Southampton has dropped the Under Armor brand to avoid imitation. In January 2021, Club Hummel (a Danish sports brand) signed a new direction. Hummel has signed a 12-month £10m deal with Southampton.
The Financial Numbers Behind Southampton Kit Contract Deal with Hummel:
|Duration||5 years (2021-2026)|
|Yearly payments||£10 million|
|Total payment over 5 years||£50 million|
|Any performance-related clauses?||£3 million a year will be added to the yearly deal if Southampton wins the Premier League.|
The two teams have agreed to a five-year deal, starting in the 2021-2022 season. The value of the contract is £50 million over 5 years.
The Danish sports brand Hummel took over from Under Armor as the supplier of the club’s uniforms. However, Under Armor has been the club’s equipment supplier since 2016.
Southampton Shirt Agreement
After ending their shirt sponsorship deal with Virgin Broadcasting in 2019, the club has signed a new £3m-a-year deal with Chinese company LD Sports. However, the sponsor abandoned the deal due to ongoing tensions between China and the UK.
As such, the club has signed a three-year contract with cryptocurrency company Sportsbet.io for 2021-2022. The deal is for him over three years and he is worth £ 9 million.
Let’s see the Financial Details:
|Duration||3 years (2021-22 season to 2023-24)|
|Yearly payments||£3 million a year|
|Total payment over 3 years||£9 million|
|Any performance-related clauses?||£1 million a year will be added to the yearly deal if Southampton fails to qualify for the Champions League.|
With this arrangement, the Sports bet logo will appear on the front of the skirt. Additionally, organizations have the option to pay their commissions in Bitcoin. The value of the contract is three million pounds a year.
Sleeves Contract with Southampton
Virgin Media is the official partner of Southampton. Both sponsored the Jersey Games in 2016 but later dropped out.
However, the deal was extended to include the club’s women’s and youth teams as well. So the Virgin logo still appears on the left-hand side of all Southampton gear. The contract expires after the 2021-22 season.