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Hummel logo and chevrons ‘dimmed’ on Denmark’s World Cup kits as company releases black stripe to mourn migrant workers in Qatar


Denmark’s kit supplier Hummel sent a powerful message about Qatar at the launch of the national team’s World Cup kits.

The final, which begins on Sunday November 20, was not short of controversy amid allegations of corruption in the bidding process as well as allegations of migrant workers losing their lives in construction projects for the tournament.

Instagram @hummelsports

The Danish national team’s kit supplier has made its stance clear on Qatar as hosts

To protest against Qatar being the host country, manufacturer Hummel has “dimmed” its logo and chevrons on its kits.

A statement read: “With the new Danish national team shirts, we wanted to send a double message.

“They are not only inspired by Euro 92, paying homage to Denmark’s greatest footballing success, but also a protest against Qatar and its human rights record.

“That’s why we’ve toned down every detail of Denmark’s new World Cup kits, including our signature logo and chevrons.

“We don’t want to be visible during a tournament that has cost the lives of thousands of people. We support the Danish national team until the end, but that’s not the same as supporting Qatar as the host country.

“We believe that sport should bring people together. And when it’s not, we want to make a statement. #HistoryIsWhatWeDoNow.


Barely visible Hummel logo and chevrons

Instagram @hummelsports

Barely visible Hummel logo and chevrons

Along with Denmark’s red home kit and white away kit, a black third kit has also been released.

The statement continued: “Black. The color of mourning. The perfect color for Denmark’s third kit for this year’s World Cup.

“Although we support the Danish national team until the end, this should not be confused with supporting a tournament that has claimed thousands of lives.

“We want to make a statement about Qatar’s human rights record and its treatment of the migrant workers who built the World Cup stadiums in the country.”

Qatar insists only three workers have died on World Cup projects, but investigations have found there have been 2,800 unexplained deaths of migrant workers, the Times reports.

A third black kit has also been released

Instagram @hummelsports

A third black kit has also been released

England skipper Harry Kane and the captains of six other European World Cup nations will wear a rainbow-coloured armband during the tournament to send a message against discrimination – homosexuality is illegal in Qatar.

It is understood that the Football Association will push FIFA and Qatar to set up a permanent center for migrant workers and pay compensation to the families of workers injured or killed during World Cup-related construction projects.

World Cup organisers, however, dispute the kit manufacturer’s claims and a statement from the Qatar 2022 Supreme Committee reads: “Since winning the right to host the FIFA World Cup , the SC has worked diligently alongside the Qatari government to ensure the tournament delivers a lasting social legacy.

“For this reason, we dispute Hummel’s claim that this tournament claimed the lives of thousands of people. Moreover, we wholeheartedly reject the trivialization of our genuine commitment to protecting the health and safety of the 30,000 workers who built the stadiums for the FIFA World Cup and other tournament projects.

“That same commitment now extends to 150,000 workers in various tournament services and 40,000 workers in the hospitality sector.

“Countries still have a responsibility to do more to protect the rights of people around the world, including in Denmark. The work of the SC is recognized by many entities within the international human rights community as a model that has accelerated progress and improved lives. Qatar’s reforms are recognized by the ILO and the ITUC as a benchmark in the region. Like all countries, progress on these issues is a journey with no finish line, and Qatar is committed to that journey.

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



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