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Danish Football Association rekindles Hummel ties

The Danish Football Association (DBU) has entered into a new partnership with sportswear brand Hummel.

The Danish company has agreed an eight-year deal with the DBU to provide the playing kits for Denmark’s national teams until 2024. Hummel replaces German sportswear giant Adidas as Danish football’s kit provider.

The partnership will see Hummel supply the DBU with kits for the men’s and women’s teams and also extends to junior outfits. In all, the agreement will cover 15 Danish national teams.

Denmark’s new kit is scheduled for release this summer and will be worn for the first time as the national team competes at the 2016 Olympic Games in Rio de Janeiro, Brazil. Hummel has provided Denmark’s kits in the past, having first sponsored the DBU in 1979.

“The Danish national football team and DBU are already part of our brand DNA, so today it is like coming back home and a great day for us,” Hummel owner and chairman Christian Stadil said. “We believe fundamentally that we, together with DBU, can create value and history with Denmark and the Danish fans, and that together we can create positive change through football.”