Astralis Group and hummel enter historic agreement

hummel and Astralis Group, who owns and operates the three globally leading brands, Origen in League of Legends, Future FC in FIFA, and the Counter-Strike team Astralis, today announced a comprehensive, new sponsorship agreement, which ultimately will include all three teams.

Astralis Group and hummel enter historic agreement

It is the first time hummel enters a sponsorship agreement of this magnitude within esports, and for Astralis Group, an agreement of this proportion is likewise the first of its kind.

Jakob Lund Kristensen, the CCO and co-founder of Astralis Group:

“The agreement we are presenting, and which will be fully launched during the Fall season, really establishes hummel as the first commercial partner on a group level within Astralis Group. Ultimately, it means that hummel will be the clothing partner for all our teams, and development of designs has already started across both organisations.

We have been working on finding the ideal partner across all teams for a while, and hummel was actually the first brand we considered when the possibility of entering a group sponsorship presented itself. In many ways, we have similar visions and like to exceed limitations. At the same time, hummel has a history and a legacy within sportswear, which is an ideal fit for our ambitions to professionalise esports even more."

Allan Vad Nielsen, CEO of hummel, states:

“We are proud to enter the world of e-sports in partnership with Astralis Group, a true pioneer in an industry characterised by innovation, ongoing evolution and professionalisation. The global development of e-sport merchandise is a great opportunity and hummel will be in excellent shape lining up with three top brands all fitting our DNA.

All teams in the Astralis Group portfolio are among the best in the world with a massive fan base and audience. This is a global partnership with significant potential for further expansion. More than anything, it will introduce hummel to new markets and new consumers. We look forward to presenting our designs to fans around the world blending performance and style.”

About Astralis Group:

Astralis Group is a publicly listed esports media company who owns and operates three globally leading team brands including all media and commercial rights: Origen (League of Legends), Future FC (FIFA) and Astralis (Counter-Strike). Astralis is listed on Nasdaq First North Growth Market under ASTGRP.


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