DBU enters into a major partnership with the Salling Group
DBU partners with Salling Group, Denmark‘s largest grocery group, in the largest agreement ever. The partnership focuses on diversity, recruitment, and well-being in Danish football, covering national teams from U16 to men’s and women’s teams until 2029. Salling Group’s logo will appear on training kits starting in May and June for the women’s team and in January 2026 for the men’s team, with youth teams following in autumn 2024.
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DBU enters into a major partnership with the Salling Group
Dansk Boldspil-Union (DBU) enters into a partnership agreement with Denmark’s largest grocery group, Salling Group.
This is stated by DBU in a press release.
According to the football association, it is the largest partnership agreement ever.
“With the Salling Group as a partner, we can jointly strengthen efforts and measures for key areas such as diversity, recruitment and the work for physical and mental well-being, which are important for everyone in Danish football”, says CEO of DBU Erik Brøgger Rasmussen.
The agreement covers all national teams from U16 up to the men’s and women’s national teams. It runs from 2024 to 2029.
The Salling Group will be visible on the women’s national team’s training kit from the upcoming EC qualifiers in May and June, while they will be visible on the men’s national team’s training kit from January 2026.
The youth national teams will also have the grocery group’s logo on their training clothes from autumn 2024.
Salling Group is Denmark’s largest grocery group with the supermarkets Bilka, Føtex and Netto and has a total of 700 stores across the country.
ritzau
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