Hummel: Challenger brand aims to create buzz in US football market

Rasmus Hojlund of Denmark during a Euro 2024 qualifying match against San Marino. (Photo by MB Media/Getty Images)
Rasmus Hojlund of Denmark during a Euro 2024 qualifying match against San Marino. (Photo by MB Media/Getty Images)
Danish sports brand Hummel aims to break into the US football market by using strategies that it has already deployed in Europe, Hummel chief executive Allan Vad Nielsen has told SportBusiness Sponsorship.

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