In light of Sekhukhune United's extended deal with Kelme, we take a closer look at the Spanish-bred company and the clubs they work with around the world.
Check it out!
Read: Fans Erupt As Bucs Land Bafana Winger
The story
Sekhukhune United announced an extension of their partnership with Kelme on Monday, revealing a three-year sponsorship deal with the global sportswear brand.
The agreement, announced by club chairman Simon Malatji and a delegation from China, including Kelme's chairman Ke Yongxiang, establishes them as the club's official kit partner for the next three seasons.
Not only will Babina Noko continue with their kits from the 2024/25 season, but they will also launch a limited edition jersey later on in the season, as per the club’s press release on their new partnership agreement with Kelme.
"This special piece [kit] will be created in celebration of the club’s fifth anniversary," noted Babina Noko in their press release.
Kelme's background
According to Kelme's official Chinese website and an Italian sports culture publication, NSS Sports, the brand's journey officially began in 1977 — though its roots trace back to 1963 — when brothers José and Diego Quiles established a small footwear company in Elche, Spain.
What started as a humble venture would, within two decades, evolve into a multimillion-dollar global enterprise, recognised by its iconic black paw logo and bold "Kelme" lettering.
Initially focusing on cycling, Kelme shifted its attention to sportswear in 1983. The brand made inroads in the football world during the 1990s, forming partnerships with the Colombian national team, followed by the Spanish national team, and ultimately Real Madrid in 1994, before entering the Serie A market in 1996.
Having suffered a financial crisis in 2003 due to significant debt that totalled up to 30 million euros, Kelme faded into obscurity until 2008, when they were purchased by investment company Tirant Inversión.
Kelme found its footing again in the 2010s, partnering with LaLiga clubs such as Levante, Elche and currently Espanyol, before entering the Chinese market in 2014.
As stated by Kelme's website, the aforementioned Kelme chairman Ke Yongxiang reached an agreement with Kelme's Spain office to acquire the global usage rights of the brand, thereby gaining complete control over it.
A deal that signified a brand with Spanish origins, becoming a global brand led by Chinese capital and manufacturing.
Since then, Kelme's footprint in the beautiful game is more prevalent than ever, with partnerships with Babina Noko, RCD Espanyol (Spain), Watford FC (England), Boavista FC (Portugal), Zenit Saint Petersburg (Russia), Comunicaciones F.C. (Guatemala), América Futebol Clube (Brazil), and the national teams of Curacao, Jordan, Palestine, among others.
Read: Leaked Chiefs Kit Features Bold Design Elements
