After more than two decades, Hummel returns to Italian football through a new partnership with LR Vicenza.
For the Danish sportswear brand Hummel, Italy has always been an important part of its football heritage, the company said, with past sponsorships including Udinese, Hellas Verona, and Chievo Verona. Now, after years of focusing on building a strong presence in other European markets, hummel is ready to re-enter Il Bel Paese with a club that perfectly reflects its values.
Since the last Italian sponsorship with Chievo Verona in 2000, hummel has concentrated on strengthening its presence in key European markets such as Germany, France, and Spain, establishing strong partnerships with clubs like Werder Bremen, FC Köln, Real Betis, and Celta Vigo. Now, after 25 years, the brand returns to Il Bel Paese through a new collaboration with the historic football club, LR Vicenza. “After some years away from Italy, we believe the moment has come to return. Italian football is full of passion, tradition, and unique culture – values that align perfectly with Hummel. Vicenza represents exactly the kind of partnership we are looking for: a club with history, character, and an authentic connection to its community,” says Hummel CEO, Lars Stentebjerg.
