Hummel
Hummel: Challenger brand aims to create buzz in US football market
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.
Hummel marks centenary year with DBU extension
The Danish Football Association (DBU) has agreed terms on an eight-year extension with its kit partner, Hummel, with the new deal set to have a focus on gender equality.
Hummel replaces Adidas as Team Vitality kit supplier
Danish sportswear brand Hummel has signed as kit supplier for the French esports organisation Team Vitality, in a deal brokered for the club by the Sportfive agency
Hummel extends backing of International Handball Federation
The International Handball Federation has renewed a supplier deal with Danish sportswear brand Hummel.
The new five-year deal will run until 2027, extending a relationship which commenced in 2019
Hummel clubs assess fallout from Elite Sports Group’s administration
Elite Sports Group, the exclusive UK brand partner to Danish sportswear firm Hummel, has gone into administration
Rainbow Shirt – Hummel and Southampton FC / Everton FC / Brondby IF
In August 2021 Danish sportswear brand Hummel leveraged a trio of its official football club supplier tie-ups – Everton FC, Southampton FC and Brondby IF – on a kit-based collaborative campaign called The Rainbow Jersey to support the LGBTQ+ community, fight against discrimination in football and raise funds for local inclusivity non-profits.
Saint-Étienne switches to Hummel in Sportfive-brokered deal
AS Saint-Étienne has signed up Danish sportswear brand Hummel as its new kit supplier.
The five-year deal, which will run until the end of the 2026-27 season, was brokered by the Sportfive agency.
More Than Eleven – Hummel & Everton FC
In July and August 2020, Everton and technical partner hummel rolled out ‘More Then Eleven’: a multiple kit launch campaign focused on equality, inclusivity and the strong bond between the club and its global fanbase.
Patchwork of Dreams – Hummel & the Danish Football Association
Hummel’s pre-2018 Fifa World Cup kit launch with the Danish Football Association (DBU) put the players in shirts belonging to fans.
Hummel makes Super League entry with Wigan Warriors deal
Danish sportswear company Hummel has expanded its presence in rugby league by agreeing a four-year deal to become the new kit partner of reigning Super League champion Wigan Warriors
Braga signs kit deal with Hummel
Sportswear provider Hummel has signed a kit supplier partnership with Portuguese Primeira Liga football club SC Braga.
The four-year deal will run until the end of the 2022-23 season
NPSL announces Hummel as preferred apparel partner
The National Premier Soccer League (NPSL) has made Danish manufacturer Hummel the preferred apparel partner of the league, which has more than 90 teams across the United States
Hummel extends historic kit deal with GWD Minden
German Handball Bundesliga club GWD Minden has extended its partnership with Danish sportswear company Hummel