SD Huesca Teams Up with Fútbol Emotion’s Soka Brand in Three-Year Technical Supply Deal

Fútbol Emotion, a leading football retail specialist in southern Europe, has signed a three-season agreement with SD Huesca to become the club’s official technical supplier. The partnership extends beyond kit provision to include management of the club’s physical stores, reinforcing Fútbol Emotion’s 360-degree omnichannel business model.

New Three-Year Partnership with Soka Brand

Under the renewed agreement, SD Huesca will wear kits, training gear, and travel clothing supplied by Soka, a football-only brand launched by Fútbol Emotion. The arrangement covers both the men’s and women’s first teams, youth squads, technical staff, and the Alcoraz Foundation, which oversees grassroots football in the region.

Soka is a brand created exclusively for football by the Aragonese company Fútbol Emotion, and SD Huesca will serve as its main ambassador. The club sees this as an opportunity to promote the province of Huesca on its uniforms while supporting a local business. The proximity to the supplier will also allow the club to offer fans more customised designs that reconnect with the region’s identity.

The agreement was formally signed by Carlos Sánchez Broto, CEO of Fútbol Emotion, and José Luis Ortas, general manager of SD Huesca.

José Luis Ortas expressed his enthusiasm: “We identify with Soka’s values. They are committed to authentic football — humble, real football for everyone. Furthermore, as a club, we are proud to be associated with a local company and to promote an Aragonese brand.” He added, “Having an emotional connection to the region through the designs was one of the factors that led us to make this change. With Soka, we will be able to create customised designs, as well as special editions for specific celebrations. This is something our fans have been asking for.”

Carlos Sánchez Broto, CEO of Fútbol Emotion, said: “As an Aragonese company, it is an honour and a huge responsibility to continue working alongside SD Huesca through Soka over the coming years. After three years, we are taking a further step by moving to our own brand, which is exclusively for football and has a very clear claim: real football, humble football. SD Huesca will be our main standard-bearer.”

360-Degree Retail and Business Model

As part of the deal, all official SD Huesca stores will be managed by Fútbol Emotion and integrated into its network of 23 physical shops across Spain and Portugal. This move underscores Fútbol Emotion’s commitment to omnichannel retailing, aiming to enhance the customer experience and position itself as more than a specialist football store or e-commerce site.

The company continues to forge alliances with professional and amateur clubs, offering comprehensive support beyond kit services. By combining physical and digital sales expertise with an innovative vision, Fútbol Emotion aims to contribute to business growth for its partners.

Kit Release Schedule

The official SD Huesca store will begin selling Soka’s new sports products on Saturday 1 July, starting with the first kit. The second kit will be released in mid-July, followed by the third kit in early August.

Fútbol Emotion will outfit SD Huesca with the Soka brand football guide
Fútbol Emotion will outfit SD Huesca with the Soka brand latest updates

Topics

New Three-Year Partnership with Soka Brand

Club and Company Leadership Share Vision

360-Degree Retail and Business Model

Kit Release Schedule

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