Among the many sponsorship events, two in particular fill up my working day. We are the main sponsor of Danmarks Cykle Union (DCU) and Julemærkefonden (Danish Christmas seal foundation).
We cycle all year round
Our partnership with Danmarks Cykle Union supports the respective national teams and the PostNord Danmark Rundt cycle race. It’s a comprehensive and long-term partnership that involves presenting awards such as ‘Cyclist of the Year’ and planning the festivities in the nine towns cycled through during PostNord Danmark Rundt.
Half a million people line the route to watch the cyclists and experience the atmosphere at Denmark’s biggest recurring sporting event. Throughout the week, over half the Danish population follow the race on television, radio, in newspapers or online. We get broad exposure and it’s a huge set-up!
We need to engage in dialogue with our customers on what we’re capable of, how we run our business and how our partnerships can remain strong in the future, and in this respect our customer events have obvious potential.
And the week offers much more than just bicycle wheels going round and round. We hold several sales activities where we meet over 400 business customers. Additionally we have two areas where we pamper our colleagues by providing VIP access for them and their friends and families. It’s a way of recognizing their daily efforts and giving them a unique experience. It’s also inspiring for us to engage in informal dialogue with our customers and colleagues and get their feedback.
For me, it’s an exciting, fast-paced week and the culmination of several months’ work and preparations on a large and small scale.
Support for vulnerable children
For over 100 years, mail and Christmas seals have been inextricably linked, which is why it feels completely natural for PostNord to sponsor the Julemærkefonden charity. It’s a fantastic cause that allows us to support through our partnership the work on helping vulnerable children in Denmark. Thanks to the charity, the children get help in transforming an unpleasant and lonely situation into a happy childhood.
We provide support through the distribution and sale of Christmas seals, but also through PostNord’s corporate cycling club Velo, the Velgørenhedsløbet charity cycle race and the Fighter contest in PostNord Danmark Rundt. The latter means that the cyclist who fights hardest to win during the day’s stage gets to wear the “Fighter T-shirt” on the podium. The T-shirt is also a symbol of the struggles of the children in Julemærkehjemmene (Christmas Seal homes).
Focus on the future
You may be wondering why we’re sticking to our activities during such a tumultuous period of transformation, deficit and lay-offs. For us, the explanation is simple. We are a commercial operation working to retain its existing customers and attract new ones. We need to engage in dialogue with our customers on what we’re capable of, how we run our business and how our partnerships can remain strong in the future, and in this respect our customer events have obvious potential.