Aston Villa announces kit partnership for 2018/19 season
Aston Villa Football Club has announced its new kit and technical sponsor for the 2018/19 season, following its decision to end its partnership with former sponsor Under Armour.
The club has teamed up with Fanatics and LUKE 1977 to produce merchandise and playing shirts for the coming season.
The deal follows Villa’s decision to cut ties with Under Armour just two years into the five-year contract they agreed in 2016.
Fanatics has become the official kit manufacturer and will manage the Villa Park store while LUKE 1977, a Birmingham-based fashion house, will create Villa’s new products.
Aston Villa’s chief commercial officer Luke Organ said: “Aston Villa Football Club is proud to pioneer an exciting new tripartite technical kit partnership. Traditional routes often leave the club lacking an element of creative input, we wanted to take back control of the look and feel of the strip for our fans. We believe this partnership will further allow us to engage with the fans to a much greater extent than previously experienced with manufacturing partners.
“The deal with LUKE 1977 and Fanatics represents a true partnership. All parties work collaboratively to deliver the very best product for our fans. Extending our prosperous relationship with Fanatics can only benefit the Villa faithful and working with LUKE 1977, headed by lifelong Villa fan Luke Roper, is indicative of our commitment to the Aston Villa fanbase.
“As a club we are determined to lead the industry in every way that benefits our fans. We continually innovate off the field, providing the very best fan experience we can.”
LUKE 1977’s creative director, Luke Roper, said, “As part of the pride and a lifelong Villa supporter, it is a huge honour to be asked to bring my 20 years of design experience to the creation of the new kits. I have worked closely in collaboration with both Aston Villa and Fanatics, which demonstrates a fresh approach to design and a commitment to give more back to the supporters. Every time a Villa fan sees the kits, they will know that one of their own has been a part of the design process.”
Fanatics International managing director, Ed Boardman, added: “As an existing partner, we recognise the passionate fan base that Villa has and we’re delighted to add our manufacturing expertise to this new and exciting partnership. The design process was led by our product development team and overall, the new arrangement reflects a unique manufacturing model that offers collaborative opportunities for fashion-led brands such as Luke to enter this previously inaccessible sport.”
