EXPERIENCE DENMARK

Official Partner Country of the CHIO Aachen23 – 30 June 2013

MEDIA GUIDE

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TABLE OF CONTENTS

Welcome to EXPERIENCE DENMARK

EXPERIENCE The Danish Village

EXPERIENCE ECCO, EXPERIENCE The Royal Stables, EXPERIENCE Ilse Jacob-

sen Hornbæk, EXPERIENCE North Jutland and Skagen - Hip, Hip, Hurrah!, EXPE-

RIENCE Southwest Denmark and Hvide Sande, EXPERIENCE Gudenaa, EXPERI-

ENCE Funen –the birthplace of Hans Christian Andersen, EXPERIENCE Small

Danish hotels, EXPERIENCE Living Home - Danish Design on Tour, EXPERIENCE

the ECCO FEI European Championships 2013, Other Experiences.

EXPERIENCE the Danish Partner CountryParade and Marketplace Show

EXPERIENCE DENMARK – Official Opening Ceremony of the CHIO Aachen 2013

The Royal Stables, The Royal Life Guard’s Music Corps, The Guard Hussar

Regiment’s Mounted Squadron, DGI Funen - Danish Gymnastics & Sports As-

sociations, The Frederiksborg Horse, Knabstruppers.

Denmark - the liveable land

Denmark by the Sea, Liveable Cities, Gourmet: The Danish Way, Sports

Events Made in Denmark, The Land of Associations.

The ECCO FEI 2013 EuropeanChampionships in Jumping, Dressage and Para-Dressage

Three committed business partners.

EXPERIENCE our partners

Contact information

Credits

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Welcome to EXPERIENCE DENMARKDenmark is proud to be the official partner country of the CHIO Aachen 2013 – a unique and exciting chance to showcase the best of Danish business, culture and tourism and to let the visitors of the CHIO Aachen 2013 experience Denmark up close.

Using large international sport events has proven highly effective as a platform for promoting Danish business, culture and tourism towards an international audience. We are looking forward to bring a piece of Denmark to Germany for this amazing event which is visited by more than 350,000 people each year.

The goal of EXPERIENCE DENMARK is to give the visitors in Aachen an integrated and interactive experience of the best of Denmark. At the same time, we give Danish companies and organisations an opportu-nity to promote their business and create important connections to the German market. Germany is our close neighbour and most important trade partner and it seems only natural that we use this invitation from CHIO Aachen to further strengthen the ties between our countries in terms of trade, culture and tourism.

EXPERIENCE DENMARK takes Danish values and commercial strengths as its starting point. This will be reflected in all activities and marketing initiatives carried out during the CHIO. Our approach is experience-based and we believe that the greatest impressions are made when all senses are put into play. Therefore, we establish a 530 m2 Danish exhibition area, The Danish Village, where visitors can get a taste of Denmark.

In this media guide, you will find more information about the EXPERI-ENCE DENMARK initiative in Aachen, activities in the Danish Village, the Danish participants in the Partner Country Parade and the Official Opening Ceremony as well as information from and about our main partners.

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EXPERIENCE The Danish VillageWe are pleased to invite you to The Danish Village. Here, you can meet our partners and you get a chance to experience the diverse offerings of Denmark through engaging activities, in-cluding ECCO trend shows, autograph sessions with the Dan-ish equestrian teams, interviews, food tastings, Royal visits, and much more.

In the Danish Village, you can visit Living Home - a real size, modern Danish holiday home that not only gives its visitors a feeling of what holiday in Denmark is like but also represents the best of Danish design and sustainable energy solutions. Among the Danish exhibition stands are also an ECCO pop-up lifestyle store and a static display of three Royal coaches, including the famous Gold State Coach. Did you not book you ticket for the ECCO FEI European Championships 2013 in Herning yet? Don’t worry – you can also do this in the EC 2013 exhibition stand in the Danish Village.

