Barmy Army, Admiral, and Pro:Direct Sport are thrilled to announce a landmark partnership that will bring an exclusive new range of cricket merchandise to England fans worldwide. This collaboration was born out of a shared passion for cricket and a commitment to providing fans with high-quality, stylish apparel that celebrates the rich heritage of the game.
Admiral’s long-standing history in cricket apparel, combined with the Barmy Army being at the heart of English and Pro:Direct Sport’s expertise in sports retail, makes this an ideal partnership to deliver unique merchandise that truly resonates with cricket supporters.
The newly launched collection draws inspiration from some of the most iconic designs in English cricket history, bringing back memories of legendary moments on the pitch. With 2025 being an Ashes year, this launch feels even more special — it also marks 20 years since England’s unforgettable 2005 Ashes triumph, a series where they played some of their most thrilling cricket while wearing Admiral.
Rodney Rens, Barmy Army Merchandise Manager, said: “We are absolutely delighted to launch our new merchandise range in partnership with Admiral, and hope Barmy Army supporters and Members enjoy the designs.
“From the start of the design process, it was important that we worked closely with Admiral to ensure the products were instantly recognisable. We are incredibly grateful to Admiral for their support during this process. With thousands of England fans travelling to Australia for the Ashes next year, it would be amazing to see the Admiral range on display Down Under!”
Theo Hamburger, Head of Sales and Marketing at Admiral, said: “It is a great honour to be partnering with the Barmy Army. Fans are the lifeblood of sports culture, and few embody that better than the Barmy Army, whose passion and dedication take them around the globe in support of England.
“We’re thrilled to work alongside such an iconic community and look forward to creating more unforgettable moments with the fans. As part of this partnership, we’re excited to bring back some of Admiral’s most iconic cricket styles, blending timeless designs with a Barmy Army twist.”
Andy Pitt, Cricket Buyer at Pro:Direct Sport, said: “When the opportunity arose to collaborate with the Barmy Army and Admiral on this partnership it was a no-brainer. The Barmy Army are synonymous with English cricket and have a voice and reach that resonates all over the world.
“Combining that with Admiral’s heritage in cricket, they have produced some incredible products which, although it may feel nostalgic, it hits all the markers in terms of quality and execution. We are absolutely certain fans of the modern game are going to love it.”
This partnership marks a significant step forward in bringing high-quality, heritage-inspired cricket merchandise to England fans worldwide. The new range will be available exclusively through Barmy Army initially, with wider retail availability coming across the summer, ensuring easy access for supporters who want to wear their pride on their sleeves.
For more information and to shop the collection, visit: Barmy Army, Admiral Sports
