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.
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Set against an off-white base, the standout feature of the shirt is a massive howling wolf graphic across the front. The silhouette of the club's emblem is brought to life through intricate Mesoamerican and folk art motifs, filled with vibrant shades of teal, red, yellow, orange, and violet. Matching cultural diamond patterns run down the red side panels, while the sleeve cuffs are detailed with horizontal sequences representing various Latin American flags.
The reverse side continues the celebratory theme with a sun wheel and mythological fauna gracing the upper back. Centered below is the club's rallying cry, "DALE LOBOS," printed in a bold red textured font and framed by geometric borders.
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Elegant golden trim outlines the classic polo collar and sleeve cuffs, complemented by monochrome gold sponsor branding and a reimagined two-tone club crest that references 1980s and 1990s iconography alongside the historical Giovanni Baldesio legend.
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The Aberdeen 26-27 third jersey features a light pink base that recalls the castle's distinctive pink-harled walls. It is enriched by an all-over geometric pattern woven directly into the fabric using Macron's Eco 3D Knit jacquard structure. Anthracite grey covers the raglan sleeves, side panels, cuffs, and ribbed V-neck collar, highlighted with refined silver piping, while the club crest and Macron Hero are both presented in monochrome anthracite on the chest.
Bespoke details include a stylized graphic of Craigievar Castle printed inside the back of the neck, as well as the city's historic "Bon Accord" motto running along the inner silicone hem tape. Pink shorts with anthracite inserts and pink socks finish off the full uniform, which is manufactured entirely from 100% recycled polyester.