The LEGO Group and Dana Cup team up to bring more play to the football summer in Hjørring
When young players from around the world gather in Hjørring this summer, the LEGO Group will be on site at Dana Cup to add more play, creativity and shared moments to the tournament week.
Throughout the week, players, families and visitors will be able to visit a dedicated LEGO play space at Dana Cup. The space is created as a place where young players can take a break between matches, build with LEGO bricks, take part in creative challenges and spend time together off the pitch.
Visitors will also get to experience a special surprise, rumored to be a record-breaking LEGO build displayed on site during Dana Cup.
Dana Cup is one of the football summer’s great meeting places, bringing children and young people together across countries, teams, ages and backgrounds. While the matches are at the center, the week is also shaped by the friendships, team moments and memories players bring home with them.
“There is something very simple and powerful about play. Children do not need to speak the same language or come from the same place to start creating together. At Dana Cup, where young players already come together through football, we want to add another way for them to meet, build, collaborate and share moments off the pitch. For us, that is the power of play,” says Carsten Mortensen, Head of Marketing, LEGO Nordics.
Football gives children a chance to challenge themselves, work as a team and be part of something bigger. LEGO play builds on that same spirit, offering another way for players and visitors to use their imagination, collaborate and create shared memories during the tournament week.
“At Dana Cup, the football is what brings everyone here, but the experience is also built in all the moments around the matches — when players meet new people, spend time with their teams and share something they will remember long after the tournament. We are very happy to welcome the LEGO Group this year, giving players and visitors even more ways to take part in that community,” says Alison Leigh Forman, Marketing Manager at Dana Cup.
