hummel signs five-year partnership with Real Betis

Sevilla-based football club Real Betis and iconic sportswear brand hummel have agreed a new five-year partnership, which will see hummel manufacture and supply the club with bespoke playing, training, and travel wear ahead of the 2022/23 season.

Founded in 1923, hummel is one of the oldest team sport brands in the world with an incredible footballing heritage, and the Danish brand has now identified Real Betis as its new flagship club partner in Spain.

The partnership also reunites Real Betis with a brand, who will already be recognisable to many supporters, as hummel previously served as the kit supplier of ‘Los Verdiblancos’ from 1987-1990.

“After more than 30 years apart, we’re extremely honoured and proud to be back as official partner of Real Betis,” says hummel CEO, Allan Vad Nielsen, and continues:

“Real Betis is a fantastic club with a long history and a tremendous fanbase. From the moment we first met with the club, it was obvious there was a great connection between us - not only because of our shared history, but also because of the potential of what we could achieve together. The club had a fantastic season last year, with the Copa del Rey triumph as the highlight, and we can’t wait to build on that momentum and become part of this exciting journey together with all the passionate fans.”

As part of the new partnership, hummel will take over the management of Real Betis’ webshop – meaning that hummel will develop, market, and sell the club’s official player clothing, as well as new lines of merchandise.

“It’s an honour to be able to accompany Real Betis on this path and we’re convinced that, with our support and with the unique culture that characterises the club, we can develop some amazing technical products and ranges of merchandise for fans of all ages. We aim to bring the heartbeat of the club and the city into our kits and training ranges, and even though this partnership may be new, we’re already looking towards exciting initiatives to unfold our past success together both on and off the pitch,” says Allan Vad Nielsen.

Ramón Alarcón, General Business Director of Real Betis, said:

"Real Betis will once again wear the hummel chevrons in a clear commitment to quality and growth. We wanted to give the best service to our players and our fans by the hand of a leading brand with whom we share many values. In addition, we are witnessing a change of model through the direct management of the shops by the Club, which will result in an increase in our income and in the offer of better products and services to all Betis fans".