The Norwegian Football Federation (NFF) has appointed international sports marketing agency Druid Sport as its official commercial representative for China, according to a statement from the company.
Under the agreement, Druid Sport will develop and commercialise regional sponsorship rights for Norway’s national teams in the Chinese market, giving Chinese brands access to the teams and players including Erling Haaland and Martin Ødegaard.
“We are extremely proud to partner with the Norwegian Football Federation as it strengthens its presence in China, a market of major strategic importance for global football,” says Diarmuid Crowley, CEO of Druid Sport.
“Our goal is to bring Norway’s national teams closer to Chinese fans while creating compelling opportunities for leading brands.”
Strategic Move Ahead of World Cup 2026
The appointment follows Norway’s qualification for the FIFA World Cup 2026, its first appearance at the tournament in 28 years. Druid Sport, which is already active in Asia, will oversee NFF’s regional commercial strategy in China, one of Asia’s largest football markets.
For NFF, the move supports its wider growth ambitions. Runar Pahr Andresen, the federation’s chief marketing officer, described China as “a key market in our international growth strategy,” and said Druid Sport’s local expertise offers “a strong platform to develop high-quality partnerships and deepen our connection with fans and brands across China.”
