The Danish sports brand Hummel, sponsor of the Denmark national team, has significantly altered the display of its logo on the shirt that will be used by the team in the 2022 World Cup as a form of protest against Qatar, according to an announcement made this Wednesday.
Whether in the traditional red, black or white blouse, the logo will appear in the same color as the shirts, almost imperceptibly.
“We don’t want to be visible in a tournament that cost the lives of thousands of people,” the brand said in an Instagram post, referring to the death toll in construction for the World Cup.
The idea is to convey a double message: a protest against the host country of the World Cup and a tribute to the 1992 Euro Cup, the year of the most important title in the history of Denmark.
🇩🇰 Denmark released its uniforms for the World Cup, which will be a symbol of protests against Qatar;
🗣️ ” This shirt carries a message with it. We don’t want to be visible during a tournament that cost the lives of thousands of people”, Hummel disclosed; pic.twitter.com/h2MbobHzOM
— Footure (@FootureFC) September 28, 2022
The Danish national team’s training shirts will also carry “critical messages”, the company added. Two of the sponsors (Danske Spil and Arbejdernes Landsbank) agreed to the changes.
Denounced by different organizations, Qatar has been criticized for disregarding the rights of workers, especially immigrants. Doha, for its part, strongly repudiated the accusations.
As the tournament approaches, sponsors and brands adopt more or less incisive positions, depending on the country.