TUI and Hummel combine the popular TUI smile with the successful clothing range from the renown Danish sports and lifestyle brand.

TUI has entered into a partnership with the internationally renowned Danish sports brand Hummel. As part of the collaboration, Hummel will produce clothing and merchandising items for TUI fans, customers, and employees for the TUI Lifestyle Shop.

The Danish sports and lifestyle brand has designed some of the world's most iconic sports jerseys throughout its history and is known for its football, handball and volleyball apparel, always recognizable by the bumblebee in its logo. TUI and Hummel have now officially launched their collaboration with a first collection. The aim is to work closely together in the future and develop further collections. These can be purchased in the TUI Lifestyle Shop.

"Hummel is a well-known Danish and international brand that has shown great commitment and interest in the TUI brand since our first discussions in Aarhus. Hummel and TUI share the same DNA, characterized by sustainability and social commitment. Hummel's designs are distinctive, and together with the TUI smile, we will be equipping athletes and travelers around the world. We look forward to continuing our collaboration," says Sebastian Ebel, CEO of the TUI Group.

“We are proud to be working with TUI and look forward to connecting with the many travelers who will experience our products on their adventures,” says Lars Bugge Stentebjerg, CEO of Hummel.

TUI and Hummel dress athletes worldwide

Since 2024, TUI has once again been the title sponsor of the popular TUI Palma Marathon, which attracts thousands of runners to the sunny Spanish island of Mallorca every year. The event is complemented by marathons in Cyprus, Rhodes, and other destinations as part of the TUI Mediterranean Marathon League.

Sports vacations are becoming more popular, especially among Generation Z travelers, who dominated the list of participants for the first time at the last edition of the TUI Palma Marathon, representing a significant shift from the previous average age of 40 to 45. In addition, the number of participants in TUI marathons around the Mediterranean is growing by more than 20 percent per year.

Another sport for which TUI has announced a multi-year partnership starting in early 2025 is Socca – one of the most widely played sports in the world, which is particularly popular in Latin America, Southern and Eastern Europe. Socca is a variant of football played with six players on fields less than half the size of conventional 11-a-side fields. As part of the partnership, TUI will be the title sponsor for several international tournaments, including the TUI Socca Champions League and the TUI Socca World Championship 2025. The referees at the recently concluded World Championship in Cancún are already wearing Hummel clothing with the TUI logo.

In the World Championship final, Poland beat Mexico 3-1 in front of more than 4,000 spectators. In total, more than 75,000 people watched the games on site or visited the fan zone during the nine days. The event also attracted great interest worldwide. The games were watched more than 120 million times on 70 television stations worldwide and on various streaming platforms such as YouTube and Twitch.