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17th Nov 2021

Denmark to replace kit sponsors with ‘critical messages’ for Qatar World Cup

Callum Boyle

The Danish national team are taking a series of ‘critical’ actions ahead of the World Cup in Qatar

The Denmark national team will replace their kit sponsors with ‘critical messages’ in a bid to raise awareness of the ongoing human rights issues in Qatar ahead of the World Cup next year.

The Danish Football Association (DBU) have confirmed in a statement that their traditional sponsors Danske Spil and Arbejdernes Landsbank will give up their usual sponsor spots on Denmark’s training gear and will be replaced by a series of messages and markings.

Qatar has received heavy backlash since being awarded the right to host football’s most prestigious competition back in 2010, with their controversial human rights records the centre of discussion, which includes a ban on homosexuality in the country.

Furthermore, the DBU has plans to limit the number of people who travel to Qatar for the tournament in 2022, as a way of highlighting the fact they are there for a sporting event only and not to promote the events hosted by Qatar.

The chief executive of the DBU, Jakob Jensen said: “The men’s national team has had a great and superb qualification and has secured Denmark’s qualification for the World Cup in record time.

“The DBU has long been strongly critical of the World Cup in Qatar, but now we are intensifying our efforts and critical dialogue further. We’ll use the fact that we have qualified to work for more change in the country.

“Moreover, we have long drawn attention to the challenges facing FIFA and Qatar, and we will continue to do so.”

Jensen went on to praise the efforts of the sponsors, who have been willing to give up their place on Denmark’s training kit in order to help raise awareness.

“It is a very strong signal when our partners also engage the fight for better conditions in Qatar,” said Jensen.

“The partners support Danish football, the men’s national team and the sporting participation in the European Championship and World Cup – not the individual hosts.”

The Danish FA have also confirmed that they will continue to work alongside Amnesty International in order to help find and consider new initiatives to improve the conditions in Qatar ahead of the build-up to the World Cup and that ‘reforms are fully implemented and enforced in Qatar – even after the World Cup has ended.’

It follows after England boss Gareth Southgate said that he and the England squad will ‘educate’ themselves about the human rights issues that are ongoing in the Middle Eastern state ahead of the tournament.

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