Each day will bring new and exciting experiences in the Danish Village. And everyone is invited to join. We are looking forward to welcoming you.

Date: 23-30 JuneLocation: The Danish Village is located in the CHIO Village on Satchmo Allee and Salinero Allee.

Read more about the various events and activities in the Danish Village on the following pages.

EXPERIENCE ECCO

One of the most successful Danish companies, innovative footwear manufacturer ECCO, has just celebrated its 50th anniversary this year, evidencing the respect and loyalty it enjoys worldwide. EXPERIENCE DENMARK is proud to have ECCO as main partner.

In Aachen, ECCO is hosting a number of trend shows on Tuesday and Wednesday in the Danish Village. The latest trends in Dan-ish fashion will be presented by ECCO in a spectacular show that combines perfor-mance art, fashion, music and break danc-ing. You do not want to miss it!

25 June: 11.00 - 11.1525 June: 13:10 - 13.2526 June: 10.00 - 10.1526 June: 12:30 - 12.45

ECCO’s lifestyle pop-up store will be open in the Danish Village the entire week from 23 – 30 June.

www.ecco.com

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EXPERIENCE The Royal Stables

You will get a unique chance to experience the Royal Coaches up close in the Royal Stables’ exhibition in the Danish Village. The Royal Stables are bringing no less than three Royal coaches to Aachen: The famous Golden Coach (1840), Christian IX and Queen Louise’s Golden Wedding Coach (1892) and the Landau (19th Century).

Use this once in a lifetime opportunity to see the coaches outside Den-mark and learn more about their history and daily life in the Royal Sta-

bles of the Kingdom of Denmark. Members of the royal stables will be present the entire week to answer your questions – and they can prob-ably also tell you a story or two about their many endeavours with the Royal Family.

Meet us from 23 – 30 June

www.kongehuset.dk/english/Historical-Collections/Coaches-and-hors-es/coaches-and-horses

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EXPERIENCE Ilse Jacobsen Hornbæk

Since the lifestyle company ILSE JACOBSEN HORNBÆK was founded in 1993, the design philosophy has been based on Scan-dinavian simplicity. Embracing comfort, elegance and femininity in fine balance with modern, urban living, the brand reflects the lifestyle of Danish designer Ilse Jacobsen.

For many years, the well-known Danish designer has been synony-mous with stylish hand-made rain boots and functional rainwear allowing you to be smart and comfortably dressed in even the most adverse weather.

The rain boots from ILSE JACOBSEN HORNBÆK have become a design icon in Scandinavia and are made of 85 % pure, national rubber. Each boot consists of 27 individual parts and are assem-bled by hand which makes it a very slow process, nevertheless this very process gives each boot its unique appearance. The boots are lined with cotton-fleece and have a heat insulating innersole which makes them comfortable to wear in any weather.

The classic rubber or softshell raincoats are based on the same thoughts of comfort and functional design as the rain boots and are a favourite in the equestrian environment due to the practical and robust nature of the products, combined with style and col-our.

Visit ILSE JACOBSEN HORNBÆK’s store in the Danish Village from 23-30 June.

www.Ilsejacobsen.com

EXPERIENCE North Jutland and Skagen - Hip, Hip, Hurrah!

Hip, Hip, Hurrah! is a famous oil-on-canvas paint-ing from 1888 by Danish-Norwegian painter P.S. Krøyer. It shows various members of what Krøyer referred to as the “guild” of Skagen Painters.

Skagen is part of North Jutland on the top of Den-mark – a region that offers stunning and excit-ing nature, arts and culture. The Hip, Hip, Hurrah! painting presented in the Danish Village is an exemplar of the work produced by the group of Danish, Norwegian and Swedish artists in the re-gion in the late 19th Century. Experience “live” the construction of P.S. Krøyer’s beautiful painting in LEGO by professional LEGO enthusiasts in the Danish Village.

