SportsPro

What SportsPro does

SportsPro Limited is the official UK licence holder for the hummel and Playerr sportswear brands, founded in 2022 after the administration of hummel's previous UK partner, Elite Sports Group. The company designs, manufactures and distributes professional and amateur sportswear, training apparel and team kits across five core segments — TeamSport (inline multi-sport products), ProSport (fully bespoke professional team solutions), White-Label & Corporate (mono-branded and lifestyle apparel), Education (institutional bespoke garments), and Retro (licensed and mono-branded replica jerseys) — alongside a Supply Chain & Design service line and a Kit Builder (3D configurator) tool. Customers include professional football and rugby clubs (Coventry City FC, Kilmarnock FC, Sunderland AFC, Celtic FC, Wycombe Wanderers, Featherstone Rovers, Wigan Warriors, Hull FC, Everton, Southampton), esports organisations (Guild Esports, Team Vitality, Astralis, Oracle Red Bull Racing Esports), educational institutions, corporate clients, and fans; sports-pro.world and major UK retailers JD Sports, Sports Direct and Fanatics act as additional distribution surfaces.

The business is built on a 360-degree, vertically managed supply chain. Manufacturing is distributed across China (26.5%), Pakistan (21%), Vietnam (20%), Turkey (12.5%), India (12%), Portugal (2.6%) and other geographies, with quality control performed in-house. Finished goods are staged through a state-of-the-art warehouse in North Yorkshire for fast UK delivery and a fully automated warehouse in Padborg, Denmark for EU distribution. Differentiated product features include ECO8 recycled-polyester construction (each shirt from eight recycled plastic bottles), ZeroH2O dry-dye technology (zero water consumption, 50% lower energy use), a 3D Kit Configurator with print integration at designhummel.com, and STANDARD 100 by OEKO-TEX certification on more than 50% of hummel KIDS products. The company holds exclusive hummel rights across the United Kingdom, Ireland, Australia and New Zealand.

Commercial mechanics rely on multi-year (typically three-year) kit supply contracts with professional clubs, supplemented by shorter-cycle B2B and B2C e-commerce revenue from amateur teams, institutions, corporate clients and licensed retail. Pricing is unit-based with bespoke minimum order quantities, 30-day standard payment terms, and early-payment discounts; lead times range from 7-10 business days for inline products to 14-60 days for bespoke jobs. The leadership team comprises CEO Chris Kirby, co-founder and CFO Ian Russell, executive chairman and co-founder Brian Smillie, founder Chris Hammer and co-founder Sarah Connor; key operational staff were headhunted from Elite Sports Group UK, including kit designer Rob Revell. Operating geographies are UK-led with licence rights extending to Ireland, Australia and New Zealand, and EU distribution via Denmark.

Name

SportsPro

Legal name

SportsPro Limited

Website

https://sports-pro.world

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

11–50 employees

Short description

SportsPro Limited is the official UK licence holder for the hummel and Playerr sportswear brands, designing, manufacturing and distributing professional and amateur team kits, bespoke apparel and retro jerseys across the United Kingdom, Ireland, Australia and New Zealand.

Ownership category

akta.pro rank

Product category

Sportswear Manufacturing

NAICS

Sporting and Athletic Goods Manufacturing (339920), Apparel Manufacturing (315), Sporting and Recreational Goods and Supplies Merchant Wholesalers (42391)

SIC

Sporting & Athletic Goods, Nec (3949), Wholesale-Apparel, Piece Goods & Notions (5130)

akta.pro primary industry

Athletic / Performance & Activewear Brands (CRAAAAAD)

akta.pro secondary industries

Team Sports & On-Field Performance Apparel (CRAAAEAE), Team Sports Equipment & Apparel Distribution (CRAOAJAA), Sports & Outdoor Accessories Manufacturing (Performance Gloves/Headwear) (IMAOAFAI)

Keywords

• Team sportswear manufacturing
• Professional football kits
• Corporate white-label apparel
• Bespoke education garments
• Retro jersey replicas

