Lars Larsen Group has extended its sponsorship agreement with AGF through the summer of 2030, ensuring continued support for both the men’s and women’s football programs at the Aarhus club.
Strengthening Community Engagement Through Football
The renewal builds on a strategic partnership that began in 2021 and emphasizes community engagement and strong role models as core themes. Over recent years, the company has been a key supporter of AGF Women, helping raise the profile of the women’s game and creating more opportunities for girls’ football in Aarhus.
During the partnership period, AGF has added U13 and U14 elite girls’ teams to complement its existing U16 and U19 Girls DM squads, expanding the club’s development pathway. This addition not only reflects the growing interest in women’s football but also highlights the commitment of both AGF and Lars Larsen Group to nurturing young talent.
Lars Larsen Group describes football as a platform for healthy, offline communities for young people and says the extension reflects its wish to back those environments. AGF views the collaboration with a major regional company as a contributor to progress across both the men’s and women’s sides and welcomes the long-term commitment.
With this partnership, Lars Larsen Group aims to foster an inclusive atmosphere in sports, encouraging young women to pursue their athletic ambitions while also engaging the local community. By investing in youth sports, the group hopes to create lasting impacts that reach beyond the football pitch.
Lars Larsen Group is owned by the Brunsborg family, descendants of JYSK founder Lars Larsen. The group operates businesses in furniture, home interiors, and hospitality, and also invests in equities, funds, and real estate. Through its sponsorship of AGF, the group not only supports local sports but also strengthens its brand by aligning with community values and promoting active lifestyles.