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DBU partners up with Sportmaster

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February 6th, 2015


This article is more than 9 years old.

New deal builds on 24 years of working together

The national football association DBU has revealed that it has agreed to a new official partnership deal with the sporting retail chain Sportmaster.

The pair have worked together in some capacity for 24 years and the new partnership will be centred around the national football team, children and youth football, and the fans.

”We've had a really good dialogue and we are very interested in becoming part of Sportmaster's ambitions to further develop the football category – in the shops and online,” Katja Moesgaard, the CEO of DBU, said.

”We think that we are a perfect match and that Sportmaster will lift DBU's aim to be even more relevant to our target groups.”

READ MORE: Carlsberg and DBU ink new fan-related partnership

Fan-driven merchandise
The partnership, which will last until the end of 2016, encompasses the DBU Football School programme and Ekstra Bladet's school football tournament.

It is also an extension of DBU's fan strategy and includes a joint launch of DBU's web ambitions, which offer a more diverse merchandise assortment developed using input from Danish fans. Sportmaster has over 100 shops nationwide.

DBU already enjoys official partnership deals with a number of companies, including Adidas and Carlsberg, but is without a main sponsor at the moment.


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A survey carried out by Megafon for TV2 has found that 71 percent of parents have handed over children to daycare in spite of them being sick.

Moreover, 21 percent of those surveyed admitted to medicating their kids with paracetamol, such as Panodil, before sending them to school.

The FOLA parents’ organisation is shocked by the findings.

“I think it is absolutely crazy. It simply cannot be that a child goes to school sick and plays with lots of other children. Then we are faced with the fact that they will infect the whole institution,” said FOLA chair Signe Nielsen.

Pill pushers
At the Børnehuset daycare institution in Silkeborg a meeting was called where parents were implored not to bring their sick children to school.

At Børnehuset there are fears that parents prefer to pack their kids off with a pill without informing teachers.

“We occasionally have children who that they have had a pill for breakfast,” said headteacher Susanne Bødker. “You might think that it is a Panodil more than a vitamin pill, if it is a child who has just been sick, for example.”

Parents sick and tired
Parents, when confronted, often cite pressure at work as a reason for not being able to stay at home with their children.

Many declare that they simply cannot take another day off, as they are afraid of being fired.

Allan Randrup Thomsen, a professor of virology at KU, has heavily criticised the parents’ actions, describing the current situation as a “vicious circle”.

“It promotes the spread of viruses, and it adds momentum to a cycle where parents are pressured by high levels of sick-leave. If they then choose to send the children to daycare while they are still recovering, they keep the epidemic going in daycares, and this in turn puts a greater burden on the parents.”