“The power of sport makes it so interesting”

For a number of years now, Eintracht Frankfurt has been living up to its motto ‘Building Bridges’, doing so all over the world with the help of football. The club’s internationalisation strategy is now being expanded in the heart of Europe thanks to a partnership with Norway. The Norway-Forum, which will be based at the ProfiCamp at the address ‘Im Herzen von Europa 1’ (In the Heart of Europe 1), gives regional partners the opportunity to build networks abroad with a particular focus on sports, civil society, culture, education and business. It also highlights Eintracht’s value proposition to the Rhine-Main region and Frankfurt am Main as an economic hub. Industry and country-specific networks can also be activated to deliver the maximum benefit in the region and for foreign partners with an interest in Germany.

Axel Hellmann, Eintracht Frankfurt board spokesman, said: “We see ourseles as the builder of bridges in the region, both nationally and internationally. The relationship with Norway is there, both in traditional and current terms. Nothing brings people closer together than football. We get through to people in a different, more intensive way. We want to exploit that with the Norway-Forum while offering events and forging partnerships.”

Jan Aage Fjörtoft will be responsible for the Norway-Forum, which marks the launch of this new chapter in the club’s internationalisation process. The former Eagles and Norway striker is a brand ambassador at Eintracht and will set up office at the ProfiCamp. The 54-year-old said: “People can feel the passion at Eintracht Frankfurt. Sport has this great power, joy and popularity that we need to harness. We provide a space where we can soften boundaries and overcome limitations. People can rely on us to do so. This all creates an identity between companies and the club that helps all partners involved to establish themselves in another country.”

Policy makers from the Federal Ministry of Finance, the Hessian Digital Minister of State and other high-ranking representatives from the financial industry have met and held initial talks. Among the guests was Linda Hofstad Helleland, Norway’s Minister for Digitalisation and Districts, as well as other high-ranking state representatives. She said: “I’m impressed with what we were shown today. I’m not used to football clubs developing like this and being an innovation hub. The power of sport makes this partnership so interesting. Many European clubs will look to Eintracht Frankfurt in the future.”