Simon Jordan says Hummel are right to express their views on Qatar’s human rights record, but has warned major brands of virtue signalling ahead of the World Cup.
The Danish sportswear brand released a statement about their ‘toned down’ Denmark kit for the 2022 World Cup, saying it’s in protest of Qatar’s human rights record and that they ‘don’t want to be visible’.
They have even launched an all-black kit, which Hummel branded ‘the colour of mourning’.
The tournament, which gets underway on November 20, saw allegations of bribery and corruption during the bidding process, while reports claim that over 6000 migrants have lost their lives building stadiums.
Hummel have a long relationship with Denmark, having provided some of international football’s most iconic kits for the country including their Euro 92 winning strip.
However, in 2022 the shirts have hidden the company’s chevron branding with the badge and sponsor barely visible.
Unlike Hummel, other big manufacturers such as adidas and Nike provide jerseys for clubs and countries with human rights records condemned by the likes of Amnesty International, such as Saudi Arabia.
adidas, who are a lead sponsor for the World Cup, recently backed a compensation fund for migrant workers, but Jordan has accused them all of hypocrisy.
“They are right to express their views but there is also huge level of hypocrisy from some of these major brands with their virtue signalling,” the talkSPORT host said on the White and Jordan show.
“These are kit manufacturers that make kits for Saudi Arabian teams, there are huge brands like Sainsbury’s with straplines like ‘We Love Pride’ while selling products into Saudi Arabia and other countries of their nature.
“It’s one thing making a stand and taking a stance, it’s another doing it when you’re wrapped neck-deep in hypocrisy by doing other things that commercially benefit you.
“When we talk about sacrifices, you remember back in the day when Muhammad Ali wouldn’t step forward to take the draft because he didn’t believe the society that he was in and the religion that he was involved in.
“He made a sacrifice, he gave up the heavyweight championship of the world and his career for three years – let’s see some of our wonderful footballers who have got a lot to say for themselves making proper stances.
“They shouldn’t have to, but if they want to get involved, really get involved, stand behind your views.”