Denmark

Football

The Danish Football Association (DBU) has agreed terms on an eight-year extension with its kit partner, Hummel, with the new deal set to have a focus on gender equality.
Football

The Danish Football Association (DBU) has parted ways with its chief commercial officer Tobias Hoff just over a year into his post
Football

NordicBet, a brand of Swedish sports betting and online casino operator Betsson, has extended its title sponsorship of the 1. Division, the second tier of football in Denmark
Football

Oddset, the sports betting brand of national lottery operator Danske Spil, has secured title sponsorship of the Pokalen, Danish football’s knockout cup competition, in a four-year deal.
Cycling

Uno-X Pro Cycling Team has agreed a sponsorship deal with supermarket chain Rema 1000 ahead of this year’s Tour de France.
Football

3F is aiming to stand out among a plethora of labour organisations, maintain its existing membership and increase its awareness among younger Danish workers.
Football

Superligaen A/S, organising body of the top division of Danish club football, has extended its title sponsorship deal for the league with 3F, the country’s largest trade union and unemployment fund.
Multiple Sports

Bet365, the online sports betting firm, has been ordered to pay millions of Danish Krone in compensation to some of the country's leading athletes for using their names and images on social media without…
Handball

The International Handball Federation (IHF) has appointed Swedish beverages brand Nocco as an official sponsor of its 2023 Men’s and Women’s World Championships.
Soccer

In August 2021 Danish sportswear brand Hummel leveraged a trio of its official football club supplier tie-ups – Everton FC, Southampton FC and Brondby IF – on a kit-based collaborative campaign called The Rainbow Jersey to support the LGBTQ+ community, fight against discrimination in football and raise funds for local inclusivity non-profits.
Football

Viaplay Group, the subscription streaming operator, has announced a multi-year endorsement and content agreement with Manchester City and Norway national team striker Erling Haaland
Football

Parken, the national stadium in Denmark, has entered into a long-term sponsorship rights agreement with telecommunications company Three
Esports

Mondelēz International-owned chewing gum brand Stimorol will sponsor the Blast Premier esports tournament’s Fall Final competition in December.
Football

Danish bank Arbejdernes Landsbank has threatened to quit as a major sponsor of the Danish Football Union (DBU) to comply with a new law banning banks from advertising together with gambling companies in…
Football

The Danish Football Union (DBU) has expressed its frustration after it was clarified that a new marketing law will mean it cannot jointly display the branding of sponsors Arbejdernes Landsbank and Oddset
Athletics

The restart of the Italian Serie A football season has been moved back a week to September 19 - Reuters/CNA The WTA Tour restarted yesterday with the Palermo Ladies Open in Sicily, Italy - Reuters/ec/CNA
Football

Danish football club FC Midtjylland has added bank Arbejdernes Landsbank as its new shirt sponsor.
Cycling

Danish trade union Dansk Metal has agreed a deal to sponsor the 2021 edition of the Tour de France’s Grand Départ, which will be held in Copenhagen.