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Charlton Athletic and hummel agree five-year partnership

Wednesday 26th October 2016

Charlton Athletic and hummel have agreed a five-year partnership which will see hummel supply bespoke kits for our first team and academy teams, the award-winning Charlton Athletic Community Trust (CACT) and Charlton women’s team, as well as a range of leisurewear. ? 

As part of the deal, which begins at the start of the 2017/18 season, hummel will work with Charlton fans on a special home kit to celebrate the 25th anniversary of the club’s return to The Valley. Charlton and hummel will ask each of the club’s official fan groups to nominate one member to join them at The Valley for workshops on the kit’s design. ? 

As well as meeting with the fans, hummel met with Manager Russell Slade, Assistant Kit Manager Ben Kirk, women’s team captain Kim Dixson and CACT’s Safeguarding Officer Barry Simmons this week to get their input on performance and style. ? 

Tom Sinclair, Sport Market Manager for hummel UK and Ireland, is looking forward to the collaboration: “Through this exciting new partnership we hope to expand further our presence in the UK football market. It would be hard to find a better suited partnership than Charlton Athletic and hummel. Both brands have wonderful histories, place great value in tradition, character and local ties, and we are extremely proud to be working with Charlton over the next five years. ? 

“I was especially pleased to see the club’s desire to get the fans involved as early as possible in the consultation process regarding kit designs for next season, hence the announcement of this deal somewhat earlier than would normally be expected.” ? 

Charlton CEO Katrien Meire said: “We are excited by our new partnership with hummel who have a great pedigree in football and share the club’s objectives of supporting football at all levels. We’re also very pleased that the deal brings together the club, the Community Trust and the women’s team with one kit. ? 

“Having a bespoke kit is something our fans have been asking for and we’re delighted that the club’s fans will be involved in the kit design process.” ? 

Next year also celebrates 25 years of the Charlton Athletic Community Trust and the Trust will also get the opportunity to factor in to the design. Jason Morgan MBE, Charlton Athletic Community Trust CEO, said: "2017 is a big year for CACT as we celebrate our 25th anniversary and this is one of the new initiatives we are very excited about. From our full-time staff and coaches delivering sessions in the community, to the range of young people taking part in our football programmes, it's great to have a new kit and supplier of hummel's pedigree on board." ? 

The Charlton women’s team will receive a fitted kit as part of the deal and Chairman Stephen King said: "This is great news for the women's team and for all the juniors in our Regional Talent Club. Being able to wear the same kit as the men's team further demonstrates that we are an integral part of the club. We are very grateful for the support of hummel, and for the opportunity to be involved in this long-term partnership." ? 

hummel was founded in 1923 and is a privately owned Danish sports brand. hummel begins and ends with sport. From concept development and product design to company culture, sport is the most essential part of hummel’s DNA. The energy, dedication and team spirit that define sport is the strong foundation on which hummel base their history and growth. hummel has a strong legacy in football, and proudly support teams such as The Danish National Team, Deportivo Alaves (La Liga, Spain), SC Freiburg (Bundesliga, Germany), Brondby IF (Super Liga, Denmark) and FC Utrecht (Eredivisie, Netherlands). Through their Karma projects and their Change the World through sport mission, hummel support grassroots football in the UK and around the world.