23. - 28. JULY 2018 - HJØRRING - DENMARK

Jürgen Klopp - Welcome to the Dana Cup Hjørring 2018


Dana Cup Hjørring and New Balance share many of the same values and appear as a united brand. 

We are proud to be a partner of New Balance - a brand that supports some of the worlds largest clubs, national teams and football players. United with the brand you will find teams like Liverpool FC, Lille OSC, Celtic FC, FC Porto, Sevilla FC, Ireland, Athletic Bilbao and Fortuna Hjørring.

New Balance ambassador Jürgen Klopp welcomes you to the Dana Cup Hjørring – we are looking forward to the Dana Cup week in July, 2018. 

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Tell us your story - Intercups - Mexico - B17, B16 and G16

Tell us briefly the history of your club / team?

INTERCUPS MX, was born in 2012 with the objective of serving thousands of Mexican children and young people who love football. Today we have 15 football academies in Mexico and 5 in USA, where we invite our players to participate in tournaments in the world, DENMARK, SPAIN, SWEDEN, FINLAND, FRANCE, GERMANY, CHINA, USA, ETC ... In only 6 years of life we have more than 20 championships in different categories and many players in first division teams in Mexico.
Is it your first time in the Dana Cup if not how many times has your club participated?

5 years participating in DANA CUP, 15 teams, more than 300 Mexican players have had the opportunity to live this magnificent experience. In 2014 we were champions with the B12 team, undoubtedly an unforgettable memory in the history of the club.
What are your goals and expectations for the Dana Cup 2018?

We go with the illusion of returning to be champions since we have 3 very competitive teams and where we are sure that we will give a great show. WE CARRY A GREAT FEMALE TEAM, WITH TWO PLAYERS PARTICIPATING IN THE NATIONAL TEAM OF MEXICO.


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Dana Cup Hjørring 23-28 July 2018

Uniting young soccer players from all around the World to play the beautiful game of football. Are you ready to test your skills against teams from far off corners of the World? Are you ready to make friends across borders, friends that you will remember for years to come? Dana Cup is the answer, both for your football development and your social engagement.

Entries are flooding in for 2018 from around the World - Africa, Asia, Australia, Europe, North America and South America. 

Join our fantastic tournament this July -  the place where the youth of the World unite.

Dana Cup eBrochure / Hotels etc / Dana Cup Promotion Video

To receive our tournament prices, just send a quick e-mail to This email address is being protected from spambots. You need JavaScript enabled to view it.

Our entry deadline is 1st of May 2018, you can enter online at anytime here

We look forward to welcoming you and your club to Hjørring in the summer of 2018.

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BOSTON – February 7, 2018 – Global athletic leader New Balance announces the launch of Fearlessly Independent Since 1906 – its new inspirational global brand communication platform that reflects the heritage and non-conventional values of the global sports company. The platform includes a new visual identity system with distinct typography and iconography across all of the brand’s global communication and distribution channels and will be brought to life to consumers for the first time through the integrated Declare Your Independence marketing campaign. 

“At New Balance, we firmly believe that our marketing must be a reflection of our organizational values and realize our brand’s DNA through authentic content that inspires both individuality and confidence.  As a privately held company, New Balance has traditionally made purposeful choices like maintaining a limited portion of our domestic manufacturing that defy convention and demonstrate both courage and independence,” says Chris Davis, New Balance Vice President of Global Marketing.  “In all that we do, our goal is to lead with character, create product with unparalleled quality and innovation, and set new, elevated standards in our global communities.”

The Declare Your Independence campaign debuts February 7th and showcases the unique character of the brand through seven New Balance ambassadors including Francisco Lindor, Rose Lavelle, Paul Rabil, Jurgen Klopp, Brenda Martinez and PJ Ladd, illustrating how they define independence for themselves.  Available at newbalance.com and via the brand’s social and YouTube channels, the campaign includes long and short films that highlight how these world-class individuals have stood up to convention through their independent style, determination and unparalleled persona.  

“Today’s society is often defined by conformist actions and we believe consumers are looking for authentic, real brands that defy convention,” says Davis.  “We want to recognize and celebrate the notion of individuality through true independents who are changing the game. Our goal is to inspire consumers across the globe to unleash the best version of themselves,” says Davis.

The campaign is being amplified via global media companies Bleacher Report, Refinery29 Uninterrupted and Vice, amongst others. These media outlets will deliver rich documentary-style films, compelling articles and social videos around New Balance athletes Francisco Lindor, Temba Bevuma, Brenda Martinez and Paul Rabil. These inspiring stories focus on how these top-tier athletes overcame challenges and defied standards to change their game.

The social elements of the campaign highlight the independent nature of New Balance athletes, inspire consumers to state how they declare independence from the expected, stand up to challenges ahead, and set themselves apart from the status quo using the hashtag #FearlesslyIndependent.  