Headquarters

HQ city

Edinburgh

HQ country

United Kingdom

HQ region

Europe

Offices5 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Team Sportswear Manufacturing and Sales: SportsPro designs, manufactures and sells professional sportswear, training apparel and team wear for sports clubs, players, athletes, and teams across all levels. Products include socks to gloves, polo shirts to base-layers, pro team-wear to training jackets. Revenue is generated through product sales to professional clubs, amateur teams, and individual consumers.
2. White-Label and Corporate Apparel: Competitive offering of hummel or mono-branded products with achievable minimum order quantities for professional clubs of all sizes. Also includes corporate apparel, promotional gifts, and accessories for primary and secondary partners.
3. Education Garments B2C: Fully bespoke education garments for universities, colleges, and schools with B2C online store, allowing students to order directly with delivery to designated addresses.
4. Retro Shirt Replicas: Using hummel's library of iconic retro jerseys, replicating originals for collectors and fans. Also offers mono-branded retro collections for non-hummel clubs.

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels8 records

Core offering

SportsPro designs and manufactures professional sportswear, training apparel and team wear under exclusive UK licences for the hummel and Playerr brands. Its product lines serve professional sports clubs (pro team-wear, bespoke kits), amateur and local teams (inline teamwear), educational institutions (bespoke garments via B2C store), corporate clients (white-label apparel and accessories), and fans/collectors (retro jersey replicas).

Product overview

SportsPro is an official UK licence holder for hummel and Playerr brands, providing creative conceptual ideas and manufacturing of Pro sportswear, training apparel and team wear for sports clubs, players, athletes, local sports teams, junior teams, and fans. The product portfolio comprises TeamSport (inline products across multiple sports with EU and UK distribution), White-Label (corporate and lifestyle collections), Education (bespoke garments via B2C store), Retro (replica vintage jerseys), ProSport (fully bespoke professional team solutions), Supply Chain & Design (in-house design and UK warehousing), and Kit Builder (3D configurator). The company operates from distribution centres in Denmark (EU automated warehouse) and North Yorkshire, UK, serving pro, semi-professional and amateur clients nationally and internationally.

Differentiator

Problem solved

Functional benefit

Brands

• SportsRetro: Retro shirt services replicating iconic hummel jerseys from the past
• TWERP

Products and services

• TeamSport
• White-Label & Corporate
• Education
• Retro
• ProSport
• Supply Chain & Design
• Service Process (Consultation to Delivery)

Quantifiable outcome

• Energy consumption reduced by 50% with ZeroH2O dyeing technology
• +2 more outcomes

Named customers14 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

15 partnerships are on record, tiered core and minor.

• Coventry City FCcoreStrategic or Co-development Partner · 1 April 2023Three-year kit supply agreement with iconic Danish sportswear brand hummel and SportsPro as UK licence holder. Includes playing kit, training kit, and bespoke kits each season. Partnership builds on previous success including iconic Two-Tone third kits and record-breaking shirt sales since 2019.
• Kilmarnock FCcoreStrategic or Co-development Partner · 1 February 2023New three-year partnership signed with hummel, the most lucrative technical kit supplier deal to date for the club. Men’s, Women’s and Academy squads will be supplied with bespoke hummel playing and training wear until 2026. Club forms key part of hummel’s European community alongside Real Betis, FC Koln, Brondby, Saint Etienne and the Danish National Team.
• Guild EsportscoreGTM or Marketing Partner · 1 January 2023British esports organisation Guild Esports partnered with hummel through SportsPro in a £700,000 deal expected to last at least three years. Hummel acts as Technical Kit Partner, providing jerseys, hoodies, sweatpants, headgear and luggage. This is the first time fans can buy premium quality Guild-branded products at major UK retailers. Partnership announced April 2023.
• Team VitalityminorGTM or Marketing Partner · 1 January 2023Hummel replaced Adidas as the official apparel partner for French esports organisation Team Vitality.
• Oracle Red Bull Racing EsportsminorGTM or Marketing Partner · 1 January 2023Esports organisation featured as white-label client on SportsPro website.
• Sunderland AFCcoreStrategic or Co-development Partner · 1 January 2023Football club featured as customer logo on SportsPro website.
• Celtic FCcoreStrategic or Co-development Partner · 1 January 2023Football club featured as customer logo on SportsPro website.
• Wycombe Wanderers FCminorStrategic or Co-development Partner · 1 January 2023Football club featured as customer logo on SportsPro website.
• Featherstone Rovers RLFCminorStrategic or Co-development Partner · 1 January 2023Rugby league club featured as customer logo on SportsPro website.
• FanaticscoreChannel Partner/ Reseller/ Distributor · 1 January 2023Global sports merchandise and entertainment company featured as customer logo on SportsPro website.
• EvertoncoreStrategic or Co-development Partner · 1 January 2023Premier League football club sponsored by hummel, part of hummel’s UK professional club portfolio.
• Southampton FCcoreStrategic or Co-development Partner · 1 January 2023Premier League football club sponsored by hummel, part of hummel’s UK professional club portfolio.
• Wigan WarriorsminorStrategic or Co-development Partner · 1 January 2023Super League rugby team partnered with hummel.
• Hull FCminorStrategic or Co-development Partner · 1 January 2023Super League rugby team partnered with hummel.
• AstralisminorGTM or Marketing Partner · 1 January 2022Hummel extended partnership with Danish esports brand Astralis until 2025 through SportsPro facilitated deal.

