Extension of principal sponsorship agreement confirmed until 2026 

DS Gruppen has chosen to extend its principal sponsorship agreement with Hobro IK for another two years, until summer 2026. This means that DS Gruppen will celebrate its 25th anniversary as principal sponsor of Hobro IK. 

PRESS RELEASE Hobro, 25 February 2024

For almost a quarter of a century, DS Gruppen has been an inseparable part of Hobro IK’s history. This long-standing partnership will continue. 

DS Gruppen has extended its principal partnership agreement with the club for a further two years. During the forthcoming period, DS Gruppen will therefore celebrate its 25th anniversary as principal partner of Hobro IK, a milestone that both parties look forward to celebrating. 

For more than two decades, DS Gruppen has made its mark on the club, both through the expansion of DS Arena following Hobro IK’s first promotion to the Danish Superliga and through the club’s overall strategic development. 

Thomas Maribo, Head of Sales at Hobro IK, speaks positively about the continued partnership: “DS Gruppen has been an invaluable partner to Hobro IK for many years and has played a crucial role in our development. We look forward to continuing our strategic partnership and taking it to new heights.” 

Kent Hejn Kristensen, Chief Executive Officer of DS Gruppen, comments on the extension of the partnership: “We have set a new strategic direction for DS Gruppen. We have therefore increased our focus on various social initiatives, with a particular emphasis on young people’s mental health and well-being. Our relationship with Hobro IK means a great deal to us and is a major reason why we have extended our agreement with the club.” 

Morten Kaad, who will succeed Kent Hejn Kristensen as CEO of DS Gruppen on 1 April, continues: “We are pleased that we are extending our principal partnership agreement for another two years. We share a great many important values. We believe in developing young talent in a safe environment – and in giving individuals the room and space they need so that everyone can thrive. We want to support Hobro’s football teams across all divisions, and not least the local community where the majority of DS Gruppen’s companies are based.” 

At DS, we place great emphasis on supporting and improving young people’s wellbeing in our workplaces,  but also through our sponsorships and partnerships. This is also part of the journey we are currently on – a journey towards becoming Denmark’s best workplace in our industry. 

The video was produced by Dannie Rosenkrantz, Hobro IK. 

Further information 

Morten Kaad, tel.: +45 96 57 27 27

Tina Woods, tel.: +45 60 20 39 16