The professional rugby league club Bradford Bulls (UK) have announced a landmark new joint partnership with hummel and Bartercard in a multiyear, seven-figure agreement representing one of the biggest commercial deals in the club’s recent history.
Training Wear
‘BRADFORD BULLS’ stated that the agreement will see the iconic sportswear brand hummel become Bradford Bulls’ Official Kit Partner thus supplying the club’s playing kit and training wear from the 2027 season onwards.
The Bradford Bulls are a professional rugby league club in Bradford, West Yorkshire, England (UK) and compete in the Super League, the top flight in British rugby league.
The 26,019-seat Odsal Stadium (known as the Bartercard Odsal Stadium for sponsorship reasons) is a multipurpose stadium in Bradford, West Yorkshire, England (UK). The stadium is currently the home of the Bradford Bulls.
Aarhus (Denmark)-based hummel was founded in 1923 and is one of the world’s oldest sportswear and lifestyle brands built on deep roots in football and handball.
Northallerton (UK)-based Bartercard is the world’s largest trade exchange. It offers a barter-trading system for businesses to exchange goods and services within a global community.
Sporting Heritage
‘BRADFORD BULLS’ further stated that hummel has more than a century of sporting heritage and has become one of the most recognizable names in sportswear.
Multiyear Agreement
At the same time, Bartercard will continue as the club’s stadium naming rights partner thus extending its association with the Bradford Bulls and maintaining the Bartercard Odsal Stadium name as part of the new multiyear agreement. They have also expanded their partnership to become the club’s principal first team partner and front-of-shirt sponsor from 2027.
Sustainable Growth
The above partnership will continue to provide Bartercard with a prominent platform across the stadium and the club’s wider commercial activities while supporting the Bradford Bulls’ ambitions for sustainable growth both on and off the field.
‘Landmark Agreement’
Pointed out Paul Wild, Commercial Director and Co-Owner, Bradford Bulls, “This is a landmark agreement for the Bradford Bulls and one that we are incredibly proud to announce. Securing a multiyear, seven-figure partnership of this scale is a hugely significant moment for the club. It represents one of the largest commercial agreements in our recent history and is a clear statement of the ambition, progress and direction of the Bradford Bulls. Bringing hummel on board as our Official Kit Partner from 2027 is a major coup for the club. hummel is one of the most recognizable and respected sporting brands in the world with more than a century of heritage and a strong history within team sport. From our very first conversations it was evident that hummel understood what the Bradford Bulls represents – our history, our supporters, our identity and, importantly, our ambition for the future.”
‘More than Sponsorship’
Added Wild, “We are incredibly excited to begin this new chapter together and to see hummel become such an important part of the Bradford Bulls story. Equally, we are delighted that Bartercard has made a significant long-term commitment to continue its relationship with the club as our Stadium Naming Rights Partner and as our Official first team front-of-shirt sponsor. Their decision to further invest in the Bradford Bulls is a powerful endorsement of the partnership we have built and demonstrates their confidence in the future of the club. To have two major brands committing at this level sends a very clear message about the strength of the Bradford Bulls commercially and the opportunities that exist around the club. This is about far more than sponsorship. It is about investment, ambition and belief. It gives us a stronger commercial platform from which to continue developing the club, both on and off the field. This agreement is another major step forward in that journey and we are incredibly excited about what the future holds.”
‘Significant Commitment’
Added Ian Stafford, Commercial Manager, Bradford Bulls, “We are delighted to welcome hummel as our new Official Kit Partner from 2027. They are an iconic sporting brand and from our earliest conversations it was clear that Chris and his team connected with the identity and ambition of our great club. At the same time, we are thrilled that Bartercard has made such a significant commitment to continue its relationship with the club. Having worked with Chris and the Bartercard team over the last three years it is clear their continued and expanded support demonstrates the strength of the partnership we have built together and their belief in the future of the Bradford Bulls.”
‘Enormous Potential’
Commented Chris Kirby, Director, SportsPro Limited, who exclusively hold the rights to hummel in the United Kingdom and Ireland, “We are incredibly excited to strengthen our relationship with the Bradford Bulls through this significant long-term agreement thus bringing together hummel and Bartercard in a partnership we believe has enormous potential. The Bradford Bulls is one of the most recognizable names in rugby league with an incredible history, a distinctive identity and a passionate supporter base. We have seen first-hand through Bartercard’s existing relationship with the club just how much the Bulls mean to their supporters, the city and the wider community. We are extremely proud that Bartercard will continue as the club’s Stadium Naming Rights Partner. Odsal is an iconic venue within rugby league and having the Bartercard name associated with the stadium has been an important part of our relationship with the Bulls. Extending that commitment was something we were very keen to do.”
‘Natural Fit’
Concluded Kirby, “We are equally delighted to introduce hummel as the Official Kit Partner of the Bradford Bulls from 2027. hummel has more than a century of sporting heritage and a fantastic reputation for creating kits with a real sense of identity and we believe there is a natural fit between the two brands. The opportunity to bring those famous hummel chevrons together with the famous red, amber and black of the Bradford Bulls is incredibly exciting and we are already looking forward to seeing the players and the supporters wearing the first collection. We have a huge amount of belief in where the Bradford Bulls is heading and we’re proud to be making this commitment and playing our part in the next chapter of the club’s story.”
Continue following Coliseum for the latest updates on sports venues, stadiums and arena business news worldwide.
Coliseum is dedicated to building a global community of sports and entertainment venue professionals helping create better and more profitable venues.
Become a member of the Global Sports Venue Alliance and connect with stadiums, arenas and industry experts from around the world. Apply for membership through the Global Sports Venue Alliance and access the 365Coliseum Business platform.