ComeOn Enters Danish Football with Local Club Deals
ComeOn Group has launched a new global sponsorship strategy focused on local football, starting with new partnerships in Denmark. The group’s flagship brand ComeOn! is now supporting AC Horsens, HB Køge and newly promoted FC Fredericia, reinforcing its commitment to both grassroots and professional football.
Focus on Local Engagement
As part of its refreshed global sponsorship strategy, ComeOn Group is turning its attention to markets where football plays a central role in community life. Denmark has been chosen as a key market, with the operator now supporting three clubs from different levels of the domestic football pyramid. This includes the recently promoted FC Fredericia, now set to compete in the Danish Superliga, the country’s top division.
Strategic Sponsorships in Denmark
The company has signed agreements with AC Horsens, HB Køge and FC Fredericia under its ComeOn! brand. These partnerships reflect a focus on long-term engagement rather than short-term branding exposure. The strategy aims to deepen ties with local communities through active support of clubs with a clear identity and local significance.
By partnering with teams across different tiers of Danish football, ComeOn Group positions itself not only as a backer of elite sport but also as a supporter of clubs striving for growth. According to the company, these sponsorships represent a wider commitment to both grassroots development and top-level competition.
Company Statement on the Initiative
Efi Peleg, Chief Commercial Officer at ComeOn Group, emphasized the emotional connection between football and its audience:
“Football has an unmatched ability to inspire, unite, and create unforgettable memories. With our new sponsorship strategy, we want to put those raw, emotional ‘ComeOn! Moments’ at the heart of everything we do – whether it’s the eruption of a home crowd after a decisive goal or the quiet intensity just before a game-changing play. This is more than just branding on a shirt – it’s about building lasting partnerships that energise fans and communities. We are especially proud to expand our footprint in Denmark by supporting ambitious clubs like FC Horsens, HB Køge, and newly promoted FC Fredericia. Their stories embody the passion, perseverance, and excitement that define why we love football.”