Kit maker Hummel says it doesn’t want its brand to be visible during the World Cup in Qatar because of the country’s human rights record.
Denmark has revealed a sponsorless monochrome kit for the upcoming tournament in protest against the host country.
In a statement marking the launch of the strip which has been produced by Hummel, the company said it has “toned down” its logo and “iconic chevrons” because “we don’t want to be visible during a tournament that has cost thousands of dollars.” people his life.
Hummel said: “With the new Danish national team shirts, we wanted to send a double 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 every detail on the new Denmark World Cup jerseys, including our logo and iconic chevrons. We do not want to be visible during a tournament that has cost the lives of thousands of people.
“We support the Danish national team at all times, but that is not the same as supporting Qatar as the host nation.
“We believe that sport should bring people together. And when it’s not, we want to make a statement.”
Denmark also unveiled an all-black ‘morning color’ kit to honor the migrant workers who died during the tournament’s construction works.
The designs appear to complete a pledge made by the Danish Football Association last November to wear clothing with critical messages at the Qatar tournament.
Although FIFA World Cup rules prohibit political statements on team uniforms, Denmark’s three jersey designs in red, white and black appear to comply with no word or symbol that is an explicit statement.
The national team badge, Hummel logo and decorative white chevrons, a famous feature of the Denmark jersey since the 1980s, are faded to the same color as the jersey.
The Danish federation also joined a European campaign launched last week for captains to wear multicolored heart-shaped One Love armbands at World Cup matches.
Sky sports news has contacted FIFA and the Danish Football Association for comment.
Supreme Committee denies ‘thousands of lives lost’
In response to the release of Hummel’s Denmark kit, a statement from the Supreme Committee said: “Since obtaining the right to host the FIFA World Cup, the SC has worked diligently together with the Qatari government to ensure that the tournament leave a lasting social legacy.
“Our commitment to this legacy has contributed to significant reforms in the labor system by enacting laws that protect the rights of workers and guarantee better 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 entered into a 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 question Hummel’s claim that this tournament has cost the lives of thousands of people. Furthermore, we wholeheartedly reject the trivialization of our genuine commitment to protect the health and safety of the 30,000 workers who built the stadiums and other tournament projects. That same commitment now extends to 150,000 workers in various tournament services and 40,000 workers in the hospitality industry.
“The onus must always lie with countries to do more to protect the rights of people around the world, including in Denmark. The SC’s work is recognized by numerous 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 any country, advancing on these issues is an endless path and Qatar is committed to that path.
“We urge the DBU to accurately convey the result of its extensive communication and work with the SC, and to ensure that this is accurately communicated to its partners at Hummel.”