hummel and DBU unites in historic cooperation



The Danish sports brand hummel, established in 1923, has signed a sponsorship contract with DBU. It has been 12 years since the iconic chevrons was last featured on the players’ jerseys, but hummel is now back in the game with an 8-year sponsorship contract. The contract will run until 2024 and includes all Danish National Teams.

With strong references to the 1980s, the most dedicated fans in the world and an unforgettable European Championship in 1992, hummel and DBU have recommenced the cooperation with the shared mission of supporting the Danish National Football Team and at the same time unite the Danes in the red and white colours.
The cooperation aims for the stars and hummel is thrilled about the potential. Søren Lund, Chief Commercial Officer at hummel states:

“Our cooperation with DBU concerns no less than 15 Danish national teams. This gives us an exciting opportunity to build a close relationship with the players as well as the Danish fans - thereby taking our entire football nation to the next level. The Danish National Football Team and hummel have a long and proud history, which is why we are looking very much forward to this cooperation and to, once again, create amazing results and unforgettable moments together.

hummel owner and Chairman, Christian Stadil adds: “The Danish National Football Team and DBU is already a part of our brand’s DNA, so today feels like returning home. We believe that we, together, can create value and history for Denmark and the Danish fans - and that we can create positive change through football”.

The Danish sports brand signed the first sponsorship agreement with the Danish National Football Team January 1st 1979, and besides the period 2004 – 2016, hummel has been a committed supplier of football equipment and unity ever since. Therefore, the cooperation builds on strong feelings, solidarity and great historic success.
Commercial Director at DBU, Katja Moesgaard states:

- “We are thrilled that hummel is back as our sponsor. The brand’s deep roots in both Denmark in general and in the football culture tallies very well with our wishes for a strong partner. We are positive, that our national football pride will skyrocket with the iconic chevrons back on the jerseys”.

The design process for the new kit is already initiated - faithfull to the Danish flag “Dannebrog”, the red and white colours and with a promise of creating new, iconic designs. The result will be revealed in the summer of 2016.

This means that the cooperation will be kick started right before the Olympic Games in Brazil - one of the most impactful sports events in the world - where the new kit will be revealed. The European Championship in 2020 on home ground is another milestone for the cooperation. Here, the objective will be to unite all football loving Danes and create a huge celebration in red and white.

The cooperation covers the male and female national teams, football schools and shared initiatives for the Danish fans.     

hummel boiler (facts)
Established in 1923, the Danish sports brand hummel has a long history within the sportswear industry. 140 passionate employees work at the headquarters in Aarhus with the common mission of Changing the world through sport. The primary target markets are Scandinavia, Central Europe and Turkey. There are also global distribution channels in another 32 countries.
hummel designs, produces and markets clothes and equipment for various sports as well as sneakers and leisure wear for both adults and children. With the product categories; teamsport, footwear, kids, sport lifestyle and selected premium co-labs, hummel launches new styles several times a year in a consistent mix of retro and contemporary trends. Today, hummel is a leading player on the Danish sports market and the brand’s DNA and focus on football is very much manifested in the Danish Superliga, sponsoring five out of 12 clubs; AGF, Brøndby IF, Odense Boldklub, SønderjyskE and AaB.
hummel A/S is part of the Thornico Group.

DBU boiler
Until 1979 DBU had no sponsorship agreements. Instead, DBU bought sports gear from different suppliers and manufacturers of football clothes for the Danish National Football Team – Umbro and Admiral among others. In 1979 hummel and DBU signed a supply agreement, which was later expanded to include a dialogue with the players and coaches regarding design of the kits, standing deliveries to DBU, royalties from the sales and an annual cash payment. hummel was the sponsor until 2014, where Adidas took over the sponsorship agreement. hummel will again be sponsoring the Danish National Football Team from august 1st 2016.