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British Canoeing signs record 5 year team wear partnership with hummel

British Canoeing has signed a record new long-term teamwear deal with hummel to remain as the Official Teamwear Partner to all forms of paddlesport. The five-year deal is a renewal of a partnership that builds on three years of previous success.

Hummel Launch

The renewed partnership will see hummel’s technical and sportswear garments supplied to all of the British Canoeing GB teams (Olympic and Non-Olympic), including leisurewear, podium wear, base layers as well as on-water technical garments for the GB paracanoe and canoe sprint teams.

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

Neil Burke, CEO of hummel UK, said:

“hummel are on a mission to change the world through sport and this continued partnership with such a prestigious organisation as British Canoeing is another step on our journey.

We are thrilled that British Canoeing have continued to choose hummel as their kit manufacture for the next five years. We are excited to see our partnership thrive as paddle sports continues its rapid growth and popularity throughout the UK.

– Neil Burke, CEO of hummel UK

“We look forward to supporting British Canoeing in their journey to the Paris 2024 & LA 2028 Olympic and Paralympic Games, as well as supporting all of their non-Olympic GB teams, in addition also offering hummel teamwear and lifestyle clothing to British Canoeing clubs and members.” 

Ashley Metcalfe, CEO of British Canoeing, said:

“This announcement marks the start of an exciting renewed commercial relationship as hummel commits to paddlesport.

It is important that British Canoeing works with brands that share our ambition and values. Over the past three years we have been impressed with hummel's originality, commitment to quality and vision. Its promise to positively impact the environment, through initiatives like Zero H20, and their commitment to finding ways in which to reduce the company’s carbon footprint also aligns perfectly with our environmental credentials, so for us to have agreed a new five year partnership is fantastic.

– Ashley Metcalfe

“We very much look forward to continuing the partnership with hummel, which will deliver our athletes and wider community an exciting range of products over the coming years.”

The new five year deal, will commence on 1 January 2024, and will see our Olympic, Paralympic and all non-Olympic GB Teams competing in hummel teamwear through until the end of 2028.

A bespoke line of technical garments for racing clubs will be developed in 2024 and a range will be available to buy through the hummel website. With clubs, and members able to take advantage of bespoke discounts across the full hummel sport and fashion ranges.