Global marketing agency VML created the brand’s global Fearlessly Independent Since 1906 communication platform and visual identity system. Ace Content of NYC, created the Declare Your Independence campaign.

For more information, please visit www.newbalance.com/FearlesslyIndependent or follow on Instagram, Facebook, Twitter and Snapchat @newbalance and join the conversation using #FearlesslyIndependent. 

About Ace 

Based in New York City and Los Angeles, ACE Content is an Emmy-award winning integrated entertainment company that develops, produces and distributes premium brand and original content for television, film, experiential, publishing, digital and social media.  For more information please visit www.acecontent.com.

About VML

VML is a lead marketing agency that transforms brands through a connected consumer experience. VML's clients include Bridgestone, Colgate-Palmolive, Electrolux/Frigidaire, Ford, the Kellogg Company, Kimberly-Clark, New Balance, PepsiCo, Sprint and Wendy's. Founded in 1992 and headquartered in Kansas City, Missouri, VML joined the world's largest communications services group, WPP, in 2001. VML has more than 3,000 employees with principal offices in 33 locations across six continents.

About New Balance

New Balance, headquartered in Boston, MA has the following mission: Demonstrating responsible leadership, we build global brands that athletes are proud to wear, associates are proud to create and communities are proud to host. Manufactured in the U.S. for over 75 years and representing a limited portion of our U.S. sales, New Balance Made U.S. is a premium collection that contains a domestic value of 70% or greater. New Balance owns five factories in New England and one in Flimby, U.K. New Balance employs more than 7,000 associates around the globe, and in 2016 reported worldwide sales of $3.8 billion. To learn more about New Balance, please visit www.newbalance.com and for the latest press information please visit http://newbalance.newsmarket.com

Declare Your Independence Campaign Background: 

Declare Your Style – Cleveland shortstop Francisco Lindor arrived in American at age 12 from Puerto Rico unable to speak English. Now a confident and charismatic All Star, Lindor’s never forgotten his Puerto Rican roots and remains true to his strength of character and unique sense of style — something he brings to everything he does.  

Declare Your Drive –Paul Rabil is considered by some to be the #1 lacrosse player in the world. Deeply passionate about growing his sport, he is involved in the business of lacrosse as much as playing it; constantly growing it and doing everything he can both on and off the field to drive its future. 

Declare Your Future – Dedicating herself to learning every aspect of the game, American soccer player Rose Lavelle made education of equal importance in her training.  Instead of dropping out of college to go pro, Lavelle kept her academics on par with her sport and conquered both. 

Declare Your Character – Jurgen Klopp has always had soccer in his blood. After spending 15 years as a professional player, he found his true calling in inspiring others to greatness as the manager of one of the world’s most storied football clubs, Liverpool FC. 

Declare Your Path – Middle-distance world medalist runner Brenda Martinez grew up with humble means in a California community.  Her passion started through a running club despite only having cut-off jeans and shoes too big for her feet.  Martinez hosts running camps for young girls to give them the chances she didn’t have growing up. 

Declare Your Victory - PJ Ladd has been innovating in the world of skateboarding since he was 8 and growing up in Boston.  Despite long months of unfriendly skate weather, Ladd continued to practice under adverse conditions, using the inside of his father’s auto body garage for refuge. 

Declare Your Craft - The film features a New Balance worker stitching an athletic shoe at the company’s Lawrence, MA factory as a nod to the brand’s long-standing commitment to maintaining a portion of its manufacturing in the United States.

*The anthem video’s soundtrack is by Los Angeles-based NVDES, a multi-genre art music project by Josh Ocean that creates songs through freeform creative jam sessions that allows each song to have its own unique elements.  


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Tell us your story - Denali Futbol - USA - B16


Tell us briefly the history of your club/team?

Is it your first time at the Dana Cup if not how many times has your club participated?

What are your goals and expectations for the Dana Cup 2018?

Denali Fútbol is a premier tournament club based in the lower Westchester, NY USA. Our journey started in the fall of 2015 when a group of boys formed an independent team to participate in a winter soccer league. With hard work and dedication, the team was able to overcome many challenges to improve their games and get positive results. In the next year, the team started competing in larger tournaments in neighboring states. Last year, the boys 15U team secured the top spot in Group 40 of Gothia Cup.

