“We are delighted that we have been able to secure a brand steeped in tradition for this partnership with Werder, one that is also known worldwide and combines sport and lifestyle,” said Klaus Filbry, CEO of SV Werder Bremen. “Sustainability is part of our new partner’s mission statement. Tradition, authenticity and passion for sport are part of their DNA, so hummel fits brilliantly to SV Werder and its values.”

The Green-Whites are throwing back to the 1970s with their new kit supplier. The team wore hummel kits for two Bundesliga seasons from 1976 to 1978, which unusually were blue because of the club’s main shirt sponsor back then. The Danish company, which is also actively involved in handball sponsorship, is already the kit supplier for fellow German top-flight side 1. FC Köln.

The company was founded in Hamburg in 1923, exactly 100 years ago, by Albert Messmer under the name Messmer & Co, initially producing one of the first football boots with studs. In 1963, Bernhard Weckenbrock took over the hummel brand and moved production to Kavelaer in the Lower Rhine region. The brand then became Danish in 1975. The company’s headquarters are now located in Aarhus.