We sat down with Daniel Meisling Nielsen, our Commercial Sponsorship & Partnership Manager, to find out the importance of supporting the sports community and how we do this through our sponsorships and partnerships

With a confident and increasing offering of sports apparel and shoes from leading and up-and-coming brands, Boozt continues the focus on raising awareness for our offering to our existing customers as well as potential new customers. Having an active lifestyle is something that resonates with many of our Nordic customers, and for many, sports are an integral part of their lives. Hence, through our sponsorships and partnerships, we can help create running experiences and support sports activities that bring people together.

Tell us about our sponsorship and partnership strategy?
Our overall sponsorship strategy is based on selecting partner- and sponsorship platforms, where we have an organic interaction with our target group. It is important that we link this together with our value proposition, delivering an outstanding and fast online shopping experience. When entering into a sponsorship or partnership, it is also important for us to evaluate additional parameters such as the size of the customer database that we can interact with, the media and TV reach, the general interest of the public, opportunity for a long-term relationship, etc.

Through the sponsorship, we are able to communicate to a broad national target group, where we not only focus on one Boozt category but instead tell the story that we cater to all the customer needs, within Fashion, Sports, Kids, Home and Beauty. As an online department store, we also see sponsorships as an opportunity to meet our customers in person. This allows us to gain knowledgeable feedback both in regards to the events we sponsor, but also our customers’ overall perception of Boozt.

A big focus is on sports sponsorships and partnerships. How do these fit into our overall strategy?
The range and variety of sponsorship opportunities within sports are great. Activities related to sports typically have large national support, and there is a great potential for new customers to become exposed to Boozt through these sponsorships. In addition, many people in the Nordics have a strong relationship with local associations for sports such as running, handball, and/or football, and this is where Boozt has its main focus. This has been evident with our partnership with the Danish Football Association (DBU), as well as our recent agreement with the Danish Handball Association (DHF) and the Women’s National Handball team, where we are the official premium partners for the next three years.

What is a typical Boozt sports customer, and how do our sponsor- and partnerships cater to the needs of this customer?
We constantly try to choose relevant sports sponsorship platforms within those of our sports categories that are most interesting to our customers. Since our biggest sub-sports category on Boozt.com is running and running gear, we place a great effort on catering to the needs of this sports customer by pursuing running sponsorships. By doing so, we are able to create synergies between the races and our product offerings on Boozt. We are the main sponsor of the world’s largest Half Marathon “Göteborgsvarvet” in Sweden, as well as Denmark’s largest running event “Royal Run”.

Reflecting on some past sponsors and partnerships, what are some key achievements?

A good example is our sponsor collaboration with the Danish Athletics Association, which is responsible for organising the exercise run Royal Run in Denmark’s five largest cities for 80,000 participants. Here, Boozt.com delivers all starter packs to all race participants including running gear. In this way, we were able to leverage our technology and digitalisation into the collaboration and support thousands of runners with a seamless online shopping experience on Boozt.com.

Looking into the future, where can you see the sponsorship heading towards?
I believe and hope that in the future, we will be able to support not only our Sports, Women and Men categories through the sponsor- and partnerships but also our growing categories such as Home, Kids and Beauty. In addition, I hope that within a few years, we can support our general marketing activities with sponsorships and partnerships throughout all of our markets.