Dubai Nations Cup, the Four Nations Tournament that starts next week, is not the first appearance for the Danish national team on the Arabic peninsular.
In 1995, Denmark won the Intercontinental Cup in Saudi Arabia. With present assisting coach Michael Laudrup as captain, Denmark defeated Argentina 2-0 in the finals.
The Lurpak butter logo will replace the “Remember Milk” slogan on the Danish national team colours when the Danish soccer stars compete in the Four Nations Tournament in the United Arab Emirates over the coming weeks.
The team leaves Copenhagen for Dubai on Sunday.
As the tournament is being held in one of Lurpak’s key markets, Arla Foods’ sponsorship of the national team will be used to market the world renowned butter brand. Besides the team’s shirts, the Lurpak logo will be emblazoned around the stadium. Arla Foods has also organised some special events for local partners and retail customers.
The Four Nations Tournament is expected to attract huge interest throughout the Arabian peninsula and in other parts of the Middle East. The games will be transmitted by satellite TV across the entire region where Arla Foods sells around 10,000 tons of Lurpak butter each year.
“Lurpak has a market share of 60 per cent in the United Arab Emirates and is the Middle East’s leading butter brand,” says Jan Egtved Pedersen, Regional Director, Overseas Division. “We’re proud of this and we’re eager to spread the message.”
The league national team, which mainly comprises players from Denmark’s home league, will play three games during the tournament. The first match is on February 8 against the host nation, the United Arab Emirates, followed by Morocco and South Korea, the host nation of next year’s World Cup.
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