Dec 21st 2017

Last month, Danisa and Badminton Denmark announced a multi-year partnership, which maintains Danisa as the official sponsor for Badminton Denmark for the next 4 years. This partnership paired the two of Denmark's most beloved pastimes — badminton and butter cookies.

Badminton is one of the important and popular sports in Denmark. In fact the Danish National Team has been able to carve out a name for itself in the midst of heavyweights like China, Indonesia and Malaysia in the world of badminton. For Denmark, Badminton is seen as a good opportunity to spread awareness and attention to foreign countries in Asia.

Danisa being one of the most popular Butter Cookies brand in the world, cares immensely about its Danish heritage, including butter cookies and badminton. That’s why both Danisa and Badminton Denmark aspires to introduce these two Danish iconic heritage to the world. On top of that, this partnership is also a mean to find ways to develop world-class badminton players, attract the biggest stars in badminton, continue improving the tournament event and leverage digital to bring the fans closer to the sport whether at home or in the court.

"We saw that badminton is an embedded part of Asia and thus some of the biggest markets, compared to other sports. It is a good sport for us because we already have a strong position in our markets and we want to reinforce this going forward," says Erik Bresling, CEO of Danish Speciality Foods AAL DK A/S and Danish Speciality Foods CPH DK ApS.

With this partnership, both Danisa and Badminton Denmark hope to bring Danish culture to the world by introducing two of Denmark favourite past time: Badminton and Butter Cookies.