2004

hummel celebrates its 25th anniversary as apparel sponsor of the Danish Football Association. The national football team reaches the quarter finals of EURO 2004 in Portugal before being knocked out by the Czech Republic. Later that same year big sponsorships deals with former “hummel-team”, Aston Villa, and one of the very best teams in the German handball Bundesliga, SG Flensburg-Handewitt, with numerous Danish players in the roster are signed.

The Olympic games in Athens turn out a huge success for the Danish company – not only does the whole Danish olympic delegation wear apparel and footwear but when the Danish royal family shows up wearing the hummel chevrons – an appearance that is later compared to having copyright on the Holy Bible itself by leading international communication experts in terms of PR value.

More success follows in August 2004 when Sportswear International selects hummel “best athletic women’s collection”.