Saxo Bank calls for more Danish sponsorship in sport

Nov 24, 2014

Just one day after the executive chairman of the McLaren racing team, Ron Dennis, called for more Danish sponsorship in Formula 1 motor racing, Lars Seier Christensen, the CEO of investment bank Saxo Bank, concurred there is a need for more Danish sponsorship in sports.

Christensen said that Saxo Bank's sponsorship deals in Formula 1 with Lotus and in pro cycling with Team Tinkoff-Saxo have helped boost the company's brand overseas.

”I can see that people know Saxo Bank when I am on the other side of the globe, as opposed to many other companies,” Christensen told DR Nyheder. ”And that's down to our engagements in cycling and Formula 1.”

”He [Dennis] is right. It would be nice to see more Danish companies in sport in general. For companies with large international brands in particular, Formula 1 and cycling is very effective in terms of getting out there.”

Not just about money
Christensen said that it also creates loads of goodwill in Denmark and abroad if the sponsorship contributes to the promotion of the careers of Danish athletes.

And while Christensen believes there are plenty of Danish companies who could afford to have sponsorships in sports, it's not just a question of financing.

”In Denmark we focus a lot on having a green profile, and I’m not quite sure how that harmonises with Formula 1,” Christensen said. ”On the other hand, cycling is relatively green, so perhaps it's just how the Danish companies think.”

TOP STORIES

Copenhagen Airport will have 31 new routes for the summer

Copenhagen airport announced its summer program this week, which includes 31 new routes with direct flights to travel in and out of Europe, starting from the beginning of April
Denmark´s reaction to U.S. tariffs

U.S. President Donald Trump imposes broad tariffs on EU imports, hitting Denmark’s economy hard. Danish leaders warn of job losses, export declines, and escalating trade tensions.
Mette Frederiksen to the U.S.: “You cannot annex another country. We are your allies and friends.”

In a long Facebook post in both English and Danish, Mette Frederiksen wrote a message to the U.S. government and people. Later yesterday, J.D. Vance said U.S. security interests related to Greenland would be protected “no matter what.”
Diplomatic Bazaar in Copenhagen to raise funds for mental health

A new edition of the Diplomatic Bazaar will happen tomorrow at the Gentofte Rådhus. It’s an occasion to raise money for the non-profit mental health organization Headspace.
Copenhagen funds stronger voting participation among internationals

Copenhagen wants to boost voter participation among non-Danish speakers. The city council also decided to enhance access to the labor market for international academics
New budget cuts can be the end of beloved Copenhagen community hub

Connect club

Connect Club is your gateway to a vibrant programme of events and an international community in Denmark.

Career

The net migration of internationals from many countries is declining

Data analyst Kelly Rasmussen analyzes how internationals from different nationalities have varying retention rates in Denmark. Her calculations cover the last decades and show how people from wealthier democracies tend to leave more than others
“We need brave politicians who listen to internationals”

Asbjørn Overgaard, CEO of Copenhagen Capacity, comments on the 2024 immigration data and the trend of more and more internationals leaving the country. “We have done much over the last 15 years, and now we need to do more.”
Around 70% of internationals come here to work or study – And this is why retention is a problem

According to Danmarks Statistik, of the 83,216 who moved to Denmark in 2024, 54,614 people immigrated to either work or study. This means that low retention is a real problem.