The Afghan Premier League
Following the success of the national teams as frontrunners for unifying the country, hummel decided to increase its engagement and help build and sponsor the first professional football tournament in Afghanistan in 2012; The Afghan Premier League. This project instantly caught the attention of the Afghan people, and ever since the start, several million Afghans have been glued to their screens during the matches.
From the very beginning, hummel found this to be a wonderful project. As the only foreign sponsor of the eight Afghan Premier League teams, hummel has provided the teams with all the necessary equipment they need, and the Afghan Premier League has now become a successful reality.
Football has a central place in the hearts of the Afghan people, and the Afghan Premier League helps uniting a population that, in the past, has fought and killed each other. The Afghan people are now more than ready to let the past be past and move on into a hopefully more peaceful era.
Therefore, hummel and the Afghan Football Federation work together in creating better conditions for football in the country and helping people realize that sports can be used as a tool for social change and social impact. Through PR and events, hummel has raised awareness and attention to the development and social change in Afghanistan from the world press, including BBC, CBS, CNN, The Times and many many more.
hummel sponsored the APL until the end of 2014 and has been overly glad to be able to help the Afghan Premier League with the positive attention and focus it deserves.