Meet us from 23 - 30 June

www.visitnordjylland.com

EXPERIENCE Southwest Denmark and Hvide Sande

Experience the gastronomic world of Southwest Denmark and the beauty of the wonderful coast-al city Hvide Sande. Southwest Jutland is a place of contrasts, of narrow streets and wide, open

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beaches, where imposing, rugged North Sea landscapes meet idyllic towns steeped in history.

In the Danish Village, Southwest Denmark and Hvide Sande will present a wide range of gastronomic experiences mixed with Danish arts and crafts.

Meet us from 23 - 30 June

www.southwestjutland.com

EXPERIENCE GudenaaExperience the real and authentic sound of the stream Gudenaa, which runs through a beautiful part of Denmark. Taste Danish salm-on and enjoy goodie bags for the whole family.

Meet us from 25 – 26 June

EXPERIENCE Funen– the birthplace of Hans Chris-tian Andersen

Experience the fairy tale Funen in the Danish Village with an exciting programme consist-ing of the fairy tales from famous Danish writer H.C. Andersen, the sea and the culinary de-lights of Funen – the garden of Denmark.

Meet us from 25 - 30 June

www.visitfyn.com

EXPERIENCE Small Danish hotels

Experience a fun and interactive way of enjoying small, handpicked inns, hotels, castles and manor houses in Denmark, which are extremely warm and welcoming.

Meet us from 25 - 30 June

www.smalldanishhotels.dk

EXPERIENCELiving Home – Danish Design on Tour

Experience our mobile Danish holiday home with Danish design, deli-cious Danish food and Danish “hygge”. Come have a food experience beyond the ordinary this summer. Danish food is on everyone’s lips and in the Danish Village you will have the chance to sample a taste of Den-mark yourself. Enjoy!

Want more? Then book your Summer House in Denmark with Ferie-partner, Dancenter, Novasol and Sol & Strand.

Meet us from 23 - 30 June

www.visitdenmark.com/ferienhaus

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EXPERIENCE the ECCO FEI European Championships 2013

Experience the ECCO FEI European Championships in Jumping, Dres-sage and Para-Dressage in Herning in August 2013.

Throughout the week, European-Herning, the city of Herning and Vis-itHerning will be present in the Danish Village ready to help you buy your ticket for the EC2013, book your stay and learn about the attrac-tions in the neighboring areas.

Meet us from 23 - 30 June

www.european-herning.dk/GB.aspx

Other Experiences

Throughout the week, prominent Danish and International guests will visit the Danish Village. We expect visits from H.R.H. Crown Princess Mary, H.R.H. Princess Benedikte, The Danish equestrian teams, Ambas-sador Per Poulsen-Hansen from the Royal Danish Embassy in Berlin and many more.

We will arrange press conferences, autograph signings, photo opportu-nities and much more. Follow the daily updates in the CHIO Press Cen-tre and on facebook.

www.facebook.com/EXPERIENCEDENMARK

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EXPERIENCE the Danish Partner Country Parade and Marketplace ShowOn Monday 24 June, the city of Aachen welcomes this year’s CHIO partner country, Denmark. The festive welcoming programme includes a partner country parade from the show grounds to Aachen city cen-tre with participation of The Royal Danish Guard Hussar Regiment’s Mounted Squadron, the Aachen City Riders and others.

The parade culminates in a spectacular show in the Marketplace where the citizens of Aachen will experience music performances by the Royal Life Guard’s Music Corps, presentation of the Mounted Squadron and its beautiful horses, and performances by DGI Fyn (representing the Danish Gymnastics and Sports Associations).

Following the show, a formal welcome reception hosted by Lord Mayor of Aachen, Marcel Philipp, will take place in the historic Aachen Town Hall.

The official Denmark will be represented by H.R.H. Crown Princess Mary, H.R.H. Princess Benedikte, and Danish Minister for Business and Growth, Annette Vilhelmsen.

Date. 24 June, 17:30-19:00

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EXPERIENCE DENMARK Official Opening Ceremony of the CHIO Aachen 2013Denmark is turning the official Opening Ceremony of the CHIO Aachen 2013 into a royal affair.

