England’s World Cup sponsors are under pressure to take a stand against Qatar’s human rights record

‘It’s a watershed moment’: England’s World Cup kit sponsors Nike are under increasing pressure to take a stand against hosts Qatar’s human rights record… after they Denmark sponsor Hummel will camouflage its logo in protest.

  • England shirt makers Nike are under increasing pressure to take a stand.
  • Denmark sponsor Hummel camouflaged his distinctive logo on the Danish kit.
  • They claimed it was to protest Qatar’s human rights record.
  • Individual companies will decide if they want reduced visibility in Qatar
  • Click here for the latest World Cup 2022 news and updates

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England’s sponsors are under increasing pressure to take a stand against human rights controversies shadowing Qatar 2022 after Denmark’s kit manufacturers said they “do not wish to be visible during a tournament”.

Sportswear firm Hummel yesterday launched a monochrome kit, effectively camouflaging its distinctive logo, for the World Cup in protest against the host country, whose human rights record has come under heavy scrutiny in the run-up to the tournament.

Now other companies are being hinted to do the same; with his decision he described a ‘divisive’ moment yesterday.

Nike is under increasing pressure to follow Hummel's example and take a stand

Nike is under increasing pressure to follow Hummel’s example and take a stand

Denmark unveiled a monochrome World Cup uniform in protest against Qatar's human rights record

Denmark unveiled a monochrome World Cup uniform in protest against Qatar's human rights record

Denmark unveiled a monochrome World Cup uniform in protest against Qatar’s human rights record

However, England kit sponsors Nike are unlikely to take similar action. The fact that the sportswear giants have contracts with several teams participating in the tournament makes it difficult for Nike to take a position similar to that of Hummel.

Denmark is the only team to have Hummel as their kit manufacturer at the World Cup.

Speaking to Sportsmail, Ben Peppi, a sports trade expert at JMW Solicitors, said Hummel’s stance puts significant pressure on other companies to follow suit.

“This is a defining moment for the World Cup, a clear visible stance on the pitch – it’s a very powerful PR message from Hummel that definitely puts pressure on others to follow suit,” said Peppi.

“This will not be the last company to do this, it is a great opposition to FIFA.”

It now remains to be seen if the official partners of the England team and the Football Association make similar statements ahead of the tournament.

Denmark's third kit for the tournament is an all-black shirt displaying the 'color of mourning'.

Denmark's third kit for the tournament is an all-black shirt displaying the 'color of mourning'.

Denmark’s third kit for the tournament is an all-black shirt displaying the ‘color of mourning’.

The FA and England are sponsored by some of the world’s most recognizable brands: Barclays, Disney, EE, Coca Cola, PayPal and M&S, all listed on the governing body’s website as official sponsors.

However, it will be up to each individual company to decide if they want to reduce their visibility around the World Cup due to the inhumanity related to Qatar’s bid.

Indeed, the push to attract lucrative sponsorship deals for national associations such as the FA is said to be becoming increasingly difficult with brands now fully aware of the potential for bad publicity given the negative publicity that has surrounded the World Cup. World.

The kit’s supplier, Hummel, issued a statement saying it is a “protest” against the host country.

‘This will have a trickle down effect on sponsors. Companies looking for partnerships within football are doing more due diligence,” added Peppi.

‘If future tournaments are hosted by countries that could generate bad public relations, then that will be an important consideration. What Hummel has done 100 percent adds pressure to the companies.’

A statement from Hummel on Instagram read: “With the new Danish national team jerseys, we wanted to send a dual message.

After Denmark sealed qualification for the World Cup, the country's FA said it was instituting a series of measures to highlight human rights issues in Qatar.

After Denmark sealed qualification for the World Cup, the country's FA said it was instituting a series of measures to highlight human rights issues in Qatar.

After Denmark sealed qualification for the World Cup, the country’s FA said it was instituting a series of measures to highlight human rights issues in Qatar.

“They are not only inspired by Euro 92, paying tribute to Denmark’s greatest footballing success, but also in 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.’

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