hummel signs new partnership with werder bremen

When the players from Werder Bremen are stepping onto the pitch for the 2023/24 season, they will be sporting a brand-new hummel kit.

For the next six years, the iconic hummel chevrons will decorate the kits of Werder Bremen, as the traditional German club and the Danish sportswear brand have signed a new partnership.

“We are incredibly proud to announce our new partnership with Werder Bremen, one of the most iconic football clubs in Germany. This is a fantastic opportunity for us to expand our presence as a football brand in Germany and pursue our ambitious plans for international growth and expansion. We are excited to support such a prestigious football club that aligns well with our values and commitment,” says hummel CEO, Allan Vad Nielsen.

The partnership between Werder Bremen and hummel marks a reunion between two well-known brands, as hummel also served as the club’s official kit partner from 1976-1978.

“We look forward to working with the club again and together we strive to bring groundbreaking products to the club and to it’s passionate fans,” Allan Vad Nielsen continues.

The reunion with the Danish sports brand has also generated a great deal of enthusiasm at Werder Bremen.

“We are thrilled to have been able to attract hummel. A true traditional brand connecting sport and lifestyle that is known worldwide. Tradition, authenticity, and a passion for sport are highly valued and an integral part of hummel’s corporate philosophy, making the company a perfect match for SV Werder and our values,” says Klaus Filbry, CEO of SV Werder Bremen.

The Danish sportswear brand is currently sponsoring 1. FC Köln, and with their new partnership, hummel will now be representing two clubs in the German Bundesliga.