Denmark release faded Qatar World Cup kits as sponsor Hummel ‘don’t want to be visible at tournament that’s cost lives’
HUMMEL'S Denmark World Cup kit is a protest against Qatar and the tournament costing “thousands of people their lives”.
The Danish sportswear brand has created “toned down” monochrome shirts not only inspired by the country’s Euro 1992 success but as a protest against Qatar and its human rights record.
Since 2010, hundreds of thousands of migrant workers have reportedly faced human rights abuses to build infrastructure necessary to host the tournament.
After unveiling the kit yesterday, Hummel said: “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.
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“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.#HistoryIsWhatWeDoNow.”
The three shirts Kasper Hjulmand's side will bring to the World Cup are red, white and black.
On the black shirt, Hummel added: “The colour of mourning. The perfect colour for Denmark's third shirt for this year’s World Cup.
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“While we support the Danish national team all the way, this shouldn’t be confused with support for a tournament that has cost thousands of people their lives.
“We wish to make a statement about Qatar’s human rights record and its treatment of the migrant workers that have built the country’s World Cup stadiums.”
Qatari organisers hit back, insisting they have improved conditions for workers.
A Supreme Committee for Delivery & Legacy spokesperson said: "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.
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"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."
You can view all of the qualifying nations World Cup kits here.