Despite the Danish football team's lacklustre performance on the field in the Euro 2000 competition, Danes have clearly noted the name of the sponsor of the national team. According to research carried out by MediaWise and Vilstrup Research, 70 per cent of Danes now recognise Arla Foods as the team's main sponsor. 


The figure is remarkably high compared to many other sports sponsorships.

In a separate Arla Foods' survey during the run-up to Euro 2000, 75 per cent of respondents were aware of the change of name from MD Foods to Arla Foods.