal until 2026)
- Kilmarnock (new three-year deal until 2026)
❓ NOT KNOWN - Could Have a New Kit Maker From 23-24
- Southampton (deal originally valid until 2026, possibly signed with Hummel main company)
- Hashtag United (webstore offline since November 2022, orders were ended from one day to the other - likely to leave Hummel)
- Northampton Town (no announcements made yet)
- Hyde United
- Cambridge United
- Fleetwood Town (22-23 kits sold for half price)
- Crusaders (virtually no stock for 22-23 kits and other gear)
Hummel teams outside the UK are not affected
It is important to know that all Hummel teams outside the UK are not affected by the distributor's administration at all.
Our Verdict - Hummel Will Not Have More Than 5 Major UK Teams in 23-24 Season
So far, Hummel only managed to renew deals with three UK clubs, even though they are among the most important. We expect most of the smaller and mediocre teams to leave Hummel as well, while Southampton is 50/50.
As a club director, would you sign a new deal with Hummel and their new distributor (SportsPro)? Let us know in the comments below.
Helmond Sport 26-27 Home Kit Released
Dutch Eerste Divisie side Helmond Sport have officially revealed their new 2026-27 home kit, produced by Saller. Themed 'De rode draad die ons verbindt' (The red thread that connects us), the new shirt is designed to represent the story of the club's life, its supporters, and its history. The Saller Helmond Sport 2026-27 home kit will be available for pre-order starting July 1, 2026.
DOAF x Nike Total 90 Beautiful Game Shoes Revealed
The DOAF x Nike Total 90 "Beautiful Game" Sneakers have been revealed, a highly limited collaboration.
Celebrating the iconic Total 90 football boot lineage, these special edition lifestyle sneakers are restricted to a strict production run of just 300 pairs worldwide. The DOAF x Nike Total 90 "Beautiful Game" shoes will be officially released on July 14th and will be available exclusively via GOAT.
FC Barcelona 26-27 Kit & Font Revealed
FC Barcelona's new kit for the 2026-27 season has been just revealed, including an all-new kit typeface.
Sheffield Wednesday Announce Umbro Kit Deal
Sheffield Wednesday and Umbro have officially announced a multi-year partnership, reuniting the two British football brands. Starting from the 2026-27 season, the famous Double Diamond logo will once again feature on the club's home, away, and third kits, replacing previous supplier Macron.
The reunion brings a heavy dose of nostalgia for the Owls. Umbro previously supplied Sheffield Wednesday's kits during a highly successful period from 1984 to 1993, an era that included memorable cup runs and the club's historic 1991 League Cup triumph at Wembley Stadium.
Meyba Willem II 26-27 130th Anniversary Home Kit Released
The new Willem II home shirt was released today to celebrate the club's 130th anniversary. Made by new supplier Meyba, who replace Robey, the Willem II 2026-27 home kit will be worn in the Eredivisie.
The Meyba Willem II 2026-27 home jersey features the club's classic tricolor design with red, white, and blue vertical stripes. In a nod to the club's heritage and to keep the design as pure as possible for the 130-year milestone, the kit does not feature a main sponsor on the front.
This release marks the first kit produced by Meyba for the Dutch club following the announcement of their partnership in March 2026.
Bochum 26-27 Home & Away Kits Released
The new VfL Bochum 2026-27 home and away kits were officially released today. Made by Mizuno, the new kits will be worn in the upcoming 2. Bundesliga campaign. The launch is centered around the theme "Du trägst es in dir" (You carry it inside you), celebrating the deep connection between the club, its crest, and the fans.
The Mizuno VfL Bochum 2026-27 home shirt features a gradient design transitioning from dark floodlight blue to royal blue. The focal point of the design is the club crest, which represents the heart of the team and connects generations of supporters.
The Mizuno VfL Bochum 2026-27 away shirt offers a contrasting look in light blue with a unique graphic design and a patterned collar.
Shrewsbury Town 26-27 Away Kit Released
Shrewsbury Town's new 2026-27 away kit was officially released today.
The Oxen Sports Shrewsbury Town 2026-27 away shirt introduces a vibrant look, featuring an amber base combined with blue trim on the collar and cuffs. Subtle stripes are incorporated directly into the fabric to give the shirt a textured finish.