Scale indicators4 records

Recent moves5 records

Expansion highlights8 records

Direct peers

• Joma: Spanish manufacturer of football boots, kit, and teamwear, supplying clubs across La Liga and lower-tier European leagues. Comparable business model to SportsPro's TeamSport and ProSport segments targeting semi-pro and amateur clubs.
• Macron: Italian manufacturer of technical sportswear and team kits for football, rugby, basketball, and handball clubs across Europe. Direct competitor to SportsPro in supplying mid-tier professional clubs with bespoke playing and training wear.
• Uhlsport: German sportswear manufacturer specializing in team kits (handball, football, hockey) and goalkeeping gear. Comparable manufacturer profile to SportsPro with similar sub-segment focus on team-level apparel and accessories.
• Le Coq Sportif: French sportswear brand producing kits for football clubs (e.g., Saint-Etienne historically, RC Lens) and rugby teams. Heritage brand in same competitive segment as hummel for kit supply deals in European football.
• Erreà Sport: Italian sportswear manufacturer producing kits for professional football and rugby clubs across Europe (e.g., Parma, Atalanta historically, several national federations). Comparable vertical model to SportsPro, competing for club-level kit contracts.
• Admiral Sportswear: British heritage sportswear brand producing retro and modern kits for football clubs, particularly in the lower English tiers. Closest UK direct competitor in heritage/retro football kit, mirroring SportsPro's Retro and TeamSport offerings.
• Castore: Premium British sportswear brand designing and manufacturing kits for professional football and rugby clubs (e.g., Rangers, McLaren, England Cricket). Directly competes with SportsPro for premium pro-club technical kit supply contracts in the UK and Ireland.

Regional players

• Patrick (Irish brand): Irish heritage sportswear brand producing footwear and teamwear primarily for UK and Ireland market. Comparable in scale and regional footprint to SportsPro's UK & Ireland license territory, with overlapping client base in amateur and pro sports clubs.

Broad incumbents

• Kappa (BasicNet): Italian sportswear brand owned by BasicNet, producing kit for professional football clubs across Europe (e.g., Leeds United historically, Monza, Aston Villa historically). Larger portfolio brand with broader retail distribution, comparable to hummel's positioning.
• Puma: Global sportswear giant supplying major football clubs (Manchester City, Borussia Dortmund) and national teams. Competes with SportsPro in the broader teamwear category and serves as an incumbent benchmark for sponsorship-led club deals.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

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• Facebookfacebook.com/61556759834282
• LinkedInlinkedin.com/uas/login?session_redirect=https%3A%2F%2Fwww.linkedin.com%2FshareArticle%3Furl%3Dhttps%253A%252F%252Fsports-pro.world%252Fcontact-us%252F%26text%3DContact%2520Us%2520%25E2%2580%2593%2520SportsPro%26summary%3D%26mini%3Dtrue
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Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about SportsPro