AAGE HAREIDE & B.T.

In 2020 the European Championships were supposed to be held in Denmark, but due to the Corona pandemic, the games were postponed to 2021. It opened an opportunity for the former manager of the Danish national team, Aage Hareide. Many medias use experts during the big championships and f Sports Group saw a this partnership opportunity between Aage Hareide and a Danish media.

This resulted in Aage Hareide engaging in a partnership with the Danish media B.T. The agreement was that Aage was acting as their expert during the EURO2020. No one could have found a better expert than Aage, who played a key role in the Danish national team qualifying for the EURO2020. He knew the players’ mentality and how the whole team worked together. The psychological aspect is a significant part of the way a team can perform in different situations. This was an insight that no one else could have in the Danish national team at this point and what contributed to making this partnership one of a kind.

As an expert for B.T. Aage Hareide did daily columns, analysis, and commented before, during and after the EURO2022 matches. Besides that he appeared in live chats and Q&As, giving the readers an exclusive opportunity to get whatever questions they had answered. In addition to the live chats and Q&As appeared in the podcast “Football FM” and participated at an event for B.T.’s readers just before the final matches. During the final matches Aage Hareide covered EURO2022 every day. B.T. had the rights to utilise the name and the brand of Aage Hareide in their marketing material on all their various channels.