The Kronborg Cup has extended its partnership with Sport Direct and Adidas through 2026.
“It is with great pleasure—and not least pride—that we have extended our agreement with Sport Direct. We will focus on developing the partnership for both parties through, among other things, campaigns and new designs,” said Nick Rubin, chairman of KC-event.
The focus of the renewed partnership is to create value for both parties, support the local business community, and provide the best possible conditions for participants in theKronborg Cup to have great experiences.
“We are very happy and pleased with the extension of our close collaboration with the Kronborg Cup, which is now in its 17th year. It has been a pleasure to be on the sidelines and see how the Kronborg Cup has evolved, both in terms of the number of participants, dedicated volunteers, and spectators. In particular, the benefits the Kronborg Cup helps provide to local clubs for the extensive youth and club activities taking place every day in the municipality.”
“On behalf of Sport Direct – Helsingør, we’d like to extend our heartfelt appreciation and a huge thank you to all the hundreds of volunteers who help create a fantastic setting for a great soccer tournament and put Helsingør and all the city’s wonderful attractions on the map both at home and abroad,” says Carsten Nielsen of Sport Direct Helsingør.
Adidas is one of the world's leading soccer brands, supplying top-of-the-line sportswear to Real Madrid, Arsenal, Juventus, Manchester United, and many more.
“We’re delighted that, thanks to this partnership, we can provide our participants and volunteers with top-quality Kronborg Cup T-shirts that they’ll continue to wear even after the tournament is over. Every year, we’ve seen happy children in Kronborg Cup T-shirts on their way back to school after summer break. We’re obviously very happy about that,” said Henrik Svinggaard, member of the KC steering committee.
This spring, Kronborg Cup and Sport Direct will unveil this year's participant and volunteer T-shirts.
