The Danish Sports Federation (DIF) recently announced that they have entered into a four-year partnership with the Dansk Supermarked A/S (A Danish corporation which owns several chains of grocery stores). In 2014 alone the DIF and Team Denmark will receive a donation of 15 million DKK (which converts to approximately $2,7 million USD) from the company.
Editor’s note: we have corrected the dollar amount of the donation above.
“We believe that athletes can better deliver the goods if they are given the right conditions, both in training, competition and everyday,” says Per Bank, the Director of Dansk Supermarked A/S.
“Therefore, it is with pride that we are helping to make Denmark’s best talents, athletes and teams have a backrest towards the Olympic Games in 2016.”
The goal for the Danish team in Rio at the 2016 Olympics is to bring home 10 medals, which is one more than the nine (two gold, four silver, three bronze) they earned in London and would be the first time that they hit the double digit mark since the 1948 Olympics.
“Our ambition for the 2016 Olympic Games, is ten Danish medals and a large Olympic team,” said DIF’s Olympic boss Morten Rodtwitt.
“Therefore, we are extremely pleased Danish Supermarket supporting 15 million. DKK this year and the four-year partnership that will allow us to further develop the Danish elite and ensure optimum Olympic preparations and the perfect setting for the Danish athletes in Rio.”
The donation is targeted and go to support and enhance five different areas of Danish Sport:
- Best Olympic preparations – better training preparations and targeted international competition participation of potential Olympic medalists.
- World class equipment – optimal material and equipment for selected Olympic sports.
- Athlete Scholarships – athletic scholarships for Olympic athletes and potential medal winners.
- New opportunities for Olympic talent – special talent programs and focus on talent coaches should ensure opportunities for the next generation of Olympic stars.
- High Performance Centre at the Olympic Games in Rio – optimal framework for the Olympic team, both within and outside the Olympic Village.
The donation is the largest that Danish elite sport has ever received.
“The sporting performance of many Olympic sports in 2013 has created a real sense of optimism and with the new donation from the Danish Supermarket we can improve the quality of Olympic preparations further in the coming year,” said Michael Andersen, the Director of Team Denmark.
“We can invest in new and optimal equipment and equipment for a number of athletes and teams, and we can invest more resources for medal candidates’ training and competitions in 2014, which includes is Olympic qualification in sailing and shooting.”
In 2013 Danish athletes collected 10 World and 12 European gold medals; along with:
- World Championship medals in Olympic sports in 2013: 12
- European Championship medals in Olympic sports in 2013: 8
- World Championship medals in non-Olympic sports in 2013: 18
- European Championship medals in non-Olympic sports in 2013: 23
- Medal Winning sports federations in 2013: 17