Sponsorships - Football
To sponsor someone is a privilege
If you - like us - share the passion, dedication and belief that sport is more than what meets the eye. Football is more than a game, a jersey is more than a piece of clothing and a goal is more than a ball crossing the goalposts.
For this football season hummel has once again chosen to sponsor a series of national teams, clubs as well as individuals. Our sponsorships focus on uniqueness. Unique culture, values and individualsdaring to break conventions in order to reach their goals. We also look for the underdogs - those who rarely win, but where the soul, legacy and dreams are sometimes even bigger. Because for us it is about more than providing quality jerseys and equipment – it is about showing our belief in each and every player, team and fan - as we are fellow soulmates in the pursuit of a victorious dream.
For these reasons, and many more, these are the teams, clubs and individuals we want to help step into character and that we are proud to sponsor.
DBU - The Danish national teams
The hummel relationship with DBU – the Danish Football Association – goes back to 1979, when the first sponsorship agreement was first signed; one that lasted until 2004. Not only does this mean that the 15 different Danish national teams are a big and important part of the hummel DNA, it also means the players wore red and white chevrons on the pitch back in 1992, when they took that shock win in the European Championship final against Germany. Since then, many iconic moments have made the commitment between hummel and DBU even stronger – the Women’s silver medal in the 2017 Women’s Euro being the latest proud memory. As DBU was founded in 1889, the roots in Denmark and Danish culture is strong - which makes it one of the most perfect fits for a hummel sponsorship, according to one of our biggest values: Danishness.
As one of the biggest and most famous clubs in Denmark, Brøndby has been a long hummel partner. The relationship spans more than 20 years as it started with a sponsorship deal from 1986-1996. In 2012, hummel returned as official kit sponsor – a deal that lasts until 2022. The sponsorship connects the two parts even closer, as there is a strong collaboration on innovation and product development between the two. Brøndby IF has one of the strongest and most fervent fan clubs in Denmark and with a long history and a firm local position, the partnership is only a natural one.
AFGHANISTAN NATIONAL TEAMS
The Afghanistan National Teams organised under the Afghanistan Football Federation have risen and stood strong, despite decades of disorder stemming from war. This has not gone unnoticed as Afghanistan won the 2013 FIFA Fair Play Award, for the ability to develop and nurture football in a country that has faced numerous challenging political situations. We at hummel have also noticed the strength and immense teamwork that characterises the Lions of Khorasan and are proud to call ourselves their sponsor. The women’s team increasingly earns respect as they pave ways for empowering women across the globe with their Girl Power initiatives, going under the motto: ‘Team work makes the dream work’. In this connection, we recently launched an Afghanistan kit including a hijab – yet another initiative to Change the World Through Sport. We are honoured to be a part of one team, one goal
Founded in 1880, AGF is the iconic Danish football club based in hummel’s own hometown of Aarhus. It is one of the most winning Danish football clubs of all time – and though the results may have varied throughout the years, the club has secured a loyal following as well as the club holds a strong local position. The ties to the local community has been further secured by hummel as a special jersey was designed in 2017 to celebrate the hometown of Aarhus’ special position as European Capital of Culture 2017.
Christiania Sports Club
CSC Christiania started out in 1982 in the Freetown Christiania, Copenhagen, Denmark, with the ambition of being the first football club without membership fees. However, as the club grew, making it hard for things to go around, a small fee was required. Nonetheless, this mentality of going against the more conservative Denmark and having a more unique approach to not only football, but life in general keep being key characteristics of the club. This is strongly represented in team mottos: ‘Joint the club’ and ‘You’ll never smoke alone’. There is an increasingly strong fan basis, who are eager to show their support for the clubs' strong focus on equal rights and diversity. The unique hummel CSC jersey designs have been spotted on celebrities world-wide and CSC has come to represent a form of national team for the Freetown Christiania. Hummel embraces the more alternative, charismatic team, and is proud to have entered a partnership with a club that shares the same wish to Change the World Through Sport.
hummel is proud to sponsor clubs and teams that do things differently and represent several of the hummel values of Sport, Character, Karma, Danishness, and Heritage – and one of them is SC Freiburg. The German club, that has played in the German Bundesliga in 16 of the past 22 years, is known for its positive approach to talents, community building and their tight-knit relationship to the fanbase. Their youth division has produced more licensed football players for the professional team than any other German pro-club and tellingly, their fanbase is equally as strong: with tolerance, respect for opponents and intense loyalty to the club, the fans are the backbone of SC Freiburg. It makes SC Freiburg a club with inherent Character – and an obvious hummel partner.
With room for 26,512 spectators at Estadio Nuevo José Zorrilla, Real Valladolid Club de Fútbol is based in Castile and León, where the club plays in the Segunda División. With distinct white and violet as their home colours, their official hummel kits feature a broad striped design.