With participation by the Royal Stables and their famous Golden Car-riage, the Danish Guard Hussar Regiment’s Mounted Squadron, the Royal Life Guard’s Music Corps and not least attendance by H.R.H. Crown Princess Mary of Denmark and H.R.H. Princess Benedikte, the scene is set for a spectacular opening ceremony. Contributing to the grandness of the show will also be representatives from the Funen branch of the Danish Gymnastics and Sports Association, DGI, as well as a number of Danish horse-breeds: The Frederiksborg Horse and the Knabstruppers. In total, around 180 horses and 300 people will be part of the Opening Ceremony.

As a special treat, winner of the European Song Content 2013, Emmelie de Forest, will perform her winning song “Only Teardrops” at the Open-ing Ceremony - and of course she will be performing bare-foot!

Date: 25 June, 17:00-18:00

Read more about the participants in the Opening Ceremony on the fol-lowing pages.

The Royal Stables

For more than 270 years, The Royal Stables have been located at Chris-tiansborg Castle in Copenhagen. From the end of the 1600s to the be-ginning of the 20th century, the stables had a stock of 170-270 horses. As cars made their entry, however, the number of horses was heavily reduced. Thus, today the Royal Stables only houses 13 horses.

The stables’ horses are all dapple-grey or white and of the Kladruber race. The Kladruber horse originates from the Czech Republic and is closely related to the famous Lipizzaner horse.

The Royal Stables’ daily tasks include servicing the Royal Family at royal weddings and large official events, such as state visits, New Year lev-ees, audiences with ambassadors, birthdays, jubilees, and city visits.

In the Royal Stables are a number of coaches that are used on a daily basis and others that are on static display in the associated museum. Three coaches will be presented in Aachen: King Christian IX and Queen Louise’s Golden Wedding Coach, The Four-person Landau and Christian VIII’s Golden Coach.

The Four-person Landau with removable footman’s seatThe four-person, boat-shaped Landau has removable footman’s seat so that the carriage can be driven with or without footmen. It was built in 1889 by court coachbuilder John Fife of the company Henry Fife of Copenhagen and restored in 2000.

Landaus can be driven with two or four horses. Behind the driver’s box are two comfortable seats facing each other so the passengers are seated vis-à-vis.

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Christian VIII’s Golden CoachKing Christian VIII’s golden coach is a two-seater state carriage built in 1840 by the state coachbuilder Henry Fife. The golden coach has been declared by the National Museum a “National Treasure” and therefore worthy of preservation. However, the coach is not just a display item – on official occasions it is still used by the Royal Household. This double role as both a treasure worthy of preservation and a “household object” presents some challenges. Firstly, the coach has to be in safe condition to be driven at any time and secondly, all maintenance/renovation has to be undertaken re-specting the cultural and historic worth of the golden coach.

Since Christian VIII’s reign, the golden coach has presumably been used by all the sovereigns. During the reign of H.M. Queen Mar-grethe, the coach has been used on many occasions, including near-ly all the New Year levees, for the 25th and 40th jubilees of the reign of Her Majesty in 1997 and 2012, as well as for several official state visits.

King Christian IX and Queen Louise’s Golden Wedding CoachPresented to King Christian IX and Queen Louise by the artisans of Copenhagen for the golden wedding anniversary of the Royal Couple on 26 May in 1892.

The coach is used for official visits if the weather does not permit the use of an open carriage. Amongst other things, the Golden Wedding Coach was used for Princess Benedikte and Prince Richard’s wedding journey to Copenhagen Town Hall on 27 January 1968. Similarly, the Golden Wedding Coach was used by Queen Margrethe for a journey through Aarhus City in January 1997 as part of the celebration of Her Majesty’s 25 year reign. The coach was designed and constructed by the coachbuilder F.C. Schultz and built in Copenhagen.

