Lurpak butter will feature prominently when Denmark’s World Cup team faces Saudi Arabia in Riyadh in a pre-World Cup friendly next Wednesday.
As the game will be shown on TV screens across the Middle East, the event will provide an opportunity for Arla Foods to show a football version of the hugely successful TV commercial featuring the famous pampered cow.
"As sponsor of the Danish team it was obvious for us to use the occasion to put in an extra effort on behalf of the Lurpak brand,” says Business Unit Manager Jesper Nielsen from Arla Foods’ Saudi subsidiary, Danya Foods. ”Football attracts an enormous following here, especially in view of Saudia Arabia’s participation in the finals and its recent victory in the Golf Cup.
In connection with the game, Danya Foods will host an event for customers and partners in the Saudi market.
The Middle East is Arla Foods’ largest market after the UK with annual sales of 10,000 tons. Within the region, Saudi Arabia is by far the largest market. Lurpak’s market share, however, exceeds 50% in several Middle Eastern countries.