Unibet to be F.C. Copenhagen shirt sponsor from summer 2021
Unibet will replace Carlsberg from the summer of 2021 as F.C. Copenhagen’s front-of-shirt sponsor with an agreement that runs for a minimum two years, with an option to extend.
Carlsberg will remain on the sleeves of FCK’s home and away kits, while they continue to increase their commitment to the fan experience around F.C. Copenhagen and Parken Stadium.
Unibet have been a major partner for F.C. Copenhagen for many years, and from the summer of 2021 it will be their logo displayed across the chest of Lions players.
The switch to Unibet takes place in agreement with Carlsberg, who continue as the main partner of F.C. Copenhagen. Carlsberg have wanted to focus the partnership further in the direction of the stadium and beer experience for FCK fans and other guests during football and concerts taking place in Parken, rather than exposure on the jersey.
FCK: Proud of the new deal
“We are incredibly proud of this new agreement, where Unibet significantly raises their commitment and thus becomes the new official shirt sponsor of F.C. Copenhagen,” says director Lars Bo Jeppesen.
“It gives us the best conditions to really lift the club. At the same time, it is a great pleasure for us that it is Unibet – a company that for so many years has supported and been loyal to FCK – who we now put on our shirt, which emphasises their great commitment to the club.”
Loyal sponsor since 2012
Unibet's partnership with FCK dates back to 2012 and they have since sponsored the B Stand in Parken, which has developed significantly during this period and now houses the Nordic region's largest active fan environment, Sektion 12.
"Over the past eight years, Unibet have proven time and time again that they really support FCK, our fans and have a passion for football," continues Lars Bo Jeppesen.
"Throughout the partnership, Unibet has always focused on the club's supporters and has previously been part of the creation of several documentary film projects, digital film initiatives and halftime entertainment.
"This years-long commitment has been crucial to our choice of Unibet, and I am very much looking forward to developing out collaboration from 1 July.”
Unibet: On the jersey with pride, passion and respect
“We have been a part of F.C. Copenhagen for almost a decade, and it is with pride, passion, but also respect that we now put our name on the shirt, "says Kim Olesen, General Manager at Unibet.
"We know how much the shirt and the club mean to so many, and we look forward to supporting FCK, the many fans and unique experiences we will have in Parken in the future.
"We have had a really good dialogue with the club and with Carlsberg throughout the process, and we want to continue the conversation with both them and the club's fans in the future, so that together we can lift FCK and Parken to new heights. We will continue to focus on creating exciting content and experiences together with FCK for the fans.”
Carlsberg: Great faith in the future collaboration
At Carlsberg, people are also happy on behalf of F.C. Copenhagen and look forward to continuing the development of the long-standing partnership with the club and Parken.
"We have been on the shirt since 1999, and it is of course with sadness, but also with great faith in our future collaboration, that we have taken this step," says Christopher Bak Billing, Sponsors Director at Carlsberg.
"We are, and always have been, hugely proud to be the front-of-shirt sponsor on the FCK jersey, but that's not crucial to us anymore. The important thing for us is the fans, and they know Carlsberg, and know that Carlsberg supports the team.
Ambitious plans for the fan experience
"We are not done writing our common story at all and we are happy to help ensure that another long-term and loyal partner like Unibet has their name on the jersey.
"We are continuing to work with F.C. Copenhagen on our common, very ambitious plan to attract more fans and make the fan experience even better.”
FCK: Looking forward to opening Fan Village this autumn
One of the core initiatives Carlsberg are contributing to is the Fan Village at Parken Stadium, which should be in place for supporters to enjoy by the autumn.
"Ever since Carlsberg first informed us that they would like to focus more on the fan experience and less on the exposure, we have again experienced a very loyal partner and a really constructive and flexible process with the best solutions for FCK in mind," explains Lars Bo Jeppesen.
"Carlsberg's strong desire to improve the fan and guest experience in Parken works perfectly with our ambitions for more and even better experiences in the stadium.
"Carlsberg have and will always have a very special significance for F.C. Copenhagen and for Danish football as a whole. They are part of the history of F.C. Copenhagen, and our long and close partnership has only been strengthened during this time.
"Specifically, we are already in the process of developing our first major joint project, where this autumn we will be ready to launch and open F.C. Copenhagen's upcoming Fan Village.”