Although defeated by England in Japan Denmark’s World Cup stars secured a resounding victory in Danish shops where Arla Foods, the team’s sponsor, used the players for a range of promotions and other in-store activities.
A nationwide campaign focusing on the Danish team comprised 600 stores, 300 canteens serving 150,000 people and 80 petrol stations. In addition three new products, MiniMeal Vanilla Rice, Yoggi Drøm and the bottled milk, Arla Mini were launched as part of the campaign.
“We used the team to create a platform for several products at the same time,” Product Manager, Karsten Jeppesen, Denmark Division, explained. “Sales have been significantly better than is the norm for individual launches.”
The Danish team also contributed to the promotion of Arla’s new mega brand which was displayed on the players’ kits during the run-up to the World Cup finals. While the exact awareness-level has not yet been ascertained, Sponsor Manager Benny Eriksen says participation in the final raised awareness levels by a factor of 10.
“Arla’s new mega brand will also benefit, especially as links to the World Cup team are generally seen as positive,” said Eriksen.
Besides the players themselves, of course, thousands of fans have also been displaying the new mega brand. During the finals no fewer than 15,000 Arla t-shirts were sold from Arla Foods’ website, i.e. four times the number during the Euro 2000 in Holland.
Midfielder Thomas Gravesen showing off with the Arla mega brand on his shirt.
The Danish team will play Scotland in a friendly on August 21 before facing Norway on Saturday September 7 in the first qualification game for Euro 2004 in Portugal.
The main sponsor for the Danish team since 1998, Arla Foods’ sponsorship runs up to, and including, Euro 2004.
The current contract with the Danish FA has a value of DKK 12 million per year.