TUI and Hummel enter global partnership, starting with new apparel collection
TUI and Hummel combine the popular TUI smile with the successful clothing range from the renown Danish sports and lifestyle brand
Joint collection for marathon runners, football and Socca players, TUI customers, and employees around the world
"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.
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.
About TUI Group
The TUI Group is a leading global tourism group. The group is headquartered in Germany. TUI shares are listed on the MDAX index of the Frankfurt Stock Exchange and on the regulated market of the Lower Saxony Stock Exchange in Hanover. The TUI Group offers its more than 34.7 million customers integrated services from a single source and covers the entire tourism value chain under one roof. The Group owns more than 460 hotels and resorts with premium brands such as RIU, TUI Blue, and Robinson, as well as 18 cruise ships, ranging from the luxury class MS Europa and MS Europa 2 and the HANSEATIC class expedition ships to the Mein Schiff fleet of TUI Cruises and cruise ships at Marella Cruises in the UK. The group also includes leading European tour operator brands and online marketing platforms, for example for hotel-only or flight-only offers, five airlines with 125 modern medium- and long-haul aircraft, and around 1,200 travel agencies. In addition to expanding its core business with hotels and cruises through successful joint ventures and activities in holiday destinations, TUI is increasingly focusing on the expansion of digital platforms. The group is transforming itself into a global tourism platform company.
Global responsibility for sustainable economic, environmental, and social action is at the heart of our corporate culture. The TUI Care Foundation, initiated by TUI, focuses on the positive effects of tourism, education and training, and the strengthening of environmental and social standards with projects in 30 countries. In this way, it supports the development of holiday destinations. The globally active TUI Care Foundation initiates projects that create new opportunities for the next generation.
