Lincoln City have confirmed a five-year extension to their technical kit partnership with OXEN Sports, with the agreement now running until the end of the 2030/31 season.
The deal ensures OXEN will continue as the club’s official technical kit partner as the Imps prepare for life in the Championship. The company will remain responsible for supplying City’s playing, training and replica kit ranges.
The partnership has already run for seven years, during which OXEN has worked closely with the club across a number of areas connected to retail. That has included changes to the club shop, online store, product ranges, kit launches and the wider supporter retail experience.
What does seem important is that the club will now have control over the rest of the retail operations, which will likely include the sundry items in the club shop, which have previously been OXEN-controlled. OXEN will continue to provide kit and apparel, but the club will bring the management of its retail operation back in-house.
“We’re incredibly proud to be extending our partnership with Lincoln City for another five years,” said OXEN Sports CEO Lee Jenkinson.
“It has been a brilliant seven years working alongside the club during a hugely exciting period, both on and off the pitch.
“When we first came in, there was a clear opportunity to help reshape and improve the club’s retail operation, and our team has worked tirelessly to support that process.
“From product development and kit launches to the online store and the overall supporter experience, we’re proud of the progress that has been made.
“The time is now right for the club to take that operation back in-house and drive it forward themselves, while we continue to focus on delivering high-quality technical kit and apparel for the players, staff and supporters.
“We’re looking forward to the next chapter together and are excited to continue supporting Lincoln City as they move into the Championship.”
City chief executive Liam Scully also thanked OXEN for the role they have played in the development of the club’s retail operation.
“We would like to thank OXEN for the work in helping us improve and develop our retail operation,” he said.
“Their support, expertise and commitment have helped put the club in a much stronger position, and we now feel the time is right for Lincoln City to take full control of the retail operation and build on those foundations directly.
“This new five-year agreement allows us to continue our partnership with OXEN as our official technical kit partner, while also giving the club greater control over an important area of the business.
“We are grateful for the role OXEN has played in setting us up for success and look forward to continuing the relationship as we enter an exciting new chapter in the Championship.”
In real terms, it means the club will have far more freedom to curate the club shop range and add value. Let’s be honest, the club shop has, at times, felt a bit like a clothing store with a football logo on it, and perhaps we’ll see a shift towards a wider range of products fans want to see, such as badges, hats, scarves, and other branded items.
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