PENTA looks the part with hummel deal

German organisation PENTA has entered a partnership deal with Danish sportswear brand hummel.

As such, hummel will serve as the official clothing partner of the organisation and its sub-brands, PENTA 1860 and PENTA.BCON, from July 1st.

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PENTA’s players, across all of its teams and brands, will wear hummel clothing moving forward – including jerseys and “other garments” that include the organisation’s logo. To coincide with the partnership announcement, PENTA has unveiled two new jerseys.

Andreas Schaetzke, Managing Director at PENTA, commented on the alliance in a release: “PENTA is different and always aims to enter new, sometimes unusual partnerships. We also believe in tolerance, solidarity and inclusion – the latter emphasized through our unit PENTA.BCON. With hummel we found a partner who shares those values and I am very delighted to be able to announce this partnership today.”

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The new jerseys, and other co-branded merchandise that spawns from the partnership, will be available for purchase from July 1st through PENTA’s online store.

Alexandra Hildebrand, Marketing Manager at hummel, added: “Electronic sports is on the rise and we at hummel are proud to intensify our engagement in that industry in collaboration with PENTA. We were excited to hear about the history and values of PENTA and since we share the same values, the same vision and the same philosophy about sportsmanship we feel that this partnership is going to be a true enrichment for hummel.”

Esports Insider says: Not long after Astralis Group announced a similar deal with hummel, it’s clear that the sportswear brand wants in on the same action as the likes of Nike and adidas. PENTA isn’t the biggest organisation in Germany but this signals a potential regional approach for hummel in esports.

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