SOUTHEND United have announced that Hummel will be the club's new technical kit and retail partner until at least the end of the 2022/23 season

The Shrimpers had been with Nike since for the past 15 years.

But Blues' head of commercial Rhys Ellingham is pleased to be welcoming Hummel on board. 

"This is an excellent opportunity for us to give fans bespoke home and away kits during the partnership which I know is what they want," said Ellingham.

"I would like to thank Hummel for their efforts in turning this deal around so quickly and efficiently, allowing us to be ready for the new season and I am looking forward to working with them closely on further projects and the designs of future kits.

"The club would like to thank Just Sport and Nike for their continued support over the past 15 seasons and look forward to our new era with Hummel bespoke kits, which we are sure our fans will love."

Mark Underwood, MD of Hummel UK added: "We are delighted to welcome our new partner Southend United FC to the Hummel family.

"Our goal is to make the players and supporters of Southend proud of their kit and will make sure all the stock in the club shop looks great."