Admiral and ProDirect Announce Long Term Strategic Licensing Deal

The first collection launched in September and includes training wear and casuals. The range also features the Lion shirt design, which is based on the England 1982 shirt, produced by Admiral. With an initial focus on the football and cricket markets, there is opportunity to also grow into other sports in the future.  

“This is a fantastic opportunity for Admiral to team up with a sporting giant like ProDirect,” says Jonathan Hamburger, managing director, Admiral Sportswear. “Their ability to make product look amazing across digital platforms has been key to their success and we are looking forward to seeing them add some of this magic to the Admiral brand.” 

“We are delighted to announce this exclusive license with Admiral,” says Adam Parker, category leader clubhouse and partnerships, ProDirect. “At ProDirect

“We believe by adding the Admiral brand into the ProDirect family we can serve clubs, both big and small, with quality product fashioned from an historic lineage that will see Admiral once again back at the heart of Sport.   

“Having the Admiral license will also ensure we can now collaborate with clubs that seek bespoke design as well as offering an extended range of merchandise to drive clubs' revenues."