Denmark's TDC to sponsor Superliga soccer team Brondby

Broendbyernes IF Fodbold A/S

14/07/2014 15:15

COPENHAGEN, July 14 (Reuters) - Danish telecoms group TDC 
 TDC.CO  said on Monday it would become the main sponsor of 
Danish Superliga football team Brondby IF  BIF.CO , the 
Copenhagen-based rival to FC Copenhagen  PARKEN.CO .   
    The sponsorship is to last for one year and, while the 
deal's value was not announced, TDC described it as a 
"multi-million million crown" agreement. The logo of TDC's 
betting site Bet25 will be on the players' shirts.  
    In response to competition from mobile and internet 
telephony services, TDC has sought new revenue streams. 
 ID:nL6N0PE4CF  One initiative has been the purchase of a 51 
percent stake in sports betting business Bet25. 
    Brondby IF came fourth in the Danish Superliga in the 
2013-2014 season. It won the league three times in the 1990s and 
most recently in 2004-2005. 
    In its heyday in the late 1980s and early 1990s, Brondby 
hosted players that featured prominently in the Danish team 
which won the Euro 1992 tournament, such as goalkeeper Peter 
Schmeichel, and reached the 1990-1991 semi-finals of the UEFA 
Cup.  
 
 (Reporting by Annabella Pultz Nielsen, editing by David Evans) 
 ((annabella.nielsen@thomsonreuters.com)(+45 33 96 96 
73)(Reuters Messaging: 
annabella.nielsen@thomsonreuters.com@reuters.com)) 
 
Keywords: TDC SPONSORSHIP/FOOTBALL