hummel makes historic comeback to Italian football after 25 years

After more than two decades, hummel returns to Italian football through a new partnership with LR Vicenza.

For the Danish sportswear brand, Italy has always been an important part of its football heritage, with past sponsorships including Udinese, Hellas Verona, and Chievo Verona. Now, after years of focusing on building a strong presence in other European markets, hummel is ready to re-enter Il Bel Paese with a club that perfectly reflects its values.

Since the last Italian sponsorship with Chievo Verona in 2000, hummel has concentrated on strengthening its presence in key European markets such as Germany, France, and Spain, establishing strong partnerships with clubs like Werder Bremen, FC Köln, Real Betis, and Celta Vigo.
Now, after 25 years, the brand returns to Il Bel Paese through a new collaboration with the historic football club, LR Vicenza.
“After some years away from Italy, we believe the moment has come to return. Italian football is full of passion, tradition, and unique culture – values that align perfectly with hummel. Vicenza represents exactly the kind of partnership we are looking for: a club with history, character, and an authentic connection to its community,” says hummel CEO, Lars Stentebjerg and continues:
“The club’s tradition, its passionate supporters, and its role in Italian football made it the perfect partner for our return. Vicenza is not just a football club – it is a cultural institution with deep ties to its community, and that’s exactly the type of story we want to be part of.”

LR Vicenza currently competes in Italy’s third division (Serie C), but as CEO Lars Stentebjerg emphasizes, league status is secondary to identity and values when forming new partnerships.
“It’s never just about the division. Serie C might not be the topflight, but Vicenza is a historic club with one of the most passionate fan bases in Italy. That cultural weight and connection with people are far more important than the league table. We believe Vicenza has everything it takes to grow stronger both on and off the pitch, and we are proud to be part of that journey from the ground up.”

Looking ahead, hummel’s CEO makes it clear that the partnership with Vicenza marks just the beginning of the brand’s journey in Italy.

“Italy is a country with extraordinary football tradition, and we see great potential here. That said, we are very selective — for us, it’s about quality, not quantity. Vicenza is the first step, but we are already exploring opportunities in higher leagues. We can’t share details yet, but something big is cooking,” Lars Stentebjerg finishes.