Hummel puts pressure on FIFA ahead of Qatar World Cup by removing branding from Danish kit, says GlobalData

Following the news that kit supplier Hummel will not allow its branding to be shown during the World Cup in Qatar;

Conrad Wiacek, Head of Sport Analysis at GlobalData, a leading data and analytics company, offers his view:

“Hummel’s kit deal with Denmark is worth an estimated $2.3 million per year, with the World Cup presenting the largest singular opportunity for Hummel to not only build its brand but generate revenue. Therefore, the company’s decision to use its platform to send a message regarding Qatar’s human rights abuses sends a significant statement and brings attention to a situation Qatar would rather was not highlighted and one that governing body FIFA were hoping to avoid.

“The sportswear company has stated it does not support Qatar as the host nation, which is an unprecedented step for a kit supplier to take ahead of a major tournament. With the likes of Nike, adidas and PUMA staying silent with regards to their thoughts on the tournament, Hummel have made a significant intervention less than 2 months ahead of the tournament. This not only puts pressure on FIFA and Qatar, but other kit suppliers with far more valuable deals in place.”