25 Years of DS and Hobro IK Celebrated with Victory

There was something special in the air over DS Arena on Saturday, 14 March. Hobro IK welcomed local rivals AaB, while DS colleagues, their families and friends packed the stands to celebrate the occasion.

The orange anniversary shirts lit up the ground and added colour to an otherwise chilly Saturday in March. Young and old were ready in the stands to cheer. For some, it was their first experience at the stadium; for others, it was a welcome reunion with the local Hobro IK players.

Whatever the case, this particular match was special: it marked 25 years of collaboration between DS and Hobro IK.

Svend Had an Idea 25 Years Ago

The collaboration between DS and Hobro IK began in the autumn of 2000. It took a man with an idea that was, in many ways, ahead of its time. Founder Svend Møller Hansen, better known as the Steel King, saw the potential in the local football club.

“The fact that we can celebrate 25 years as a sponsor of Hobro IK this year is largely thanks to Svend Møller Hansen’s many years of work and involvement with Hobro IK. Because he made the agreement with Hobro IK in the autumn of 2000, he is the one who deserves the credit today,” says Morten Kaad, Co-CEO of DS Gruppen and CEO of DS Stålkonstruktion.

The collaboration, which is now older than many of the club’s players, also helped to build the new stadium at DS Arena more than 15 years ago, where the club plays its home matches.

Victory at Home

Over the years, the collaboration between DS and Hobro IK has given DS colleagues many memorable experiences. And the match on 14 March added another to the list.

Shortly into the second half, Hobro IK got their chance. Following a corner, Søren Andreasen received the ball outside the penalty area. He struck it powerfully, hitting the underside of the crossbar. The ball went in. 1–0 to Hobro IK, which was also the final score.

The victory was a fitting celebration of 25 years of collaboration.

Safe Training and Well-being

Twenty-five years ago, the partnership grew out of a desire to support the Hobro area. Over the years, it has developed into something that extends beyond the pitch and its local roots.

Today, the partnership is also about young people’s mental health and well-being, as well as developing young talent in a safe environment. That is why DS supports Hobro IK’s football teams across all divisions, because it is about making room for each individual so that everyone can thrive.

“DS and Hobro IK are very much alike. We share strong values of inclusion and training in safe environments. This is something we can develop together,” says Tina Woods, Head of Marketing and Communications at DS Gruppen.

The partnership has also recently developed into a three-way collaboration with Headspace, focused on strengthening the ability of both coaches and employees to identify young people who need support.

“Together with Headspace and Hobro IK, we have organised training sessions for both Hobro IK’s coaches and DS employees. We can see that this partnership is making a difference, because together we are becoming better at recognising when young people need someone to talk to,” says Tina.

A Special Chapter in the Book of Memories

For young and old alike, the match on Saturday 14 March became a special chapter in the book of memories. Twenty-five years of partnership between DS and Hobro IK were celebrated at home with both support from the stands and victory on the pitch.

About the Author

Signe Rafael Jensen

Signe is a student assistant in communications, and as a student at the Danish School of Media and Journalism (DMJX), she brings the latest knowledge and perspectives from her studies directly into her work at DS. At DS, Signe contributes to the internal and external communication of DS Gruppen and its subsidiaries. She creates content for websites and social media, and with a particular interest in CSR communication, she works on everything from employee profiles and stories about our sponsorships to articles for our employee magazine.