This article contains information regarding the organisations enjoying a strong branding presence across the Denmark men’s and/or women’s national football teams’ physical and digital assets as sponsors and partners of the Danish Football Union.
Name of the football association: Danish Football Union (Danish: Dansk Boldspil-Union; DBU)
Also Read – FIFA Women’s World Cup 2023 Sponsors
The partnership between Copenhagen-based Danish financial services organisation and the DBU sees the former supporting not only the Danish national football teams—both men’s and women’s—but also support the DBU’s grassroots initiatives across the country.
The partnership also sees the Forenet Kredit logo featured on the training shirts of the Danish national teams.
The Viby-based largest dealer and distributor of building materials across Denmark has served as an official partner to the Denmark senior men’s and “Old Boys” national football teams since September 2019. The partnership also sees the STARK logo featured on the training shirts of the Danish men’s national team.
The two parties last renewed their partnership in March 2022 on a three-year deal.
Danish sportswear brand Hummel serves as the official kit supplier to all DBU-affiliated national squads—both men’s and women’s—across all age levels.
Hummel worked with the DBU from 1979 to 2004, when it was replaced by German sportswear giant Adidas. Twelve years later, in 2016, the DBU re-signed Hummel in an eight-year agreement.
In September 2022, Hummel unveiled the Denmark kits for the 2022 FIFA World Cup, that would be held in Qatar with “toned down” branding. Via this move, the company intended to make a statement against the host country’s poor human rights record.
The famous Copenhagen-headquartered brewery is a long-standing sponsor of the Denmark men’s national football team — since 1978.
Apart from branding rights, the deal sees the DBU and Carlsberg work on several fan engagement activities, including maintaining hospitality suites during the team’s matches.
The two last renewed their sponsorship deal in September 2016.
Denmark’s national lottery, Danske Spil, has a partnership with the DBU that sees its betting brand Oddset serve as the official betting partner of the Denmark men’s and women’s national football teams.
Apart from branding rights, the deal sees the DBU and Oddset work on various fan engagement activities while also promoting responsible gambling.
In June 2023, the DBU and Oddset renewed their partnership in an agreement set to run until 2025. Later, in July 2023, Oddset was confirmed as a sponsor of the Danish Cup (Pokalen), covering its 2023-24 to 2025-26 seasons.