Denmark’s World Cup team, which is sponsored by Arla Foods, will play its initial games in South Korea where the Danish stars will meet Uruguay on Saturday June 1, 2002.
Besides the South Americans, Denmark’s group comprises the holders, France, and Senegal, which meet in the tournament’s opening game on May 31.
The World Cup finals in Japan and South Korea, Arla Foods’ most important markets in Asia, mark the first time for Arla Foods to sponsor the Danish team in the World Cup.
The event, which will be followed by hundreds of millions of soccer fans across the world, represents an important opportunity to enhance the Arla name in Asia. In Japan, Arla Foods’ sales total DKK 400 million while in Korea sales are also substantial.
Here, however, sales primarily consist of ingredients for the food industry, including milk proteins for yoghurt and added value ingredients for infant formula. Lurpak butter, however, is also sold in supermarkets.
”We will use this huge event to strengthen our relations with important contacts in South Korea,” said Nels Gaardahl, Head of Arla Foods Ingredients’ subsidiaries in Japan and South Korea. ”And, of course, we’re hopeful that Denmark will qualify for the next round which will be played in Japan.”