Astralis renews partnership with hummel

Danish esports organization Astralis has announced the renewal of its partnership with sportswear brand hummel. The updated deal includes an expansion of shared merchandise collections. In addition, hummel will operate Astralis' online store and retail for the B2B and B2C markets.

Kasper Sindt, Chief Commercial Officer of Astralis: "The initial agreement with hummel is of great importance to us as a company and as a brand. Previously, the deal was centered around our official player jerseys and training wear, and we have been very pleased with how our relationship has evolved. The original agreement has been extended until the end of 2025, at the same time we are expanding our strategic partnership to also include our shared product collections, including online store operation and B2B and B2C sales. to increased commercial value, it also means we can focus on what we at Astralis are best at, while we benefit from hummel's extensive experience and expertise in developing and selling a wide range of Astralis products."

Astralis has signed a three-year partnership with hummel in 2020. As part of the deal, hummel supplied Astralis teams with game and sportswear, including jerseys and training wear.

Allan Wad Nielsen, CEO of hummel: "Over the past year and a half, we have seen growing ambitions and increased interest in and around Astralis, and we are incredibly proud that we have now managed to extend our cooperation for another two years. We have decided to extend the contract now, 18 months early as we want to strengthen the bonds between our organizations and brands to be even better prepared for the coming years of growth."

It should be noted that at the beginning of the year, the Danish organization signed agreements with the Esportal platform, telecommunications company 3 and the Stimorol brand.