Hummels return to Italy with Vicenza We interviewed the brand's CEO, Lars Stentebjerg
The 2025/26 season marked hummel’s return to Italy. The Danish brand has in fact become the technical sponsor of Vicenza. The first step of the collaboration resulted in an elegant Home jersey that respects the traditional red-and-white vertical stripes, enhanced by a diamond-shaped pattern, and an Away jersey in black with red details and two diagonal bars—one red and one white. We took the opportunity to interview hummel’s CEO, Lars Stentebjerg, to learn more about this partnership.
Why have you been absent from Italy for so long, and what convinced you to return? The last Hummel sponsorship dates back to the 2000 season with Chievo Verona.
"Italy has always been an important part of our football heritage. Following our sponsorship with Chievo Verona in 2000, we have focused on building a strong foundation in other key European markets — particularly Germany, France, and Spain — where we have established a solid presence and strong partnerships with clubs like Werder Bremen, FC Köln, Real Betis and Celta Vigo. Now, we feel the timing is right to return to Italy. 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".
Vicenza is an important club with a passionate fan base - how did this collaboration come about?
"It’s no secret that we’re very selective in the partnerships we enter – we prefer to work with clubs that truly reflect our values and where we can build something meaningful together. With Vicenza, we immediately felt a strong connection. The club’s tradition, its passionate supporters, and its role in Italian football made it a perfect partner for our return to Italy. We see Vicenza not only as a football club but also as a cultural institution with deep ties to its community — and that’s exactly the type of story we want to be part of."
Considering the major holding company that owns Vicenza, can we expect a lifestyle collaboration with Diesel or Margiela?
"We definitely see opportunities to explore creative collaborations in and around the club’s environment. One of the strengths of working with a club like Vicenza is the network and cultural dimension that comes with it. While our primary focus will always be on building a strong foundation with the team and its passionate fans, we are excited about the creative possibilities that could emerge from being part of the same family as names like Diesel or Maison Margiela. Today, football is much more than what happens in 90 minutes on the pitch — it is a cultural movement, and we want to play an active role in shaping that conversation".
Why did you decide to start again from Serie C?
"For us, it’s never just about the league — it’s about the club, its values, and the community it represents. Serie C might not be the top division, but Vicenza is a historic club with a rich tradition and one of the most passionate fan bases in Italy. That kind of cultural weight and connection to people is far more important to us than the category they play in today. We believe that Vicenza has everything it takes to grow stronger both on and off the pitch, and we are excited to be part of that journey from the ground up. In many ways, starting here makes the partnership even more special, because together we can build something lasting and help write the next chapter of the club’s story".
Will there be new acquisitions in higher Italian leagues as well?
"Yes, that is very much part of our ambition. Italy is a market with incredible football tradition, and we see great potential to expand our presence here. That said, we are very selective when it comes to partnerships. For us, it’s never about quantity — it’s about finding the right match. We only enter partnerships where there is a genuine connection in terms of history, values, and ambition. Vicenza is the first step in this journey, but we are already exploring opportunities in the higher leagues as well. I can’t share details just yet, but I can say that something big is cooking".
Vicenza’s aesthetic and historical heritage is huge, from the logo to its history. Can we expect the iconic chevrons to increasingly highlight these characteristics in the coming years?
"When we partner with a club like Vicenza, we always look for ways to blend our own design DNA with the club’s history and identity, so that every kit tells a story that fans can feel proud of. We respect the traditions that make Vicenza unique — from the logo to the colours and the club’s place in Italian football history. In the coming years, you can expect to see our chevrons not just as a design element, but as a way of amplifying and celebrating those traditions, making the connection between the club, the fans, and our brand even stronger".
