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12.06.2025 / English

Until 2030: CRAFT and Lilien extend partnership

A joint start into the new decade: SV Darmstadt 98 will be outfitted by CRAFT at least until the end of the 2029/30 season. The Lilies and the Swedish functional clothing specialist have prematurely extended their collaboration for another four years. CRAFT will continue to provide the match and training kit for the Lilies' professional and youth teams. The fan support team and the eFootball players will also wear CRAFT gear. Furthermore, both parties will cooperate closely in merchandising and release joint fanwear.

Foto: SV 98

As part of the continued partnership, both sides have agreed on a completely new setup regarding the development and design process, which will already be implemented for the jersey for the coming season, which will be presented in July. The goal of these measures is to significantly improve the quality of the products and provide innovative impulses in product design.

Markus Müller, Country Manager of New Wave GmbH: „I’m delighted to be able to extend our contract with the Lilies. The partnership has now existed for seven years – and I’m very happy with how the club and our company have developed during this time.“ Müller adds: „Over these seven years, we’ve also grown together, developed further, and taken the partnership to a new level from season to season. Both parties agree that this journey is far from over. There’s still a lot to come, which is why the fans can also look forward to it.“

Volker Harr, Vice President of SV 98: „The fact that CRAFT is the first partner with whom we are entering the new decade is an important sign of continuity and long-term cooperation. We get along well both professionally and personally. If it’s such a good fit, then we should agree on a longer partnership early on. We’re looking forward to the coming years, looking to the future together, and will take merchandising to the next level.“

Martin Kowalewski, Managing Director of Marketing and Sales at SV 98: „We are delighted that we were able to extend the contract with CRAFT for four years, just one year before it was due to expire. We held an outstanding meeting with the management of New Wave, the parent company, in Gothenburg last year. This gave us all another impetus to think a little bigger about the partnership, especially in the area of ​​merchandising. This will be the central innovation of the cooperation until 2030. In addition to many creative and innovative collections, fans can also look forward to a great new jersey. Many thanks to CRAFT for the trusting partnership.“

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