Danish sports brand Hummel has signed a new sponsorship agreement with Football NSW, the governing body of soccer in the Australian state of New South Wales.

Financial terms were not disclosed, but Football NSW described the partnership as lucrative. "I am delighted in announcing our partnership alongside a fantastic world sporting brand such as Hummel," said Football NSW chief executive Michael Quarmby. "Football NSW will now expand our sales to help fund services and development programmes for the membership.

"The management at Hummel have been nothing short of professional and I really do envisage a great relationship between the pair of us in ultimately promoting football in this country."

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A Hummel statement added: "We target teams and people with character working as a team with good energy and spirit. We grow our business through rapid market responsiveness, close supply chain partnership, unique expressive designs, storytelling and a continuous profitability focus."