The Lithuanian Football Federation (LFF) has entered a new phase of cooperation with Danish sportswear manufacturer Hummel, signing a direct partnership agreement at the company’s headquarters in Denmark. The deal was formalised by LFF President Edgaras Stankevičius and Hummel Chief Commercial Officer Henrik Svenning, strengthening a relationship that has existed for nearly fifteen years through local intermediaries.
Stankevičius welcomed the development as a testament to the federation’s progress. “It is important that international partners such as Hummel see the federation’s growth and potential and want to work with us,” he said. “We have cooperated with Hummel’s representatives in Lithuania for many years, but now we will work directly with the main Hummel organisation in Denmark. This will have a very positive impact.”
Hummel’s leadership expressed equal enthusiasm. Svenning described the agreement as a natural next step: “We are pleased to further strengthen our long-term cooperation with the Lithuanian Football Federation. We value their ambition, professionalism and dedication to developing football in Lithuania, and we look forward to continuing our close partnership in the coming years.”
During their visit, Stankevičius and LFF General Secretary Rita Bagdonienė toured Hummel’s headquarters and familiarised themselves with the company’s production environment. The LFF president highlighted Hummel’s global stature, noting that the brand supplies clubs such as Sunderland, Real Betis, numerous European teams, and has one of the longest-standing partnerships in international football with the Denmark national team.
The signing also comes at a moment when Hummel is significantly expanding its footprint in Lithuania. In November, the brand opened its largest outlet store in the country, a nearly 330 m² retail space in Kaunas’ rapidly growing Urban HUB business and commercial centre. The new location aims to serve both active sports enthusiasts and families, offering an extensive range of apparel, footwear and accessories, as well as official Lithuanian football fan merchandise from Vyčio Tribūna. The brand’s Lithuanian representatives noted that Urban HUB’s accessibility, modern infrastructure and flexible space solutions made it an ideal site in which to “grow the Hummel community.”
Stankevičius noted that this new agreement provides fertile ground for broader cooperation. “We will look for new ways, projects and opportunities to organise joint initiatives together,” he stated.
Source: https://www.lff.lt/naujas-zingsnis-ilgameciame-bendradarbiavime-danijoje-pasirasyta-lff-ir-hummel-sutartis/
