3 more years for hummel

We are happy to announce that hummel has signed up for three more years as a partner to Partille Cup – World of Handball. The agreement runs until 2019. During this period hummel will be Partille Cups official sports brand.

The world’s largest handball tournament for youths continous to strengthen the relationship to hummel, one of the most popular sports brands in the world. The relation will contribute to an even stronger event. During the tournament visitors and participants will be able to shop and enjoy sportswear from the popular hummel handball collection. A collection well balanced of style and retro. 

–        We are happy and proud that hummel will continue our partnership, Fredrik Andersson says, General secretary Partille Cup. As Partille Cup, hummel has a strong belief in the power of meeting people with the sport building bridges between culture, religon and differences. Adding the rich design tradition that hummel stands for, make us confident that this partnership is very good match. The fact that the brand is the most popular sports brand among our participants is just a bonus, Fredrik summarizes. 

Roland “Rolle” Alm, representative for hummel in this partnership agrees;

–        To be part of the world’s largest handball tournament  for youths means the world to us at hummel. The tournament is sharing the same perspective on sport as hummel. That is that handball is more than just games, results and tactics. It is an opportunity of meeting other young people from other parts of the world, having fun together and enjoy the greatest passion of them all in life, handball. To stroll Heden in Gothenburg during the tournament just enjoying the ambiance of 200 K visitors during one week is nothing else than unique within the world of handball. 

The company hummel is a Danish sports brand in sportswear and shoes. The target group consists of teams and personalities loaded with character and team spirit. With a history running back to around 1920, the company made a new course from 1999 and by doing so they increased their market share heavily and became the favorite sports brand for people with a taste for trendy clothes with a retro touch. Besides from dominating the wardrobes of trendy handball players, hummel also shows compassion through their numerous partnership projects within different war torned countries.


Partille Cup is the world’s largest and most international handball tournament for youths, as well as one of Sweden’s largest recurring events in general. The tournament is played annually in the summer in the heart of Gothenburg with over 20.000 participants from over 1100 teams from about 50 nations worldwide. Since the birth of the tournament, close to 500.000 persons have participated, not only resulting in new star players but also in friendship for life and love and passion of the game.