Marketing & Sponsorship
Brentford Swap Umbro For Holistic Joma Deal
Spanish sportswear company Joma Sport has pulled off something of a masterstroke, securing a multi-year partnership with Brentford that will see them become the Premier League’s only Spanish kit supplier from July 2025.
The Bees are bidding farewell to their six-year relationship with Umbro, trading familiar British craftsmanship for Iberian innovation. It’s a bold move that speaks volumes about both parties appetite for something different in an increasingly homogenised football landscape.
This isn’t just another kit deal. Joma will be crafting bespoke performance wear across Brentford’s entire ecosystem – from Thomas Frank’s first team through to the academy prospects, the women’s squad, coaching staff, and even the Community Sports Trust. It’s comprehensive, it’s ambitious, and it’s exactly what you’d expect from a club that has not been afraid to buck convention.
The partnership feels natural when you dig deeper. Joma, still proudly family-run after 60 years in Toledo, Spain, shares Brentford’s commitment to community values and innovation. Both organisations have built their reputations on doing things differently, on substance over flash, on proving that you don’t need to be the biggest to be the best.
Sustainability sits at the heart of the collaboration too. Every kit and training piece will be manufactured using recycled polyester and ecological fabrics – a commitment that goes beyond marketing speak to genuine environmental responsibility.
“We are delighted to welcome Joma as our new official kit partner,” explains Fran Jones, Brentford’s commercial director. “From our very first conversation, there was a clear alignment between us. Joma share Brentford’s commitment to community, innovation, and performance. Their bespoke approach to design was key-enabling us to have kits and leisure wear that reflect who we are as a club, our rich history and our exciting future.”
For Performance Director Ben Ryan, this partnership transcends traditional supplier relationships. “Our collaboration with Joma is about more than just kit supply—it’s about elevating performance. Their proven track record in elite sportswear and willingness to work closely with our performance teams gives us confidence that players and staff will benefit from high-quality, tailored apparel.”
Marina López, Managing Director at Joma Sport S.A., recognises the significance of the moment. “We are excited to support Brentford in their Premier League journey. This partnership marks a major step for Joma in English football. A commitment to excellence and a drive to offer the best are core to our philosophy – values we proudly share with Brentford.”
The deal represents more than a commercial arrangement – it’s a statement of intent from two organisations that understand football is about more than just what happens on the pitch. When the new kits are unveiled this July, they’ll feature a commemorative design marking 100 years of red and white stripes telling a story of innovation, sustainability, and the beautiful unpredictability that makes football special.
Sometimes the best partnerships are the ones nobody sees coming.
Insideworldfootball.com
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