Bulls seal landmark seven-figure partnership with Hummel & Bartercard

Bradford Bulls are delighted to announce a landmark new joint partnership with hummel and Bartercard, in a multi-year, seven-figure agreement representing one of the biggest commercial deals in the club’s recent history.

The agreement will see iconic sportswear brand hummel become Bradford Bulls’ Official Kit Partner, supplying the club’s playing kit and training wear from the 2027 season onwards.

Founded in 1923, hummel has more than a century of sporting heritage and has become one of the most recognisable names in sportswear.

At the same time, Bartercard will continue as the club’s Stadium Naming Rights Partner, extending its association with the Bulls and maintaining the Bartercard Odsal Stadium name as part of the new multi-year agreement. They have also expanded their partnership to become the club’s Principal First Team Partner and front-of-shirt sponsor from 2027.

The partnership will continue to provide Bartercard with a prominent platform across the stadium and the club’s wider commercial activities, while supporting Bradford Bulls’ ambitions for sustainable growth both on and off the field.

Paul Wild, Bradford Bulls’ Commercial Director & Co-Owner, said:

“This is a landmark agreement for Bradford Bulls, and one that we are incredibly proud to announce.

“Securing a multi-year, 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 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 recognisable 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 Bradford Bulls represents — our history, our supporters, our identity and, importantly, our ambition for the future.

“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 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 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.”

Ian Stafford, Bradford Bulls’ Commercial Manager said:

“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 Bradford Bulls.”

Chris Kirby, Director of SportsPro Ltd, who exclusively hold the rights to hummel in the United Kingdom and Ireland, said:

“We are incredibly excited to strengthen our relationship with Bradford Bulls through this significant long-term agreement, bringing together hummel and Bartercard in a partnership we believe has enormous potential.

“Bradford Bulls is one of the most recognisable 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.

“We are equally delighted to introduce hummel as the Official Kit Partner of 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 Bradford Bulls is incredibly exciting, and we are already looking forward to seeing the players and supporters wearing the first collection.

“We have a huge amount of belief in where 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.”