ComeOn Group is significantly strengthening its brand presence in the regulated Danish market by signing strategic partnership agreements with three local football clubs.
The move is a key part of the operator’s new global sponsorship strategy, which is centred around its “ComeOn! Moments” initiative designed to connect fans, athletes, and communities.
The company has secured agreements with AC Horsens and HB Koge, and has most recently added FC Fredericia to its Denmark roster.
The partnership with FC Fredericia is particularly timely, as the club is celebrating a historic milestone, having recently earned promotion to the Danish Superliga, the country’s top football division, for the first time.
Efi Peleg, COO at ComeOn Group, explained the vision behind the strategy. “Football has an unmatched ability to inspire, unite and create unforgettable memories,” Peleg said. “With our new sponsorship strategy, we want to put those raw, emotional ‘ComeOn! Moments at the heart of everything we do, whether it’s the eruption of a home crowd after a decisive goal or the quiet intensity just before a game-changing play.”
Peleg stressed that the partnerships go beyond simple brand exposure. “This is more than just branding on a shirt; it’s about building lasting partnerships that energise fans and communities,” she added. “We are especially proud to expand our footprint in Denmark by supporting ambitious clubs like FC Horsens, HB Køge and newly promoted FC Fredericia.”
This new sponsorship approach is closely linked to the development of the Group’s proprietary sports betting platform.
ComeOn! plans to roll out regional activations, fan engagement campaigns, and further partnerships in the coming months, aiming to create a powerful synergy between community involvement, major sporting events, and its betting technology.
