Rotherham United Confirm hummel as New Official Kit Partner Starting 2026/27 Season
Rotherham United have officially entered into an exciting new chapter as they announce a fresh technical partnership with globally recognised sportswear brand hummel, set to begin from the 2026/27 campaign.
This agreement marks the start of a transformative period for the club’s identity both on and off the pitch. From the upcoming pre-season, supporters will begin to see a redesigned visual image of the Millers, as hummel takes full responsibility for producing all matchday kits, training wear, and team apparel. The deal, which will run for a minimum of five years, grants hummel exclusive rights over the club’s entire kit and clothing range.
Hummel already boasts a strong and growing presence within English football. Their current partnerships include clubs such as Sunderland AFC in the Premier League and Coventry City FC in the Sky Bet Championship. Both clubs have received widespread acclaim in recent seasons for their visually striking and creative kit designs. On the international stage, hummel is perhaps best known for its long-standing association with the Denmark national football team, while also supplying kits to prominent European clubs like Werder Bremen, 1. FC Köln, and Real Betis.
Following the conclusion of a lengthy and productive relationship with Puma Teamwear, Rotherham United were determined to secure a new partner that could match both the prestige and global reputation of their previous supplier. The club believes that this new collaboration with hummel successfully meets those expectations, bringing both heritage and innovation into the fold.
With roots dating back to the 1920s, hummel is one of the most established names in sportswear manufacturing. Over the decades, the brand has built a rich legacy through partnerships with national teams and clubs, most notably Denmark, helping to cement its identity within world football. One of hummel’s most recognisable trademarks is its iconic chevron design, which has become synonymous with a unique blend of modern performance technology and retro-inspired aesthetics. This combination allows the brand to create bespoke kits that reflect each club’s individuality and history.
Beyond design and performance, hummel’s core values closely align with those of Rotherham United. The company places a strong emphasis on inclusivity, equality, and community engagement, alongside a commitment to ethical and responsible production practices. These shared principles played a significant role in establishing the partnership.
Supporters will not have to wait long to see hummel’s first interpretation of Rotherham’s traditional red and white colours. The club has confirmed that the 2026/27 kit is already in development and will be unveiled ahead of the new season.
Rotherham United’s Commercial Director, Steve Coakley, expressed his enthusiasm about the partnership, describing hummel as a brand with a deep-rooted football heritage responsible for producing some of the most iconic kits in the sport’s history. He highlighted confidence that this collaboration will add memorable designs to the club’s own legacy.
He also noted that beyond the visual appeal and quality of the kits, the club was particularly impressed by hummel’s collaborative approach and commitment to delivering a high standard of service. According to Coakley, this partnership represents a significant opportunity to refresh and enhance the club’s overall image, both on matchdays and throughout the week at their training base.
Additionally, he acknowledged that many Rotherham supporters have long admired hummel’s distinctive designs seen across leagues in England and Scotland, expressing excitement about the creativity and expertise that will now be applied to future Millers kits.
Hummel CEO, Neil Burke, also shared his pride in securing the five-year agreement. He emphasised that the partnership goes beyond simply supplying kits, focusing instead on celebrating Rotherham United’s heritage, telling the club’s story, and creating products that resonate deeply with its passionate fanbase.
Burke further highlighted the strong alignment between hummel and Rotherham United in terms of identity, community connection, and values. He expressed excitement about bringing hummel’s signature chevrons to the AESSEAL New York Stadium and collaborating closely with the club to produce distinctive kits that both players and supporters can wear with pride.
