HUMMEL SIGNS FIVE-YEAR PARTNERSHIP WITH REAL BETIS
After more than 30 years, the Danish sportswear brand hummel is returning as the kit supplier of Spanish football club Real Betis. The new partnership will see hummel become technical sponsor of the Green and White institution for the next five years. Read more.
HUMMEL SIGNS FIVE-YEAR AGREEMENT WITH AS SAINT-ÉTIENNE
The Danish sportswear brand hummel has signed a new multi-season partnership with AS Saint-Étienne and its sports marketing agency SPORTFIVE with hummel becoming the official kit supplier of ASSE. Read more.
HUMMEL DELIVERS RECORD RESULT WITH MULTI-MILLION PROFIT
After a year with red numbers on the bottom line, hummel achieves a profit of 115M DKK and thus delivers the best result in the brand’s almost 100-year history. At the same time, revenue increases by 38 percent, and the Danish sportswear brand is now approaching a revenue milestone of 2 billion DKK. Read more.
HUMMEL AND ASTRALIS EXTEND AND EXPAND STRATEGIC PARTNERSHIP
With 18 months left of the original agreement, the two Danish brands hummel and Astralis have now announced a two-year extension and a significant expansion of the partnership. Read more.
HUMMEL AND BLS HAFNIA CELEBRATE THE NEW GENERATION
The Danish fashion brand BLS Hafnia has in collaboration with hummel designed a new Danish national team shirt. The shirt pays tribute to the new generation and will be part of a larger lifestyle collection from hummel, BLS Hafnia and DBU. Read more.
HUMMEL SIGNS WORLD CUP WINNER LUKAS PODOLSKI
Starting 1st of January 2022, the German football legend Lukas Podolski will be joining the sportwear brand hummel as its new global football and brand ambassador. The 36-year-old World Cup winner has signed a five-year deal with the bumblebees. Read more.
HUMMEL ACQUIRES DANISH KIDS BRAND
From the 1st of January 2022, Danish sportswear brand hummel will acquire the kids fashion brand Sometime Soon, which within just a few years has established itself as an important player on the international kids fashion scene. Read more.
HUMMEL SIGNS FIVE-YEAR KIT DEAL WITH FC KÖLN
The multi-year agreement will see hummel manufacture and supply FC Köln with bespoke playing, training and travel wear ahead of the 2022/23 season. Read more.
HUMMEL SIGNS FIVE-YEAR KIT DEAL WITH SOUTHHAMPTON FOOTBALL CLUB
hummel is delighted to announce a partnership with Southampton Football Club. Starting on 1st July 2021, the five-year partnership will see hummel combine its renowned product innovation and passion for doing things differently to help the club progress on and off the pitch. Read more.
HUMMEL & NORWEGIAN HANDBALL FEDERATION SIGN MILESTONE AGREEMENT
Starting July 1st 2020 until December 31st 2026, hummel will be the official partner and technical supplier to the Norwegian Handball Federation (NHF) in an agreement including all official on and off court sports apparel and accessories as well as medical equipment and resin. Read more.
EVERTON AGREES CLUB RECORD DEAL WITH HUMMEL
Everton Football Club has agreed a Club-record technical partnership with iconic sportswear brand hummel. Read more.
ASTRALIS GROUP AND HUMMEL ENTER HISTORIC AGREEMENT
hummel and Astralis Group, who owns and operates the three globally leading brands, Origen in League of Legends, Future FC in FIFA, and the Counter-Strike team Astralis, today announced a comprehensive, new sponsorship agreement, which ultimately will include all three teams. Read more.
HUMMEL ACQUIRES NEWLINE AND HALO
As of January 2020, hummel has acquired the activities of Performance Group Scandinavia A/S including the two established brands Newline and HALO. Read more.
HUMMEL ANNOUNCED AS MOST SUSTAINABLE CLOTHING BRAND IN DENMARK
During these troubled times, we are both happy and proud to announce that hummel has been named category winner in the SUSTAINABLE BRAND INDEX 2020. Read more.
HUMMEL RETHINKS PLAYER OF THE MATCH AWARD
hummel and the IHF replace the traditional ‘Player of the Match’ trophy and instead give the player a direct opportunity to pass on talent and passion for handball to the next generation by donating hummel handball equipment for less fortunate children. Read more.
hummel x Niklas Landin
When one of the world's best handball goalkeepers, Niklas Landin Jacobsen, sets up for the upcoming season, he gets dressed in hummel from head to toe. Read more.
FIGHTS THAT MATTER
hummel boosts its commitment to changing the world through sport, pledging to donate 1% of its online turnover to FIGHTS THAT MATTER. Read more.
HUMMEL CANCELS AFF SPONSORSHIP
hummel cancels sponsorship and calls for the immediate resignation of the president of the Afghan Football Federation. Read more.
NEW JERSEY FOR THE WOMEN'S NATIONAL FOOTBALL TEAM
The Danish Women’s National Football Team puts up a fight every day of the year to be recognised in a sport that continues to be dominated by men. The team’s clothing sponsor, hummel, supports their fight and has therefore launched the women’s new match day jersey on International Women’s Day. Read more.