LONDON, UK: Global teams organisation and lifestyle brand, Guild Esports (LSE: GILD) has signed a three-year sponsorship and merchandising deal with hummel International Sport & Leisure A/S (“hummel”), a leading global sports and fashion brand and manufacturer of high-quality sportswear, and its UK licence and rights holder SportsPro.

The sponsorship will generate up to £700,000 in revenues for Guild Esports during the contract’s duration and appoints hummel as the Official Technical Kit Partner for Guild, receiving exposure on the front of the team’s jerseys.

The deal also grants hummel exclusive rights to the production and sale of Guild-branded apparel, including online sales through hummel’s website and potentially at the high street outlets of major retailers in the UK and Ireland. Guild will receive a double-digit share of the merchandising revenues sold through hummel.

Guild projects the combined value of the sponsorship and merchandising deal to be approximately £1m over the three-year term.

The products, which include a new jersey worn by Guild professional players, as well as a lifestyle hoodie, sweatpants, headwear, and luggage, are scheduled to go on sale on 1 October 2023. hummel, a trusted supplier to the esports industry, has established itself through partnerships with global teams Astralis, Red Bull Racing, and Team Vitality, among others.

Jasmine Skee, CEO of Guild Esports, said that the partnership marked a step change in the company’s merchandising efforts, potentially enabling fans to purchase premium quality Guild-branded products through some of the UK’s biggest retailers for the first time.

Allan Vad Nielsen, CEO of hummel, added that he was thrilled to welcome Guild Esports to the hummel family, stating that the company’s unique talent pipeline aligns with their vision of building a strong foundation for the future of esports.

Chris Kirby, CEO of SportsPro, also expressed excitement about the partnership and the prospect of collaborative collections.

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