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28th Sep 2022

Denmark’s kit manufacturer to hide logo during Qatar World Cup

Callum Boyle

Denmark World Cup

Hummel are supporting Denmark by hiding their logo

Denmark’s kit manufacturer Hummel have confirmed that they will hide their logo on the country’s kit for the Qatar World Cup this winter.

The Nordic country has previously protested the decision to host the tournament in the Middle East and as an act of defiance, will hide the country’s badge and the Hummel logo.

A statement from Hummel on Instagram read: “With the Danish national team’s new jerseys, we wanted to send a dual message. They are not only inspired by Euro 92, paying tribute to Denmark’s greatest football success, but also a protest against Qatar and its human rights record.

“That’s why we’ve toned down all the details for Denmark’s new World Cup jerseys, including our logo and iconic chevrons. We don’t wish to be visible during a tournament that has cost thousands of people their lives. We support the Danish national team all the way, but that isn’t the same as supporting Qatar as a host nation.

“We believe that sport should bring people together. And when it doesn’t, we want to make a statement.”

The build up to the World Cup has seen Denmark actively question the integrity of the tournament and the decision to award a country with such abhorrent human rights the World Cup more than any other nation.

Denmark have removed all sponsors from their training kits in order to display messages critical of Qatar. Additionally, no commercial partners from Denmark will travel to the Middle East.

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