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The Royal Life Guard’s Music Corps

The Music Corps dates back to the founding of The Royal Life Guard, June 30th 1658, by King Frederik III. Thus, The Royal Life Guard cel-ebrated its 350 years anniversary in 2008.

The ensemble is a concert- and marching band consisting of 36 profes-sional musicians. The band, known for its daily parades in downtown Copenhagen, plays as well for The Royal Family’s festive occasions and for military parades. Furthermore, the band performs concerts throughout Denmark and abroad with a repertoire ranging from classi-cal to popular music, and, of course, the well known marches.

The Royal Life Guard’s Music Corps is not only telling stories from the past, but also making history for the future. The band represents time-less values such as tradition, quality, dedication, vitality and adaptabil-ity; values no less important today than in the past.

The Royal Guard’s motto: ”Pro Rege et Grege” –”For King and People”

The Guard Hussar Regiment’s Mounted Squadron

In 1762, Denmark was on the point of entering war with Russia. Due to the threat of war and the fact that Russia had large forces of light

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mounted cavalry, the Danes turned their focus towards getting their own light mounted cavalry. Inspired by the Hungarian Hussars, the Danish King Frederik V therefore commanded the formation of the Hussar Regiment, formed on the 10th of February 1762. The intention was to have a fast-moving regiment of cavalry armed with light sabres and dressed in lightweight uniform on small, swift horses.

Today, the Guard Hussars Regiment is a modern regiment in the Dan-ish army. The regiment trains both professional soldiers and conscripts. Over the last ten years, combat units of the regiment have served in Kosovo, Iraq and Afghanistan. The commanding officer is Coronel, Chamberlain, Tommy Paulsen.

The Regiment also carries out a wide range of ceremonial duties on horse and foot. A single unit, the Regiment’s Horse Squadron, is re-sponsible for carrying out the bulk of the ceremonial duties. Officer commanding the Horse Squadron is Major Casper de Renouard.

The Horse Squadron consists of three officers, twenty non-commis-sioned officers, eight civilian specialists and 80 conscripts divided into two platoons with 75 horses.

The Horse Squadron’s main task is to perform mounted escorts and other ceremonial duties on horse whenever the Sovereign requires, of-ten related to official state visits to Denmark. The Horse Squadron also escorts foreign ambassadors on their way to present their credentials to the Sovereign.

In addition to the royal duties, the Horse Squadron is aso represented by a show team, buglers and drummers at various shows and fairs across the national and occasionally abroad.

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DGI Funen Danish Gymnastics & Sports Associations

DGI Funen’s Show Team is one of Denmark’s absolutely best perfor-mance gymnastics teams. This year, the team tours with the show ”The Four Seasons” – a show that combines gymnastics, dancing, trampo-line and tumbling.

The team consists of 36 carefully selected boys and girls aged 16-26 year. All athletes originate from Denmark’s second larges island, Funen, where also the world-famous writer H.C. Andersen was born.

The Frederiksborg Horse

The Frederiksborg Horse is the world’s oldest pedigree domestic animal breed and is in itself a living piece of Danish cultural history rooted in the Royal Frederiksborg Stud, which added glamour to horse breeding in Denmark for several hundred years.

The operation of the royal stud farm at Frederiksborg dates back to King Frederik II (1534-1588). After the acquisition of Frederiksborg, the best horses from various royal stud farms started being gathered here. The purpose of the stud farm breeding was to achieve light riding hors-es for haute ecole and more robust coach horses for the royal carriages.

Today’s breeding is still carried out on a private basis, and the breeders are organised in the Frederiksborg Horse Breeder Association, which has about 400 members. There are currently about 2,000 registered Frederiksborg Horses of which about 200 mares and 40 stallions are used for breeding each year and approximately 100 foals are born each year.

Within the last decade, there has been renewed interest in the breed which means that there are now Frederiksborg Horses in several Scandinavian and European countries, and a few as far away as the USA and Australia.

