Hull City Selects OXEN Sports as New Technical Partner in Local Brand Growth Story.

Roger Hampel

Image: Hull City

Hull City has announced a multi-year agreement with OXEN Sports, naming the Yorkshire-based company as the club's new technical and kit partner ahead of the 2026/27 Premier League season.

The deal will see OXEN supply playing kits, training wear and retail merchandise, while also becoming the first Premier League club partnership in the company's growing football portfolio.

A Premier League Breakthrough for OXEN Hull City

Founded in Hull's creative Fruit Market district, OXEN Sports has expanded rapidly in recent years across rugby league, rugby union and football. Hull City becomes the company's fifth football club partnership and its first in the Premier League, representing a significant milestone in the brand's growth strategy.

A notable aspect of the partnership is its strong local positioning.

Both organisations have emphasised their roots in Hull, with the launch campaign built around local creative talent, including poet Shane Rhodes, actor Matt Sutton and BAFTA-winning filmmaker Chris Hees.

The club's new home shirt also references the 1978/79 season and reintroduces the HCAFC lettered logo for the first time in nearly five decades.

In an increasingly global football industry, clubs are placing greater value on products and campaigns that reinforce local identity while still appealing to international audiences.

Executive Comments

Hull City Chief Operating Officer Joe Clutterbrook said the club was attracted by OXEN's flexibility, product quality and willingness to place supporters at the centre of the partnership.

“As an upcoming brand, I genuinely believe OXEN are the ideal fit for us. The quality of their products, agility of logistical support and freedom they give to their partner clubs set a perfect platform for us to deliver some great ranges in the coming years.”

OXEN Sports CEO Lee Jenkinson described the agreement as a significant moment for the company.

“OXEN is a brand born in the creative heart of Hull, so we are incredibly proud to secure our second major club in the city.”

He also highlighted creative freedom and storytelling as key elements of the company's partnership model.