Salling | DBU – more opportunities
The Danish Football Association (DBU)
At Salling Group, we are proud of our partnership with DBU and Danish football. Together with DBU, we strive to provide equal opportunities and healthy communities for everyone. On the pitch, in the warehouse, in the locker room, and in the office. In 2024, Salling Group and DBU entered a historic agreement to promote equality, better well-being, and education. The partnership, which is the first of its kind, includes all national teams from U16 to the women's and men's national teams, grassroots initiatives, and football schools for children.
Salling | DBU – more opportunities
A historically big partnership
DBU and Salling Group aim to create changes and improvements in three specific areas:
1. Equality and equal opportunities. Through various projects, we will increase diversity in Danish football and within Salling Group's organization.
2. Physical and mental health and well-being. We want to make Danes healthier and mentally stronger – in Danish football, in stores, and in Danish homes.
3. Recruitment and education. Both DBU and Salling Group wish to strengthen the recruitment of everything from coaches and referees to store colleagues and future leaders. We will share experiences and develop collaborations to engage even more people in exciting challenges.
As the first partnership of its kind, it includes all national teams from U16 to the women's and men's national teams, while Salling Group will also be part of the Football School, Pigeraketten, and several other projects. The agreement runs from 2024 to 2029.
DBU’s Football Schools are communities that bring sweat on the brow, rosy cheeks, and social connections. The Football Schools are for all boys and girls who want to try their hand at football and healthy habits. At Salling Group, we are proud of our partnership with DBU Football Schools and our shared mission to turn the smallest players into the greatest talents, both on and off the field.
From 2026, føtex will take over the partnership with DBU Football Schools – see how you can sign up here.
The Girls' Rocket (Pigeraketten) is a DBU initiative where local football clubs invite girls aged 5 to 9 to experience football through fun, play, and great experiences. Last year, more than 7,000 girls from 160 clubs participated in the Girls' Rocket. It is an initiative we are proud to partner with.
Read much more about the Girls' Rocket and how to sign up right here.
Children and young people gain much more than just exercise from playing football. Healthy values, strong communities, and increased self-confidence are just some of the additional benefits. That’s why we step onto the field every day with DBU as a proud partner of all youth national teams, the men’s and women’s national teams, the Girls' Rocket, and the Football Schools.
There are many stars in football. But the greatest of them are neither on the back of a cereal box, on the screen, nor on the winner's podium. They are the ones who get up early on Sundays to coach the youngest players or spend their Tuesday, Wednesday, and Thursday evenings with the U15 team. They are the ones standing in the rain with a "keep going!" when there’s only one minute left of the second half and victory is far away in the senior league.
As a proud partner of DBU, we at Salling Group celebrate the many volunteers who help ensure healthy communities and equal opportunities for everyone.
Together with DBU, Salling Group steps onto the field to promote healthy communities through football. We are proud partners of all Denmark's national football teams, but we are just as proud of the many other bonds and healthy communities we help foster in Denmark every day.
Football brings both ups and downs, but above all, it creates communities and new friendships — no matter who you are or where you come from. That’s why Salling Group is proud to step onto the field with DBU on a shared mission to promote healthy communities and equal opportunities for everyone.
Danish women’s football is thriving, with a world-class national team and more girls stepping onto the pitch in clubs and associations across the country. As a partner of DBU, the Danish women’s national team, and Pigeraketten, we at Salling Group are proud to help inspire girls and women nationwide to pursue a professional football career. And of course, we’ll be there — on the jerseys, on the sidelines, and at the checkout counters — when the women’s national team represents Denmark.
Healthy development requires someone to look up to and something to aspire to. Denmark’s women’s national team is both. As a proud partner of DBU, we at Salling Group step onto the field with the national team to promote healthy communities and equal opportunities for everyone.
føtex, Netto, and Bilka are part of Salling Group. And that doesn’t just mean Danish ownership — it also means we are over 42,000 employees in Denmark, all proud of our partnership with DBU and Danish football. So when we step onto the field with DBU to promote healthy communities and equal opportunities for everyone, we’re all cheering together!
As an official DBU partner, Salling Group supports all of Danish football, including the men’s U21 national team. Together with DBU, we step onto the field every day to promote healthy communities. And, of course, we’re cheering from the sidelines for the new talents.
