Guild Esports PLC Sponsorship deal signed with hummel (2721X)
April 25 2023 - 1:05AM
UK Regulatory
TIDMGILD
RNS Number : 2721X
Guild Esports PLC
25 April 2023
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Press release
25 April 2023
Guild Esports PLC
("Guild Esports" or "Guild" or "the Company")
Sponsorship and merchandising deal signed with sports and
fashion brand hummel
Guild Esports (LSE: GILD), a global teams organisation and
lifestyle brand, is pleased to announce it 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 GBP700,000 of revenues for
the Company over the duration of the contract and appoints hummel
as Guild's Official Technical Kit Partner, receiving exposure on
the front of Guild's team jerseys.
In addition, hummel will gain exclusive rights to the production
and sale of Guild-branded apparel. Under the terms of the
merchandising partnership, Guild-branded apparel will be sold
online including hummel's website and potentially at the high
street outlets of major retailers in the UK and Ireland, subject to
confirmation in due course.
Guild will receive a double-digit share of the merchandising
revenues sold through hummel, including performance-linked payments
based on certain sales targets being achieved. Based on Guild's
sales projections, the combined value of the sponsorship and
merchandising deal is estimated at approximately GBP1m over the
three-year contract term.
The products are scheduled to go on sale on 1 October 2023 and
include a new jersey worn by Guild professional players, as well as
a lifestyle hoodie, sweatpants, headwear and luggage.
hummel was founded 100 years ago and has continued to build its
reputation among the world's leading sportswear brands. The company
is the official supplier for the Danish national football team, as
well as numerous handball and football teams including Everton and
Real Betis. hummel has established itself as a trusted supplier to
the esports industry through its partnerships with global teams
Astralis, Red Bull Racing and Team Vitality.
Jasmine Skee, CEO of Guild Esports, said: "We are delighted to
welcome hummel, an internationally renowned sportswear brand, to
the Guild family. This partnership not only brings more sponsorship
revenue but also marks a step change in our merchandising efforts,
with the potential to enable our fans to buy a premium quality
range of Guild-branded products through some of the UK's biggest
retailers for the first time. We are proud to have the hummel name
on our players' jerseys as they compete across the world's biggest
esports tournaments."
Allan Vad Nielsen, CEO of hummel, said: "We are thrilled to
welcome Guild Esports to the hummel family. As a brand, we have
always been committed to developing local communities and promoting
diversity and inclusion, and we see these values reflected in
Guild's approach to esports. Guild's unique talent pipeline based
on the traditional sports academy model aligns with our vision of
building a strong foundation for the future of esports, and we look
forward to work together to empower and inspire the next generation
of esports athletes and fans."
Chris Kirby, CEO of SportsPro, said: "I'm really excited by this
partnership, as it's a great synergy, aligning many important
values across both companies. The SportsPro and Guild teams have
worked tirelessly in securing this deal, fans will be truly excited
upon release of such collaborative collections."
For further information please contact:
Guild Esports
Jasmine Skee via Tancredi +44 207 887
Chief Executive 7633
Neil Thapar
Investor Relations
+44 7876 455 323
-------------------------
Tennyson Securities
-------------------------
Corporate Broker
Peter Krens +44 207 186 9030
-------------------------
Tancredi Intelligent Communication
Media Relations
-------------------------
Helen Humphrey
Charlie Hobbs + 44 7449 226 720
Maddy Newman +44 7897 557 112
guild@tancredigroup.com +44 7380 127 135
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About Guild Esports:
Guild Esports PLC is a global fan-focused team organisation and
lifestyle brand that fields professional players in gaming
competitions under the Guild banner. Our in-house training academy
aims to attract and nurture the best esports talent, and our goal
is to provide the ultimate entertainment experience alongside a
distinctive lifestyle brand authentic to the esports community
worldwide. Guild is led by an experienced management team of
esports veterans and co-owned by David Beckham. The Company is
headquartered in the UK and its shares are listed on the main
market of the London Stock Exchange (ticker: GILD) and on the OTCQB
Venture Market in the United States (ticker: GULDF). Please visit
www.guildesports.com for more information.
About hummel:
hummel is a Danish sports-and-fashion brand with a history
leading back to 1923. hummel designs, produces and markets
sportswear, training wear, equipment and sneakers for adults and
children, male and female. Through the four product categories
teamsport, footwear, kids, sport lifestyle as well as selected
premium co-labs, hummel delivers new styles multiple times during
the year with a mix of retro and contemporary trends. hummel A/S is
a part of Thornico A/S.
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