Business-to-business (B2B) e-commerce platform Udaan on Monday said it has signed a pan-India distribution partnership with Danish sportstyle brand, hummel. As part of this partnership, hummel will leverage Udaan's vast distribution network to offer its range of products across the length and breadth of the country, a statement said. Founded in 1923, hummel is one of the oldest sportswear brands in the business with roots in football and handball, and has previously been worn by iconic football teams such as Real Madrid, Tottenham Hotspur, Aston Villa, Benfica and the Denmark national team. hummel continues to sponsor clubs and players within handball and football, Everton being one of them.