Danish Football Union hit by new marketing law

The Danish Football Union (DBU) has been left frustrated after new marketing laws forbid them from displaying the sponsors Arbejdernes Landsbank and Oddset conjointly.


The new law, which was brought into effect in July, has been formed to reduce the marketing of short-term financial loans. However, the DBU had enquired on any potential effect that this could have with its deals with Arbejdernes Landsbank and Oddset, a financial services group and betting brand respectively, with Oddset also known for being majority state-owned by Danske Spil.


Consequently, gaming providers have now been told that they cannot be associated with the marketing of these products anymore. Arbejdernes Landsbank as a financial services company falls under this new law despite not offering the products mentioned directly.


Having probed about their deals with Arbejdernes Landsbank and Oddset to Consumer Ombudsman, it was confirmed to them that both brands will not be able to be featured together on any form of advertisement, including training kits and advertising backdrops. If one sponsor is displayed on the training kit, the other brand cannot be advertised concurrently where it is visible alongside the training kit sponsor.


DBU director Jakob Jensen said the governing body will abide by the law. However, he added: “(The DBU) is surprised that the legislation should affect two established companies – one of which, Danske Spil, is 80 per cent owned by the state – and their partnership with the Danish national football teams.


Jakob Jensen, DBU director, expressed his frustration at the new law.


“(The DBU) is surprised that the legislation should affect two established companies – one of which, Danske Spil, is 80 per cent owned by the state – and their partnership with the Danish national football teams.


“We are surprised that the legislation is formulated so broadly that it must affect the close cooperation we have, both for the Danish national football teams and for the clubs. At the same time, we note that several political commentators this summer have stated that this is not the intention of the legislation.


“DBU has had AL Bank and Oddset/Danske Spil as partners for both the men’s national team and the women’s national team for several years.”


Speaking to the Bold.dk website, Mai Hansen, the chief consultant at the Consumer Ombudsman, has ratified that the new law does not mean that the DBU has to terminate its partnerships with the two organisations.


Hansen said: “We do not believe that the new rules prevent you from being sponsored by both a consumer loan company and a gaming provider. But you have to make sure that the two sponsors are not marketed in connection with each other.”


Author: Jake Wilkin


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