V-Varen Nagasaki was formerly known as Ariake Football Club established in 1985, until they merged with Kunimi Football Club in 2005, implementing the name they are still known by today. V-Varen Nagasaki became champions of the 2012 Japan Football League, promoting them to the J. League Division 2 for the very first time in the history of the club. In 2015 together with hummel, VVN presented two unique Pray for Peace jersey’s to commemorate the 70th anniversary of the atomic bombing in the city of Nagasaki. This captures the spirit of the club, which is built on values of respect, unity and passion for the game. We are proud to continue our sponsorship with a club that finds importance in raising awareness about maintaining peace for coming generations.
Marking hummel’s position as a leading lifestyle and sports brand on the Turkish market is the sponsorship of Atiker Konyaspor. Based in the city of Konya in the historic region of Anatolia, the football club plays in the Süper Lig in the top of Turkish football. Founded in 1922, Atiker Konyaspor won their first ever Turkish Cup championship in 2017 as the green-white chevron clad team defeated İstanbul Başakşehir.
Lithuanian Football Federation
As the governing body of football in Lithuania, the Lithuanian Football Federation has been instrumental in building and positioning Lithuanian football both nationally and internatiolly. The hummel-sponsored federation holds the responsibility for football development and the yellow/green and chevron-clad national team.
The hummel partnership with FC Utrecht started in 2012. The Dutch football club was founded on 1st of July 1970, and since then, the club has never been relegated from the Eredivisie – the top league in Dutch football – as the only other club besides the ‘Big Three’ (Ajax, Feyenoord and PSV).
SpVgg Greuther Fürth
Founded in 1903, Greuther Fürth is one of Germany’s historic football clubs. Based in Bavaria in Fürth, near Nürnberg, the club is currently in the 2nd Bundesliga. The hummel sponsorship with the old German club is signed to last until the 2021 season, which makes for a strong partnership with an array of interesting releases.
Club Deportivo Tenerife
Having lived a tumultous life in different leagues in the Spanish football world since its foundation in 1912, Club Deportivo Tenerife now plays in the Segunda División, the second best league in Spain. With a home at Estadio Heliodoro Rodríguez López in Santa Cruz de Tenerife, fans are called Chicharreros named after the mackerel fish (chicharros) the inhabitants of the fishing village of Santa Cruz ate. With a history that spans everything from economic trouble to exciting runs in the Copa del Rey and the UEFA Cup, Club Deportivo Tenerife is one of hummel’s main sponsorships in Spain.
Jeonbuk Hyundai Motors
Jeonbuk Hyundai are the first club from East Asia to win the Asian Champions League, since it was launched in 2003. In addition to this, they have won the Korean FA Cup three times, and are the first K-League team to have participated in the AFC Champions League six consecutive times, making them a very prominent club in Asia. The green warriors are known for their dedication to their fans, and their contribution to the local community through several CSR activities such as invitations to lower-income families and the raising of global talents. The club strives to bring passion and joy to Jeonbuk, and we at hummel are excited to be a part of that project.
Incheon United FC
Since 2015, hummel has been the proud official kit sponsor of Incheon United FC. Based in the city of Incheon in South Korea – the third biggest city in the country – Incheon United FC is special in the way that this club was founded as a community club with the city itself being the key shareholder. It underlines the club's strong communal ties, as it was launched in 2003 with a public share issue – and as such, the club embraces important hummel values, as it has an important role in community building and the exchange of emotions, community and fellowship through sport.
INAC Kobe Leonessa
INAC Kobe Leonessa has proved a strong point for women’s football in Asia. Since the club was founded in 2001, the club – based in Kobe – has won several championships in Japan. With their passion and famous Japanese players like Homare Sawa as previous players on the team, the lionesses are an integral part in expanding the narrative, stronghold and perspectives on female football not only in Asia, but all over the world.
The Seoul WFC is a women’s football club in Seoul, South Korea. Formed in 2004, the club plays in the WK-League and underlines hummel’s focus on expanding its presence in terms of high-level women’s football. As this team has the nickname The Amazones, they continue their fight to entice, engage, and compel even more fans with top-tier women’s football.
RC Strasbourg Alsace
This proud football club has a strong historic foundation connected to its Alsatian roots. Founded in 1906, RC Strasbourg Alsace has been marked by the turbulent history of the region. That makes for a proud French heritage – physically based in the club’s iconic stadium, The Meinau. As it has been the base of RC Strasbourg Alsace since 1914, it has now become a mythical place closely connected to the French club which currently plays in the French Ligue 1.
Go Ahead Eagles
Go Ahead Eagles and hummel have worked together since 1988. Over the years, this characteristic cult club has built a dedicated fan base – a community that the club itself and hummel have celebrated several times throughout the years. In 2009, Go Ahead Eagles became the first Dutch club to have the skyline of their hometown featured on the shirt. In 2016, the away shirt contained the names of 6000 loyal fans, and in 2017, the new shirt will be designed by the fans.