esports: Hummel to continue as equipment supplier of Astralis (DEN) and manage its e-commerce

Hummel has extended its partnership with Astralis for another two years, until the end of the 2025 season, announced the esports organisation based in Copenhagen (DEN) on 23/03/2022.

While the amount of the deal was not disclosed, its commercial value has been "increased" and is higher (than the initial 2020 partnership), according to Kasper Sindt, commercial director at Astralis (former commercial director of the Danish Football Association, 2017-2021). "Hummel will develop, market and sell the official player clothing as well as new lines of merchandise," said the company listed on the Nasdaq First North Growth Market in Denmark since 09/12/2019.

Hummel signed its "first major esports sponsorship agreement" in 2020 when it became the supplier of Astralis' teams (including the LEC) for the 2020-2023 cycle. The Danish equipment manufacturer has since concluded partnerships with the esports section of Oracle Red Bull Racing (Formula 1) and with beGenius, an esports organisation from Montpellier (FRA).

"We are expanding our strategic collaboration to also include our general…