Admiral brand expands in Nordic territories

BrandMachine to take English football brand into new territories.

English football brand Admiral has secured a long-term licensing agreement for the Nordic territories with BrandMachine.

The deal will see BrandMachine – a supplier of apparel and activewear – take the oldest English football brand into territories including Norway, Sweden, Denmark, Finland and Iceland.

BrandMachine has the licence for Performance, Retro, Essential and Gold collections. Ranges will be hitting retail for spring/summer 2020.

“This deal is an exciting one for us,” said Theo Hamburger, head of business development at Admiral. “Continuing to push the brand throughout European territories where the brand’s history and heritage are recognised are so important to us.

“We know how strong the brand is across the Nordic region, especially in Norway reaching the European cup final with Malmo FF.”

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