Premier League leaders Manchester United have announced Ekspres Bank as its latest commercial partner, ahead of the club's crucial Uefa Champions League tie with Real Madrid at Old Trafford on Tuesday.
The Danish bank has agreed a four-year deal with the club and will produce and market a Manchester United-branded credit card.
The deal follows the club's current commercial model of signing multiple deals in indvidual territories and regions.
Richard Arnold, United's commercial director, said: "Manchester United has a long association with Denmark. Jesper Olsen was our first Danish player, John Sivebaek scored the first United goal under the management of Sir Alex [Ferguson] and of course, club legend Peter Schmeichel won five titles, two FA Cups and a treble while establishing himself as one of the greatest goalkeepers in the history of the game.
"Allied to that has always been our outstanding support and this sponsorship will help us to further engage with our Danish followers, which make up one in seven of the Danish population.
Arnold added: "Like Manchester United, Ekspres Bank is ambitious and continues to explore and expand into potential new areas. We are delighted to be able to offer Ekspres Bank’s first football affinity credit card and look forward to a successful partnership."
John Poulsen, Ekspres Bank's chief executive added: "We are proud to be offering the Manchester United Credit Card to the Danish market where there is a strong support for the Manchester United team and we feel privileged to be working with Manchester United to create a product with Manchester United benefits that we can offer to all the fans in Denmark.
"Ekspres Bank has 25 years’ experience in Denmark and has a strong basis for offering a Visa card which appeals broadly to the Danish market. I look forward to following the card closely in the coming months – and of course to getting my own!"