Danish Clubs Join ComeOn as Group Expands Local Sponsorships

ComeOn Group is rolling out a fresh sponsorship strategy aimed at spotlighting the emotion and energy that football brings to fans, clubs, and communities. The new approach centers on what the company calls “ComeOn! Moments”—those real, pulse-raising flashes in a match that stick with supporters long after the final whistle.

Good to know

• ComeOn Group is expanding sponsorships in key local football markets.
• The company recently partnered with FC Fredericia, AC Horsens, and HB Køge.
• The initiative ties into ComeOn’s proprietary sports betting platform for a better fan experience.

ComeOn’s latest sponsorship strategy focuses less on logos and more on fan connection. The company is looking to capture the raw tension of a late goal or a match-winning play—moments that bring people together in the stadium or around the TV. These “ComeOn! Moments” will be central to how the brand interacts with fans across its partnerships.

Chief Commercial Officer Efi Peleg summed it up:

“Football has an unmatched ability to inspire, unite, and create unforgettable memories. With our new sponsorship strategy, we want to put those raw, emotional ‘ComeOn! Moments’ at the heart of everything we do.”

Denmark a key region

One of the key regions where ComeOn is ramping up its presence is Denmark. The company has formed new partnerships with three clubs: AC Horsens, HB Køge, and FC Fredericia. The latter just earned promotion to the Danish Superliga, marking a major milestone in the club’s history.

ComeOn’s support is aimed at both the elite and grassroots levels of football, reinforcing its long-term commitment to local communities. Peleg noted that these clubs “embody the passion, perseverance, and excitement that define why we love football.”