Scandinavia
Rainbow Shirt – Hummel and Southampton FC / Everton FC / Brondby IF
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.
Viaplay scores Haaland endorsement and content deal
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
Coop extends sponsorship of Norwegian club football for three more years
Supermarket group Coop has extended its main-partner sponsorship of the Norwegian club football for a further three seasons, until 2025
Volvo Car Sweden named title sponsor of Scandinavian Mixed tournament
Volvo Car Sweden has become the title partner of the ‘Scandinavian Mixed Hosted by Henrik and Annika’, the first-of-its-kind golf tournament featuring 78 men and 78 women playing for one prize fund and…
Visma ends long-running Ski Classics title sponsorship
IT services company Visma has decided to end its long-running title sponsorship of the Ski Classics series of long-distance skiing events
Posten Norge delivers renewal for Norwegian Handball Association
Posten Norge, the Norwegian postal service, has agreed a four-year extension to its long-standing sponsorship deal with the Norwegian Handball Association (NHF)
Out of Line/Gått Over Gränsen – Grit Sportswear & Skutskärs IF
In November 2020, Swedish women’s bandy side Skutskärs IF teamed up with Grit Sportswear to create a hybrid match jersey and associated launch campaign championing gender equality in Swedish sport.
Copenhagen’s Parken connects with Three in naming deal
Parken, the national stadium in Denmark, has entered into a long-term sponsorship rights agreement with telecommunications company Three
Swedish Ice Hockey Association adds Lidl as main sponsor in long-term deal
Supermarket chain Lidl has become a main sponsor of the Swedish Ice Hockey Association (SIF) in a five-year agreement
Swedish Olympic Committee extends kit supply deal with Uniqlo
The Swedish Olympic Committee (SOK) has signed an extension to its kit supply deal with Uniqlo
We Create History – adidas & the Swedish Football Association
Ahead of the 2019 Fifa Women’s World Cup, adidas launched its new Sweden shirt with an initiative that saw back-of-shirt numbers replaced by images of female role models.
Svenska Spel seals €2.5m-per-year sponsorship of Swedish Ski Association
Swedish state-owned gambling company Svenska Spel has signed as the new ‘principal partner’ of the Swedish Ski Association, starting this July.
Calling All Fans – Svenska Spel & the Swedish Football Association (SvFF)
Swedish state betting firm Svenska Spel, the main sponsor of the Swedish national team, activated its rights around the 2019 Women’s World Cup in France by having the team’s stars call supporters at home.
Norsk Tipping becomes main sponsor of Norwegian football
State-owned gaming company Norsk Tipping has enhanced its presence in Norwegian football by agreeing a deal to become the main sponsor of the national teams and club competitions
Norwegian FA delivers 2. Divisjon title sponsorship renewal
The Norges Fotballforbund (NFF), Norway’s football federation, has extended a title sponsorship deal for the country’s third tier with PostNord, the Nordic postal services and logistics company.
Ski Classics cross country skiing series extends with sportswear brand Daehlie
Norwegian sportswear brand Dæhlie has extended its position as the ski clothing supplier for the upcoming season of Ski Classics.
Mondelēz-owned Stimorol brand to sponsor Blast Premier esports event
Mondelēz International-owned chewing gum brand Stimorol will sponsor the Blast Premier esports tournament’s Fall Final competition in December.
Gjensidige Games – Gjensidige & 19 Norwegian sports organisations
Norwegian insurance giant Gjensidige Forsikring linked up with 19 national sports organisations to drive recruitment and participation via a 2018 employee engagement initiative called the Gjensidige Games.