Kronborg Cup has extended its partnership with Sport Direct and Adidas until 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, including campaigns and new designs", 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 conditions for the participants at Kronborg Cup to have great experiences.

"We are very happy and satisfied with the extension of the close collaboration with Kronborg Cup, which is now in its 17th year. It has been a pleasure to be on the sidelines and see how Kronborg Cup has developed, both in the number of participants, committed volunteers and spectators. Inparticular, the benefit that the Kronborg Cup helps to give the local clubs for the great youth and club work that is going on every day in the municipality".

"From Sport Direct - Helsingør's side, a big present and a huge thank you to all the hundreds of volunteers who all help to create a fantastic setting for a great football event and put Helsingør and all the city's wonderful sights on the map both at home and abroad," says Carsten Nielsen, Sport Direct Helsingør.

Adidas is one of the world's leading football brands, providing top-class sportswear to Real Madrid, Arsenal, Juventus, Manchester United and many more.

"We are happy that with this collaboration we can have top quality Kronborg Cup t-shirts for our participants and volunteers, which will also be worn after the tournament is over. Every year we have seen happy children in Kronborg Cup t-shirts on their way to school after the summer vacation. We are of course very happy about that", Henrik Svinggaard, KC steering committee member.

Kronborg Cup and Sport Direct will present this year's participant and volunteer t-shirts in the spring.