In recent years, Hummel has seen great growth in Spain by increasing its sponsorships across the country’s professional leagues. Currently, the Danish company sponsors 39 clubs out of 192 in football, handball, volleyball and basketball, representing 20 percent of all professional clubs in the country. As a result of this growth, Hummel now sponsors three times as many clubs as its closest competitor, Nike, which sponsors 13 pro clubs, followed by Adidas with 12.
“We are extremely proud of this milestone, which clearly reflects our focus on team sports and our strong position in the Spanish market,” says Hummel CEO Lars Stentebjerg. Outperforming global giants like Nike, Adidas, and Puma only makes the achievement even more remarkable and are a clear signal of the strength and potential of our brands. We have a clear ambition to build on our positive momentum and expand our presence at all levels of professional sports in Spain.”
In addition to being a leader in professional sponsorships, Hummel has also experienced an overall growth rate of more than 30 percent in its Spanish business despite challenging market conditions. With growing demand and increased brand recognition, the company expects 2024 to be a record year in Spain with historically high top and bottom-line results. “As we expand globally, Spain has emerged as one of our key markets and we now aim to reach a turnover of DKK 400 million (€53.6m) by the end of 2028,” Stentebjerg concludes.
