Astralis extends hummel partnership into 2025

Danish sportswear brand hummel has strengthened its commitment to gaming and esports by extending and expanding its partnership with Astralis.

The basics: They announced a three-year partnership in May 2020.

• The collaboration officially kicked off in September 2020 once Astralis' deal with Jack & Jones had expired, with hummel developing and supplying the Danish org's players with matchday clothing and general apparel.
• The partnership, which still had 18 months remaining, has now been extended for two more years. The collaboration will last through to the end of 2025 and has now been widened and deepened.
• hummel will additionally assume control over the operation of Astralis' merchandise sales, both online and through potential retail options. "We look forward to raising sales further," said hummel CEO Allan Vad Nielsen.

The expansion: Astralis has made plenty of developments since the initial hummel announcement.

• It has since established deals with the likes of Esports Charts, Bang & Olufsen, Universal Music Group, Bybit, and Lunar.
• Astralis also started trading publicly in the United States, sold its Superliga spot to streamer Ibai Llanos and footballer Gerard Piqué, acquired Disrupt Gaming to enter Rainbow Six Siege in North America, and acquired the majority share of Danish broadcaster Pixel.tv.
• Earlier this month the org revealed its financial results for 2021, including a pre-tax loss of $5.2M (35.2M DKK). It increased revenue year-on-year from $7.6M (51.5M DKK) to $11M (75M DKK).