MILLWALL have ended their contract with Elite Sports Group Ltd after the merchandiser entered administration on Wednesday.
The company is the main distributor and “exclusive brand partner” for Hummel, who started supplying the Lions’ kits at of this season after agreeing a long-term partnership back in April.
The club are yet to confirm whether or not this will impact their contract with the Danish sportswear brand, although they confirmed that Elite Sports’ administration has forced them to take down the online shop while they look to find a suitable alternative.
A number of other clubs, including the likes of Southampton and Coventry City, have followed suit by taking their club stores offline, while non-league outfit Oldham Athletic have ended their partnership with the company as well.
Millwall, however, have reassured supporters that any orders made up to Wednesday morning have already been sent out, adding that progress is being made to find a solution to the ordeal as soon as possible.
In a statement put out by the club on Thursday afternoon, they confirmed that: “Following on from Wednesday’s statement, Elite has now formally filed for administration which has left the club with no feasible alternative but to end its partnership with the third-party retailer.
“The club is bitterly disappointed by these developments and is working through contingency plans to try and get the Lions Store and its website back up and running as quickly as possible.
“Millwall wish to reassure supporters that all orders received up to and including Wednesday morning, before the website was taken offline, have been fulfilled and posted out. If you had made an order and requested collection from in store then you will be contacted by the club directly to arrange this.
“The club will continue to keep fans updated on this issue as and when notable developments occur.
“Once again, everyone at Millwall would like to thank supporters for their patience and understanding during this complex time.”
Elite Sport have already been in the news for another reason this week after it was revealed that they were suing Scottish Premiership club Rangers for £9.5 million due to lost kit sales.
Photo: Millwall FC