November 24 – Denmark has extended its long-term agreement with Hummel in a deal that will see the Danish sportswear manufacturer continue to produce Denmark kits until 2032.
The eight-year extension refelect the strenthening bond shared by the two brands, having made the headlines in the 2022 World Cup for Denmark’s shirt which was designed as a protest against Qatar’s human rights record.
With the sportswear brand celebrating its 100th anniversary this year, Hummel and DBU have said they will use the new collaboration agreement to equalise bonus schemes for the women’s and men’s national teams.
The two partners have been intertwined since 1979, bar a 12-year period from 2004 to 2016 where the Danish National team was sponsored by Adidas.
The agreement will cover all Danish national football teams, DBU Football School, and referees.
“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,” says DBU CEO Erik Brøgger Rasmussen.
Denmark qualified for the 2024 European Championships this week after collecting a group-topping 22 points in Group H.
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