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Olympics success to attract more cash to Danish top sports, say officials

08-13-2012 23:30 BJT Special Report:2012 London Olympic Games |

COPENHAGEN, Aug. 13 (Xinhua) -- Denmark's nine-medal haul at the London Olympics, its best summer games results in 64 years, could lead to a rise in revenues for the country's top sports, officials said here Monday.

The Sports Confederation of Denmark (SCD), the country's highest sports authority, as well as Team Denmark, an organization which helps select Danish athletes to the summer Olympics, have said there is increased interest from sponsors to financially support Danish top sports ahead of the next summer games in Rio de Janeiro, in 2016.

"I expect that we can collectively raise revenues for Danish sport by tens of millions of kroner, over and above the amount we already operate with," said SCD Chairman Niels Nygaard in comments made to Danish newspaper Politiken.

He added that the SCD's marketing company received visits by over 700 potential sponsors during the London games, several of which are already in sponsorship negotiations.

The spike in interest comes as Denmark's 113 Olympians returned home from London with a total nine medals, one more than the target set by the SCD, making it the country's biggest medal haul since the 1948 games, which were also held in the British capital.

In 2012, Danish athletes won two gold medals in men's lightweight double sculls and men's track cycling, four silvers in men's skeet shooting, women's single sculls, men's Finn-class sailing, and men's badminton doubles, and three bronzes in badminton mixed doubles, men's lightweight fours rowing, and men's 49er-class sailing.

As such, Team Denmark Director Michael Andersen described the current atmosphere as "historically favorable" for attracting more revenues to Danish top sport.

Team Denmark's budget for 2012 totals 140 million Danish kroner (23.2 million U.S. dollars) and Andersen said to Politiken that some of the organization's current, biggest sponsors have already approached him to discuss a future increase in their financial support ahead of Rio 2016.

In May, the Danish government launched a strategy to boost the country's exports to emerging economies by 50 percent over the next five years. Brazil is among the key markets targeted, and both Danish businesses and government expect the 2016 games to provide a platform for promoting Danish products there, including through sponsorship and advertising of Danish top sport.

"With regard to Brazil, sport and business can benefit each other," said Danish Minister for Business and Growth Ole Sohn.

"There are clearly some untapped synergies between them, which we hope to benefit from," he said to Politiken.


Editor:Zheng Limin |Source: Xinhua

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