British Canoeing Inks Record Teamwear Partnership With Hummel

December 4, 2020

British Canoeing has signed a new long-term kit deal with hummel, who will become the Official Teamwear Partner to the sport.

The new partnership will see hummel’s world class technical and sportswear garments supplied to the British Canoeing international teams. The garments include leisurewear, base layers and on water technical clothing for paracanoe and canoe sprint.

It means once again that athletes and team staff across all disciplines within British Canoeing will wear the same kit for international competitions.

Founded in 1923, hummel is one of the oldest team sport brands in the world, and recently entered into teamwear partnerships with a number of high profile football teams. This will be the company’s first foray into paddlesports and the partnership will be a record teamwear deal for British Canoeing.

Neil Burke, Commercial Director of hummel UK, said: “We are extremely proud to enter the world of paddlesport in partnership with British Canoeing. Since we first met, we recognised their impressive vision, combining this to our bespoke offering, makes this an exciting collaboration.

“The global development of paddlesport apparel is a great opportunity and hummel will be in excellent shape to deliver. More than anything, it will introduce hummel to new markets and new consumers.”

David Joy, CEO of British Canoeing, said: “This announcement marks the start of an exciting new commercial relationship as we welcome hummel as a partner of British Canoeing. It is important we work with brands that share our ambition and values, and we have all been impressed with hummel’s originality, vision and commitment to quality.

“We look forward to working with hummel to deliver an exciting range of high quality products for our athletes in all disciplines, coaches, volunteers and the wider community over the coming years.”

This new multi-year deal, will replace the existing partnership that expires on 31 March 2021.