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29th Sep 2022

Qatar hit back at Hummel for Denmark World Cup shirt protest

Simon Lloyd

‘We dispute Hummel’s claim that this tournament has cost thousands of people their lives…’

The organising body for the 2022 World Cup have hit back at kit manufacturer Hummel, who announced earlier in the week that the new Denmark shirt for the tournament is a protest at Qatar’s human rights record.

Hummel unveiled Denmark’s shirt for the World Cup on Wednesday, with the company’s logo and the Danish bag appearing in the same tone of red as the rest of the shirt.

The company explained the design on Instagram:

‘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,’ Hummel said.

‘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.’

Qatar’s human rights record has been under intense scrutiny since the tournament was awarded to the country in 2010. Its treatment of migrant workers has frequently been under the microscope, particularly since a report by The Guardian claimed over 6,500 had died in the country since they were selected as World Cup hosts.

Qatar has continually disputed the figures and has responded to Hummel’s announcement via a statement from the Supreme Committee, pointing to the ‘significant reforms’ the country has made to its labour system.

“Since winning the right to host the FIFA World Cup, the SC has worked diligently alongside the Qatari government to ensure that the tournament delivers a lasting social legacy.

“Our commitment to this legacy has contributed to significant reforms to the labour system enacting laws protecting the rights of workers and ensuring improved living conditions for them.

“Through our collaboration with the UEFA Working Group and various other platforms led by FIFA and other independent groups, we have engaged in robust and transparent dialogue with the DBU. This dialogue resulted in a better understanding of the progress made, the challenges faced, and the legacy we will deliver beyond 2022.

“For that reason, we dispute Hummel’s claim that this tournament has cost thousands of people their lives. Furthermore, we whole-heartedly reject the trivialising our genuine commitment to protect the health and safety of the 30,000 workers who built FIFA World Cup™️ stadiums and other tournament projects. That same commitment now extends to 150,000 workers across various tournament services and 40,000 workers in the hospitality sector.

“The onus should always be on countries to do more to protect the rights of peoples all over the world, including in Denmark. The SC’s work is recognised by numerous entities within the international human rights community as a model that has accelerated progress and improved lives. Qatar’s reforms are acknowledged by the ILO and ITUC as a benchmark in the region. Like every country, progress on these issues is a journey without a finish line, and Qatar is committed to that journey.

“We urge the DBU to accurately convey the outcome of their extensive communication and work with the SC, and to ensure that this is accurately communicated to their partners at Hummel.”

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