Mumbai: Danish sportswear brand hummel has entered into a partnership with Indian Super League side Hyderabad FC, as the club’s official team kit partner for the upcoming 2021-22 season.

This partnership is an avenue to invest in Indian football and further explore new paths to develop the sport in India, said the brand in a statement. As one of the top ISL teams, Hyderabad FC stands committed towards the game and its supporters, and this partnership reaffirms the same. hummel with its experience in product innovation and passion for sports is the ideal fit in the club’s long-term vision, it added.

Speaking on the partnership, hummel India & SEA director Soumava Naskar said, “Football is ingrained in our brand DNA. We come with a rich heritage in football and global partnerships with multiple renowned football clubs. It gives us immense pleasure to take this legacy ahead in India with Hyderabad FC. We are looking forward to strengthening our association with the sport even further in the coming years.”

Hyderabad FC co-owner, Varun Tripuraneni said, “The season last year allowed us to show a small glimpse of how we have established HFC as a unique club with a focus on youth. We’re delighted to have hummel as our official team kit partner as we set out to further build on last season’s success. This coming season is set to be a very exciting one for our club and we are happy to kick-start it by being a part of hummel’s long-standing legacy.”

The Danish brand has a proud sports history with roots in football and handball. It has previously been worn by iconic football teams such as Real Madrid, Tottenham Hotspur, Aston Villa, Benfica, and the Denmark National Team. Today, hummel continues to sponsor clubs and players within handball and football, along with English Premier League teams Everton and Southampton to name a few.