Danish sportswear company Hummel continues to outfit new teams. Following partnerships with significant and well-known teams like FC Cologne, Real Betis and the national Danish teams, they have now signed with one of the biggest regions in the area.
When the football team of Greenland, the world’s largest island, steps onto the pitch to represent their island, they will, from now on, wear jerseys adorned with Hummel’s iconic chevrons.
The Danish sportswear brand has entered into a new four-year agreement with the Football Association of Greenland, which suits both sides. Greenland is working to join the FIFA family by becoming a member of Concacaf. As a member of that organization, Greenland could play international tournaments without being a formal country, like Wales and Scotland.
“We are incredibly proud to have entered a new partnership with a renowned brand like Hummel,” said Kenneth Kleist, Chairman of Kalaallit Arsaattartut Kattuffiat. “This gives us a unique opportunity to present Greenland on the international stage and show the world what Greenlandic football can achieve despite our geographical and climatic challenges. We look forward to working closely with Hummel to create even more awareness of our fantastic national team in the coming years.”
“With 80 percent of the country covered by ice caps and glaciers, Greenland represents something truly unique that you won’t find anywhere else in the world,” said Hummel’s CEO, Lars Stentebjerg. “Despite the challenging conditions for football in Greenland, the national football team remains a vital source of national unity and pride among the country’s inhabitants. We aim to incorporate this into our branding and product design to help tell the story of Greenlandic culture,” Stentebjerg concludes.
German record for the Danish brand
The Danish sportswear brand Hummel and Bundesliga club Werder Bremen have announced another milestone achievement. Last year, hummel returned as Werder Bremen’s kit provider after 45 years of absence, with the 2023/24 home shirt becoming the club’s best-selling jersey in history. This year, they’ve outdone themselves again, with sales increasing by 15 percent compared to last year.
Hummel and Werder Bremen have agreed not to disclose specific sales figures.
