Hummel and the Danish Football Association (DBU) have formalised their commitment by signing a letter of intent for an eight-year extension.
This ensures that the iconic hummel chevrons will continue to adorn the Danish national team jerseys until the summer of 2032. This extended partnership encompasses all Danish national football teams, the DBU Football School, and referees, with a particular focus on introducing equal bonus schemes for both the women's and men's national teams.
This renewed collaboration between Danish sportswear brand hummel and DBU represents a commitment to their shared goal of uniting and inspiring the Danish people under the red and white flag. Notably, the letter of intent emphasises equalising bonus schemes for both women's and men's national teams, a development that has garnered enthusiastic support from DBU's CEO, Erik Brøgger Rasmussen.
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“Danish football and our national football teams are fantastic places with many active fans and impressive sporting results. We’ll be proud to continue having hummel as a partner and clothing brand, both for our football school children and referees and, especially, for all our national teams - now until 2032. 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 Erik Brøgger Rasmussen.
In celebration of its 100th anniversary, hummel, the Danish sportswear brand, commenced its sponsorship of the men's national team on January 1, 1979. This long-standing partnership has seen hummel as a consistent provider of football apparel for the Danish national teams, except for a brief hiatus from 2004 to 2016. The association between hummel and the national teams is rooted in profound emotions, camaraderie, and a rich history of triumphs.
“The Danish national football teams and DBU are an important part of our history, and it’s a great honour to have signed a letter of intent on an eight-year extension. In our view, you cannot mention DBU without mentioning hummel, and we’ll be incredibly proud to continue the strong collaboration for the benefit of Danish football. 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. We’ll look forward to representing Danish football for another eight years, where we will be excited to create new and memorable moments together with the Danish fans,” says hummel CEO, Allan Vad Nielsen.
