Danish sportswear brand Hummel will continue its tenure as kit supplier of the country’s national soccer teams until 2032 after securing a long-term contract renewal with the Danish Football Association (DBU) governing body.
The eight-year deal, which covers all Danish national sides, including the men’s and women’s teams, youth national teams, soccer schools, and referees, will see the Hummel logo remain on the chest of all national jerseys, while the brand’s iconic chevrons will continue on the sleeves.
As part of the new deal, the DBU and Hummel have also agreed to equalize bonus schemes for the women’s and men’s teams.
DBU chief executive Erik Brøgger Rasmussen said: “Danish football and our national football teams are fantastic places with many active fans and impressive sporting results.
“We are particularly pleased that Hummel, with the new agreement, has agreed to provide an equal-sized tournament bonus for both the women’s and men’s national teams. This is crucial for our work with football for everyone and a strong signal that gender equality is central – also in Danish football.”
Hummel, celebrating its 100th anniversary this year, revived its relationship with the Danish soccer team in 2016 with an eight-year deal, replacing German sportswear giant adidas, which had been the DBU’s kit supplier for 12 years.
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Before that, Hummel and the DBU partnered from 1979 to 2004, with Denmark’s men’s team sporting memorable shirts with chevron sleeves in their heyday of the 1980s and 1990s, including en route to victory in the 1992 European Championships.
Last year, the brand and the DBU courted controversy after launching new kits that protested Qatar’s 2022 FIFA World Cup hosting. The design feature took effect across Denmark's first, second, and third kits, the latter of which is newly introduced in all-black as a “color of mourning" due to the country’s alleged rights abuses.
Hummel chief executive Allan Vad Nielsen said: “The Danish national football teams and DBU are an important part of our history, and it’s a great honor to have signed a letter of intent on an eight-year extension.
“The extension will not only emphasize our commitment to the development of the sport but also our common goal of creating an inclusive football community for everyone.”