This year, Denali Fútbol will travel to Denmark to compete in one of the world’s largest football tournament - Dana Cup. When you meet our team, you might wonder how are we able to play together? Our group has various culture and ethnic backgrounds. We speak a dozen languages and dialects. Although we belong in different communities, our common passion and love of the beautiful game brought us together. You could say our team is a celebration of diversity every time we play. We’re Denali Fútbol. The team’s mantra is “when there’s a will there’s a way”. Most youth soccer clubs in our area have little interest in competing in international soccer tournaments outside the US. With the pay-to-play model coupled with the complexity of the youth soccer landscape in the US, many talented players may never have the chance to experience international soccer tournaments at its best. We begun asking ourselves - what could we do to make a difference? The situation gave birth to Denali Fútbol, which primary purpose is to supplement passionate and talented players with a platform to go beyond the experience offered by the local clubs. With Denali Fútbol, players now have the chance to chase their dreams in various international soccer events - a young footballer’s dream of a lifetime! 

This is our first time to play at Dana Cup. We’re honored and grateful to be able to represent Team USA in the Boys 16U class this year. Also, we’re super excited to meet the world in Denmark, which coincides with the world’s celebration of the FIFA World Cup! We’re Denali Fútbol. Our team is looking forward to play excellent soccer matches. Having said, we love meeting other young footballers around the world and learn from their stories as we share ours. We believe that the experience gained at Dana Cup would help benefit our team in building stronger character on and off the field. Our objective is not only to compete fairly but also to inspire every young footballer and soccer teams in our communities with our journey. We’re Denali Fútbol.

We’re social friendly so please follow or like us through our social pages. Thank you!

Website: www.denalifc.org 

Facebook: DenaliFutbol

Twitter: @DenaliFutbol

Instagram: @DenaliFutbol




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Sustainable Dana Cup scoring


The initiative of the UN's ”Global Goals” project gives Indian spice in Dubai

Dana Cup is making a strong effort in the fight for gender equality. Prior to the Dana Cup 2017 we annonced that our International Youth Soccer Tournament would participate as a partner in a huge project that is aimed towards lifting and promoting the UN Global Goals. Dana Cup decided to set focus through football for Goal 5: GENDER EQUALITY – achieve gender equality and empower all women and girls.

- One of our participating clubs in 2017, the Indian team Amma FC and team leader Thocks Bikram were truly inspired after their experiences at the Dana Cup. They decided to organize a huge football tournament for school students in Dubai, UAE - says Alison Leigh Forman from Dana Cup.

- The tournament - Ambassadors Cup – was organized by the Indian Ambassador and the Indian Mission in Dubai and Bikrams Soccer Foundation.

320 girls between 14 and 17 years of age participated in the tournament, 32 school teams in total. They played life changing football while promoting gender equality.

The winner of the tournament in Dubai will take part in the Dana Cup 2018 this summer.

We are proud that the Dana Cup has assisted in kick-starting this project, which means so much for football and gender equality and now we look forward to seeing the Indian girls teams when they come to the Dana Cup, says Alison Leigh Forman.

Together with the Dana Cup you will find Eir Soccer and Global Goals World Cup among others using their influence and positive reputation to promote and fulfil the UN Global Goals. 

The committed organizations demonstrate the great potential of football and sports organizations as a driving force for development, and to inspire others to participate and assume a responsibility to move towards sustainable development.

Throughout the project, thousands of young players, their parents and their communities will be introduced to the World Goals and underlying values ​​of the UN Agenda 2030.

Global Goals Impact Games and Global Goals Dana Cup 2017 - Amma FC - Video 1 and Video 2

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Trinidad girls dream of Fortuna

Dana Cup strives constantly to ensure the tournament has an international feel. This means there are visits all around the World. Recently the Dana Cup Director Jette Andersen and Alison Leigh Forman from Marketing have been in the Caribbean to add and even more exotic flavour to the tournament.

The interest to participate in the Dana Cup is huge and at the same time there is interest for the supporting club of the Dana Cup - Fortuna Hjørring. 

Two long time football players from Trinidad & Tobago are dreaming of lifting their careers with Fortuna Hjørring. The two 26 year old girls - Kamika Forbes (Midfield and Defence) and Rhea Belgrave (Central Defender) spoke with Jette Andersen and Alison Leigh Forman from Dana Cup's marketing, in Trinidad & Tobago when the recent CONCACAF Women's U20 Championship was held. 

Both girls have just returned home to Trinidad & Tobago from a college stay in the USA, where they had football as their major and now they feel that the next move could be European football and they would like to be a part of Fortuna in Hjørring.

The Technical Director for Trinidad & Tobagos National Football Teams - Anton Corneal praises both players very highly. If they live up to his recognition, they could be beneficial for Fortuna.

- We have not seen Kamika and Rhea on the field yet, we have just heard of their experiences and talents. 

I can see that they could have the opportunity to come and train with us, but we must be careful not to be unrealistic and or to disappoint them. 

We will talk more with Kamika, Rhea and Anton Corneal, as he has strong wishes for them to try and play in Denmark in the Danish League.

There is a very good chance for Fortuna and at the new Dana Cup Academy to welcome the Caribbean girls and to give them a chance. 

