Danish sportswear brand Hummel has been named as the official team kit partner for Indian Super League (ISL) side Hyderabad FC for the upcoming 2021-22 season.

As per Fashion Network, through this partnership, Hummel aims to strengthen its brand visibility through its association with sports and plans to invest in football for growth in the Indian market.

Hummel is owned by the Danish Thornico Group and is currently present in over 35 countries. Hummel considers India to be a high-priority market and has also launched its website apart from strengthening the online network by partnering with other e-commerce firms in the country. The company was founded in 1923 by Albert Messmer and his brother Michael Ludwig Messmer, with the name "Messmer & Co" in Hamburg, Germany; that same year, the Messmer brothers introduced the first football boots to the world.