The national football association DBU has revealed that it has agreed to a new official partnership deal with the sporting retail chain Sportmaster.
The pair have worked together in some capacity for 24 years and the new partnership will be centred around the national football team, children and youth football, and the fans.
”We've had a really good dialogue and we are very interested in becoming part of Sportmaster's ambitions to further develop the football category – in the shops and online,” Katja Moesgaard, the CEO of DBU, said.
”We think that we are a perfect match and that Sportmaster will lift DBU's aim to be even more relevant to our target groups.”
The partnership, which will last until the end of 2016, encompasses the DBU Football School programme and Ekstra Bladet's school football tournament.
It is also an extension of DBU's fan strategy and includes a joint launch of DBU's web ambitions, which offer a more diverse merchandise assortment developed using input from Danish fans. Sportmaster has over 100 shops nationwide.
DBU already enjoys official partnership deals with a number of companies, including Adidas and Carlsberg, but is without a main sponsor at the moment.