Knabstruppers

When the Swedish author, Astrid Lindgren dreamt up the character Pippi Longstocking in 1944, she also gave her a beautiful white horse with black spots: The Danish Knabstrupper.

While there have been horses in Denmark for over 5,000 years, the Knabstrupper is one of only three original Danish horse breeds, along-side the Frederiksborg Horse and the Jutland Horse (den Jyske hest). The Knabstrupper was established in 1812 and originates from one of the oldest manor houses in Denmark, Knabstrup Hovedgård.

The Knabstrupper is known for its amazing leopard colour pattern, a white background covered with bay, chestnut or black spots – making each horse unique. Besides their colouring, Knabstruppers are highly valued for their kind temperaments, trainability and stamina. It’s a very versatile horse and has even been a popular performer in the circus arena. It is also ideal for several kinds of equestrian sport such as event-ing, show jumping and dressage.

And the truth about Pippi Longstocking’s horse? He was merely a white horse with spots painted on.

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Denmark - the liveable landThe small kingdom of Denmark has a lot to offer its visitors - country retreats, family-friendly attractions, culinary experiences, buzzing city life and breath-taking scenes of nature. These are just a few reasons to let Denmark inspire you.

Denmark by the Sea

The wide-open sandy beaches along the West Coast of Jutland are a dramatic destination. Huge drifting sand dunes and fresh sea air offer a sense of adventure and escape.As Denmark is a land of 400 islands and 7,500 km of coastline, you are never more than 50 km from the sea. Distances are short and you can easily reach many of Denmark’s attractions within just a few hours drive.

So why not visit the world’s largest Legoland or northern Europe’s big-gest Oceanarium? And there’s plenty of history to discover too. Watch the knights at jousting tournaments at the Middle Age Festival in Hors-ens or swashbuckling swordsmen at the Viking Moot in Aarhus. Or why not set sail as an oarsman aboard a real Viking Ship in Roskilde?

But sometimes it’s the simple things that make the best holiday ex-periences – fishing for crabs, flying a kite, or taking a stroll along the beach. And with endless miles of sandy coastline, you’ll have much of it all to yourself.

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Renting a seaside cottage nestled among the sand dunes lets you dis-cover and experience Denmark from perhaps the most beautiful side. And whether travelling on a romantic holiday for two or with all the family, bed and breakfasts, seaside cottages, and countryside inns are widely available across Denmark.

Liveable Cities

Danish cities are designed for living. They are cycle-friendly and easy to get around. Summers are mild in Denmark and the Danes love to soak up the sun at busy cafés, parks and city beaches. And boutique shop-ping is so much easier by bike. You simply park your bicycle and browse – and then hop on again and get pedalling.

Danes are often rated among the world’s happiest people, and never more so than when pedalling their bikes. Cycling through a city is a great way to get in touch with the locals and visit attractions at your own pace. You can hop on and off as you please and browse the streets, cafés and parks.

Copenhagen, the capital of Denmark, is a place of historic charm and freewheeling spirit. Copenhagen is a city of human scale, engineered for pedal power and geared for urban living. The city has that Nordic sense of cool but also the warm, lived-in quality of a city where people come first.

Pocket-park courtyards in all residential areas, harbour baths, urban woodlands, sandy city beaches, and eco-friendly hotels and attractions – Copenhagen is truly a green city. With its affordable public day-care and freewheeling bicycle culture, Copenhagen is also a youthful city, attracting many young families. And a 24-hour public transport system stitches together the city’s patchwork of urban villages, popular parks

and leafy neighbourhoods.

Gourmet: The Danish Way

Have you tried Nordic cuisine made with wild game, herbs and wild-flowers from the Scandinavian wilderness? Then visit Denmark – home of the New Nordic Kitchen.

Not so long ago, Nordic culinary traditions and food mile concerns meant little in the international gourmet world. But over the past dec-ade, Denmark’s leading chefs have transformed the landscape of fine dining. Copenhagen not only ranks among Europe’s leading culinary cities in the Michelin Guide, it also boasts a vibrant bistro culture to match.

