One of the most traditional supplier partnerships in world football is entering the next round: On Friday, the Danish sporting goods provider Hummel announced that it had concluded an agreement with the national football association Dansk Boldspil-Union (DBU) to continue the cooperation for eight years.
Hummel will therefore dress all of the country’s national football teams in the women’s, men’s and junior divisions until at least the summer of 2032. The brand also remains the supplier of the DBU Fodboldskole youth program and the referees. The sports equipment retailer also participates in a bonus system designed to equalize the remuneration of the Danish men’s and women’s national teams.
Hummel signed its first equipment contract with the Danish Football Association at the beginning of 1979. In the period that followed, the label supplied, among other things, the unmistakable jerseys of the legendary men’s national teams from the 1980s and 1990s. The collaboration initially ended in 2004 when Adidas became the association’s new supplier. Since 2016, the DBU has been working again with the traditional partner Hummel.
Hummel CEO Allan Vad Nielsen highlighted the special significance of the partnership: “The Danish national football teams and the DBU are an important part of our history and it is a great honor to have signed the agreement for an eight-year extension,” he said in a statement statement. “In our opinion, the DBU can only be mentioned together with Hummel, and we are incredibly proud to continue the strong collaboration for the benefit of Danish football.”