We host Dana Cup for and with Hjørring
Dana Cup Hjørring will take place in 2025 for the 42nd time. The football tournament, which every year gathers a total of 30,000 young players and fans from all over the world, puts Hjørring on the global map and brings color to the town during the last week in July. Dana Cup brings valuable tourism to the city and is also an event that depends on the efforts of dedicated local volunteers. Director Jette Andersen looks forward to another round of Dana Cup – "for and with Hjørring," as she says.
Every year, in the last week of July, countless meals must be served, players transported between various pitches, and participants, coaches, referees, and fans accommodated in schools, hostels, and hotels – and much more. Around 3,000 volunteers help ensure that Dana Cup runs smoothly and that the many football matches can take place in Hjørring and the surrounding areas. Jette emphasizes:
“We are incredibly grateful for our volunteers, who do an amazing job. It’s wonderful to see how people who normally work in completely different fields show up in the last week of July - as kitchen staff, night guards, or drivers. And how being a volunteer is also about community and shared experiences that return year after year.”
A Great Showcase for Vendsyssel
Dana Cup Hjørring also contributes directly to the city and the region. The tournament generates significant revenue for Hjørring’s restaurants and shops, and a tourism survey previously showed that about a quarter of the teams stay in the area for vacation either before or after Dana Cup. Tourist activity spreads throughout the region and is also felt in Skagen and Aalborg. Jette is pleased with the positive impact Dana Cup has on the area and says:
“Dana Cup is a major event that fills Hjørring every July. But it’s also a fantastic showcase and a way to present our beautiful region, its nature, and local attractions.”
Strategy for Sustainable Development
This strategy sets goals such as reducing the tournament’s annual CO2 footprint per participant, lowering the amount of residual waste, and increasing gender equality in the number of female participants, referees, and leaders. Collaboration with the local community is also a key focus, Jette explains:
“We want to share our successes with Hjørring. We see that Dana Cup brings many benefits to the town, but perhaps we’re not always the best at communicating that – or at sharing the joy with our valued partners, including our volunteers. The purpose of Dana Cup is to create fantastic experiences for the young participants – and to let those experiences have a positive impact on Hjørring.”
Dana Cup Hjørring has also become a climate partner with Hjørring Municipality, along with several other businesses, associations, and cultural institutions.