The Dana Cup and Fortuna see the opportunity for a larger partnership with Trinidad & Tobago and also with other parts of the Caribbean.

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Aftale Trinidad
Photo: It is an agreement! Technical Director, Anton Corneal is ready to promote the Dana Cup in the Caribbean. Jette Andersen and Alison Leigh Forman have high hopes for the new partnership. 

Dana Cup allies with the Caribbean

It looks like the Dana Cup will score in the Caribbean. During a meeting at Ato Boldon Stadium in Trinidad & Tobago, 30 km outside of Port of Spain the Director Jette Andersen and Alison Leigh Forman from Marketing made an agreemrent with the football association of Trinidad & Tobago to assist in the marketing of the Dana Cup and not alone in Trinidad & Tobago but also throughout other Caribbean nations in which they are in daily contact. 

- We received a warm welcome by the football association and Technical Director Anton Corneal, who is responsible for the nations football development. He is very interested in sending teams from Trinidad & Tobago to the Dana Cup and he also believes that other Caribbean nations will have a major interest, says Dana Cup Director Jette Andersen.

- Teams from the Caribbean are very interesting for the Dana Cup. They are the kind of team that other European teams wish to play against, says Alison Leigh Forman.

- We have many South American teams, like Brazil with their Samba Football. It would be fantastic to add more teams who can show Caribbean Calypso Football.

Apart from participation in the Dana Cup, Anton Corneal is also willing to investigate an extended partnership all year round in regards to Elite Football between Trinidad & Tobago and Fortuna Hjørring.


Photo: There was also time for football talk at the Ato Boldon Stadium in Port of Spain.


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Dana Cup in the first line in USA

Dana Cup is in the front row when 6.300 American soccer coaches walk around the huge exhibition with soccer equipement, travel and experiences in Philadelphia on the American east coast.

With more than 300 exhibitors, you will find everything a soccer fanatic desires.

The Dana Cup is among the 6.300 soccer coaches and around 11.000 visitors at the United Soccer Coaches Convention 2018 Philadelphia.

Dana Cup's booth has seen many visitors. There is an increased interest for American teams to travel to soccer tournaments in Europe and especially to the Dana Cup in Hjørring.

The convention in Philadelphia, that assists with the interest to participate in the Dana Cup started on the 17th and will end on the 20th of January and the Dana Cup are hoping to have many orders in the books. 


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Tell us your story - IF Brommapojkarna - Sweden - G14

Tell us briefly the history of your club/team?

Is it your first time at the Dana Cup if not how many times has your club participated?

What are your goals and expectations for the Dana Cup 2018?

The football club IF Brommapojkarna was founded in 1942 and today we have 250 teams in various age groups with 4.000 active players and 700 coaches in total. Our vision is that everyone should feel very welcome to play for any of our teams and explore football with joy. We have an academy for both boys and girls teams with academy coaches, all the other teams are trained and coached by parents. The youngest teams in our club start at 8 years old and we usually have about 35 new teams every season. 

Our name Brommapojkarna translates "The Bromma Boys" but you should know that roughly one quarter of the teams are girl teams and the club work on many ambitious initiatives to evolve the girls and women`s team for the future.

We believe we are Europe's largest football club in terms of registered players and we have at the moment 63 professional players in various European leagues that has been raised within our youth organization. Last year when Sweden played France at the World Cup 2018 qualifications in Russia we had 3 players in the starting line-up who started their careers at BP as kids.   

In Dana Cup we will play G14, our team is the development team next to the academy team and we both train and play games as often as the academy team. In 2017 we have played 80 games in total. The team is a mix of players from various parts of Stockholm and we keep strong focus on team spirit and social activites. This winter we have for example explored wrestling and kick-boxing training together. 

All our league games are played on artificial grass and during the winter we play 5-a-side futsal indoor on handball pitches or in the clubs indoor arena that has plastic grass.  

In Dana Cup we are looking forward to playing on your grass pitches that look amazing on the pictures and it will also be our first tournament abroad.

Website: http://ifbp.se

Facebook: https://www.facebook.com/brommapojkarna/

Twitter: https://twitter.com/ifbp

Instagram: https://www.instagram.com/bpf04u/





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United Soccer Coaches Convention

17-21 January 2018 – Philadelphia, USA

Billed as “The World’s Largest Annual Gathering of Soccer Coaches and Administrators” the United Soccer Coaches Convention and US Youth Soccer Workshop draws more than 6,300 coaches, and more than 11,000 attendees. Over five days there will be more than 250 educational opportunities consisting of live field demonstrations, classroom sessions, meal and social functions, award presentations, coaching diplomas and more!

Will you be in Philly for the United Soccer Coaches convention?

The Dana Cup Hjørring will be present as usual, networking and securing American teams for our summer tournament and much more.

Catch up with our staff at booth 813 in the Exhibition Hall #PHL18 

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