Admiral and ProDirect Announce Long Term Strategic Licensing Deal

The deal sees ProDirect take on an exclusive license with Admiral for Teamwear in the U.K. & Ireland.
License Global

September 22, 2022

Admiral Sportswear on athletes.
Admiral Sportswear on athletes.Admiral Sportswear

Admiral Sportswear and ProDirect have announced long term strategic licensing deal that will see ProDirect take on an exclusive license with Admiral for Teamwear in the U.K. and Ireland. 

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 have a mission to serve sport through specialty, choice, quality of service and an expertise at every level of your chosen sport.  

“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." 

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