Why are Denmark now sponsored by adidas? As Hummel are a Danish brand I would have thought they would like to exploit the opportunity, especially as Denmark are playing so well at the moment!!
It is sad, but unfortunately a question of money. hummel has sponsored the Danish National Team DBU for over 20 years, but as the hummel brand is now getting more and more buzz in the football world, I think Adidas feels threatened to some extent.Simply put, Adidas has been able to make a MUCH larger sponsorship package offer to DBU, which we at hummel could never match because of their resources.One day in the future however, I am sure DBU will return to hummel.Here in Denmark, epsecially, people still associate DBU with hummel, and I know the new kit certainly hasnt been as popular with the public. New red color that really isnt right, and no chevrons! ;)
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