Hummel signs eight-year deal with Danish FA

15 January 2016 | Commercial & Sponsorship
Hummel signs eight-year deal with Danish FA
Danish sportswear brand Hummel has signed an eight-year sponsorship and supply deal with the Danish Football Association (DBU), 12 years on from the last collaboration between the two.

The contract runs until the end of 2024 and includes all Danish national soccer teams, both men's and women's, at all age levels.

Hummel initially partnered with the DBU in 1979 and remained the official apparel provider to its teams until 2004, when German brand Adidas took over. The new deal has been marked with reminders of the success the Danish national team enjoyed the last time it wore Hummel shirts, including their surprise victory at the Uefa European Championship in 1992.

The new Hummel-designed kits will be unveiled ahead of this year's Olympic Games in Rio, for which the Danish men's team has already qualified thanks to its run to the semi-finals of the Uefa European Under-21 Championship in 2015.

The deal will also cover the pan-continental 2020 European Championship, for which the Danish capital of Copenhagen has been selected as one of the venues.

"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," commented Søren Lund, chief commercial officer at Hummel.

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