A strong team player: Port of Aalborg supports the local clubs in the city

When sports teams take the field in various places across North Jutland, they do so with the Port of Aalborg logo on their jerseys.

Through sponsorships, they help support the communities around local associations and sports clubs.

And this year, even more will be added as the company introduces yet another type of sponsorship to its activities.

Combining business and community

When allocating sponsorship funds, Port of Aalborg has a specific focus. Department Manager of Marketing & PR, Mette Dietz Lilkær, explains:

“We distribute our resources where we can make a difference.

As a major company in Aalborg, we want to take on social responsibility by ensuring that business and community life work together. In this way, we have a vested interest in supporting and developing the ecosystem we are a part of.”

Strengthening a strong community

One of the places where Port of Aalborg’s sponsorship funds have been actively supporting for some time is Elitehåndbold Aalborg, also known as EH Aalborg.

The players in the club proudly wear the Port of Aalborg logo on their jerseys through a fixed sponsorship agreement.

“This may not be where we get the most exposure, but we want to support a club that is working hard to establish itself in the top league. They may not have the largest audience right now, but they have a strong community that lifts the area.

That aligns perfectly with what we want to support,” says Mette Dietz Lilkær.

In return, Port of Aalborg’s employees receive tickets to their games. This way, everyone benefits: employees get to watch handball, and EH Aalborg gains more spectators in the stands.

“For a long time, we have focused on activating our partnerships—not just having our logo on a jersey but also using it in our own marketing and creating joint initiatives with our partners, where everyone can feel and benefit from the collaboration.”

Developing local talent

At EH, the sponsorship is naturally welcomed—not only because it helps pay for new clothes but also because it allows the club to grow.

“It provides better opportunities to continue developing local talent so they stay in the area. That way, we remain an attractive club for international players as well.

So we greatly appreciate the funding that helps us move in that direction,” says EH Director Simon Aagard.

Just as Port of Aalborg sees the benefits of being a visible sponsor, EH also recognizes the opportunities in a clear collaboration.

“We can host more joint events that strengthen the community around the club, and our players develop a connection to the logo on their jerseys.”

Supporting employees’ volunteer work

It’s not just EH Aalborg that benefits from Port of Aalborg’s sponsorship funds.

This year, Port of Aalborg has launched a new initiative allowing employees to apply for grants for their clubs’ sportswear.

This could be the handball club where they coach or the badminton club where their grandchild is a rising star.

“We have set aside a fund that our employees can apply for. We want to foster a sense of belonging among our employees and strengthen their connection to Port of Aalborg—both for them and their families.

We want to support our employees in being active in local clubs,” says Mette Dietz Lilkær.

The fund is awarded twice a year, and this spring, three employees had their applications approved.