Royal Unibrew is entering a strategic partnership with Denmark’s leading race organizer, Sparta Atletik & Løb, becoming a new main partner for major running events, including the Copenhagen Half Marathon. The collaboration aims to elevate the experience for both runners and spectators at Denmark’s most acclaimed races.

The partnership will commence in early 2026 and includes the upcoming World Athletics Road Running Championships (WRRC Copenhagen 26) in September 2026. The agreement makes Royal Unibrew the exclusive beverage supplier, featuring products such as Faxe Kondi Pro, a series of isotonic sports drinks.

The ambition of the agreement is clear: to take the running experience to a new level. Through a massive investment in activation, Royal Unibrew will leverage its extensive experience from festivals and major sporting events to enhance the entertainment, atmosphere, and refreshments — both along the course and in the Runners Area, where thousands of finishers celebrate their achievements after crossing the finish line.

An Investment in the Running Culture
At Royal Unibrew, the team is looking forward to becoming an active part of the running culture and the city-wide celebration that these sold-out events have become.

“We are entering this partnership with Sparta Atletik & Løb and CPH Half with high expectations and lofty ambitions to elevate the experience surrounding one of Denmark’s most popular races and the upcoming 2026 World Championships — both out on the course and at the after-party in the Runners Area. The performance and the experience deserve to be celebrated in style with friends and family,” says Niels Jørgensen, Head of Sponsorship & Activation at Royal Unibrew.

A Game-Changer for the atmosphere
For Sparta Atletik & Løb and CPH Half, Royal Unibrew will be a key partner due to their experience and ambition in developing events and festivals.

“This agreement with Royal Unibrew is a game-changer for us. It gives us the muscle to lift our events to a new level. Royal Unibrew brings enormous experience from festivals and major sporting events—experience we are now teaming up with. Their commitment and ability to create a fantastic atmosphere and great experiences are exactly what we need,” says Jesper Lind Andersson, Commercial Director at Sparta Atletik & Løb.

Faxe Kondi Pro as the focal point
Faxe Kondi Pro will be the central brand in the partnership’s activation — a natural choice, according to Royal Unibrew, as runners are a key part of the target audience.

“Faxe Kondi Pro is our line of isotonic sports drinks, which we will activate in connection with the races and in the runners’ preparations. At the same time, Denmark’s favorite soda, Faxe Kondi, will help create a great atmosphere and a festive backdrop alongside the enthusiastic spectators along the course. We are very excited to become part of these great experiences for both runners and the public,” says Niels Jørgensen.

Facts about the agreement:

• Scope: Royal Unibrew will be one of a maximum of six main partners for Sparta Atletik & Løb’s events, including the Copenhagen Marathon, Copenhagen Half Marathon, and the World Athletics Road Running Championships 2026 (WRRC 26).
• Activation: A significant portion of the agreement is earmarked for activations designed to enhance the entertainment and overall experience for participants and spectators before, during, and after the races.

About Royal Unibrew

Royal Unibrew is a leading multi-beverage company with strong local brands such as Royal Beer, Faxe Kondi, Faxe Pro, Pepsi Max, Egekilde, Anarkist, Heineken, and many more. Royal Unibrew strives to be the preferred choice for customers and consumers by delivering quality products and creating memorable experiences.

About Sparta Athletics & Running

Sparta Athletics & Running is one of Denmark’s leading athletics and running clubs. The association is behind some of the country’s largest and most popular running events, with more than a quarter of a million participants annually across its events, including the Copenhagen Marathon, Copenhagen Half Marathon, and DHL Stafetten København. The profits from the events are used to support optimal conditions for children, youth, and elite athletes in the club and to fund Sparta’s work in developing and optimizing the event sector.