Craft Sportswear, Dana Cup and Sports World enter into a 5-year strategic partnership
Dana Cup as a central experience universe – also beyond the pitch
Dana Cup is much more than an international youth football tournament. It is a vibrant meeting place where Nordic values such as community, respect, integrity and equal opportunities are brought to life in practice – both on and off the pitch. During the Dana Cup week, encounters are created across cultures and continents and experiences that extend far beyond match results become memories for life.
With the new 5-year strategic partnership, Craft Sportswear and Sports World will have a strong and visible presence at the Dana Cup. Players, coaches, team officials and visitors will be able to meet both brands in the tournament’s event area. Here, participants can experience and feel Craft’s latest high-quality products, explore and purchase an expanded Dana Cup merchandise range and gain inspiration for training, match play and everyday active wear.
A meeting point for inspiration, quality and community
The event area will serve as a central hub during the Dana Cup week and as a natural extension of the tournament’s strong sense of community. The ambition is to create an open and inspiring universe where participants can explore functional sports equipment, gain insight into the latest materials and solutions and take a piece of the Dana Cup experience home with them.
Through the collaboration, Craft Sportswear and Sports World aim to jointly enhance the overall Dana Cup experience with a strong focus on quality, functionality and professional frameworks that support both performance and well-being. Participants will be welcomed by a well-executed and inclusive host experience, where Nordic design and quality go hand in hand with strong local roots in Hjørring.
A long-term partnership focused on holistic experiences
Dana Cup will be a central pillar of the partnership, a living experience environment where the values of the collaboration are unfolded year after year. With a long-term perspective, the goal is to contribute to holistic experiences that strengthen community, personal and sporting development and build lasting international relationships.
The partnership is therefore not only about equipment and products but about creating settings for experiences, inspiration and community, on the stadiums, in the event area and in the encounters between people from all over the world.
Craft Sportswear & Sports World
