CASE STUDY:
Br√łndby IF and Betfair

THE BRIEF

With ten League titles, six Danish Cups, two Danish League cups and four Super Cups to their name, Brøndby are one of the most successful teams in the history of Danish football. They have been a mainstay of the Danish topflight for over 35 years. The Brøndby team has featured internationals and legends of the game over the course of their history; Michael Laudrup, Brian Laudrup, Peter Schmeichel and Kim Vilfort to name but a few. Brøndby are one of the standard bearers of excellence in Danish football.

Brøndby understand that the links between the club, the fans and the local community are what make it successful. At Brøndby, football means family. Fans are vocal, committed and supportive of the club and the club responds in kind. Our job was to help Betfair activate their sponsorship of Brøndby IF. 

THE SOLUTION

FC Damsø’s women, one of the top teams in the Danish women’s 1. Division, were seriously surprised when they arrived for training on a regular Wednesday night. Their usual coach René Grau Nielsen had the night off and in his place, was the Brøndby head coach Alexander Zorniger with the rest of Brøndby’s coaching staff, assistant coaches Matthias Jaissle and Martin Retov, physical trainer Ahron Thode, and goalkeeper coach Sten Christensen. The Brøndby coaching team directed the training session all night. Star midfielder Kasper Fisker also attended the training and showed the women a few tricks with his excellent left foot. This was all set up by Brøndby’s head sponsor, Betfair, and planned by us.   

THE RESULTS

“Brøndby is all about roots, and the relationship between the team, their community and their fans is what makes the club successful and special. This is why they want to give something back to the community and some of the local clubs. And since some of the women from FC Damsø started their career at Brøndby, FC Damsø was an obvious choice for Brøndby to visit,” said Kevin Massey, Senior Manager for International Brand Engagement from Betfair.