The Danish Football Association, known as the Dansk Boldspil-Union (DBU), has agreed to extend its long tenured kit sponsorship with Hummel.
As part of the deal extension, Hummel has announced that it will grant equal pay tournament bonuses for the Danish men’s and women’s national teams in a bid to increase gender equality.
The eight-year sponsorship extension will last until the summer of 2032, with the Danish sportswear apparel company continuing to manufacture kits for the national team for major international competitions, such as the FIFA World Cup and UEFA European Championships, provided if they qualify for future tournaments.
Erik Brøgger Rasmussen, DBU Managing Director, commented: “Danish football and our national football teams are fantastic places with many active fans and impressive sporting results.”
“We are particularly pleased that Hummel, with the new agreement, has agreed to provide an equal-sized tournament bonus for both the women’s and men’s national teams. This is crucial for our work with football for everyone and a strong signal that gender equality is central – also in Danish football.”
Hummel has been a long-tenured partner of Danish football, dating back to 1979 when the two parties first linked. The sportswear company lost kit sponsorship rights from 2004 to 2016 to Adidas, before returning in 2017.
The sponsorship will cover all Danish national football teams, including the national women’s team and youth level teams, as well as referees and football schools in the country.
“We’ll be proud to continue having Hummel as a partner and clothing brand, both for our football school children and referees and, especially, for all our national teams – now until 2032,” added Rasmussen.