Danish cuisine is for everyone, from bakery delights to smokehouse cold cuts. No matter where you travel you’ll always find good food, from quaint fishing hamlets to some of the world’s leading urban food havens.

For further information about holiday in Denmark, please go to: Visit-denmark.com

Stats and facts about Denmark

Population: 5,584,758 (2012)

Area: 43,098 square kilometres

Population density: 126.4 per square kilometre

Geographic region: Scandinavia

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GDP: DKK 433.3 billion (2009)

GDP per capital: DKK 300,241

Capital: Copenhagen 1,213,822 (2012)

There are approx. 450 named islands in Denmark – the two largest are Zealand and Funen

The Danish coastline is more than 7,300 kilometres

The World Bank ranks Denmark as the easiest place in Europe to do business

The Danish national flag ’Dannebrog’ is claimed to be the oldest in the world still in use

There is not a single mountain in Denmark

Denmark is one of the most windy countries in the western part of Europe

Denmark is the country in Europe with most breweries per person

Sports Events Made in Denmark

During the past few years more than 250 international sports events have taken place ranging from World Championships, European Cham-pionships and World Cups to major sports congresses such as the 121st Session & XIII Olympic Congress in 2009.

• Sport Event Denmark is the national Danish sports event organization• Established by the Danish government and the national Danish sports

organizations• Main objective is to attract and host major international sports events

and sports congresses• In Denmark national sports federations, local clubs as well as local

and national media all work together with the host cities to ensure spectacular events

• Thousands of volunteers and professionals join forces to ensure suc-cessful events.

These are some of the former and upcoming events:

2006: FIG World Artistic Gymnastics Championship

2007: ISAF World Sailing Farr 40 Championships

2008: ISAF Volvo Youth Sailing World Championship

2009: UEFA Congress

2009: FITA World Cup Final Archery

2009: 121st Session & XIII Olympic Congress

2009: FILA World Wrestling Championships

2009: WTF World Taekwondo Championships

2010: UCI World Track Cycling Championships

2010: RS:X World Windsurfing Championships

2011: UEFA European Under-21 Championship

2011: UCI World BMX Championships

2011: WCF World Curling Championships

2011: UCI World Road Cycling Championships

2012: Giro d’Italia-Start

2012: European Championships TeamGym

2012: European Table Tennis Championships

2013: European Championships 49er

2013: European Volleyball Championships

2013: World Championship Canoe Marathon

2013: World Championships 29er 2013

2013: ECCO FEI European Championships in Jumping, Dressage & Para-Dressage

2014: Men’s European Handball Championships

2014: IAAF World Half Marathon

2014: World Badminton Championships

2015: World Archery Championships

2015: World Championships Trampoline

2015: Women’s Handball World Championship

Annual: BWF Premiere Super Series (badminton)

Annual: WTA Tour (tennis)

Annual: Tour of Denmark (bicycling)

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The Land of Associations

Denmark has a unique tradition for associations in the world of sports

• Main ingredient is the volunteers in the clubs and an estimated 550,000 volunteers hold the Danish associations together

• A large part of coaches and other personnel work for free in the amateur clubs and leagues

• Other resources primarily come from local businesses as spon-sors, free facilities such as the local school and also municipal support

• The association phenomenon began in the 1860’s with rifle as-sociations as the first associations in Denmark

• In 1885 the Government forbade purchase of weapons without a permit for a period of years. That opened the door for gym-nastics associations because people wanting to be members of organized sports clubs went there instead

• Associations offer a union of values and interests across politi-cal, ethnic and social distinctions

• Approximately 11,000 sports associations in Denmark• 75 percent of the associations offer one kind of sport only• On top of the association list is football with around 1,600 clubs

followed by handball with almost 900 clubs• Approximately 1.65 million Danes (more than 20% of the popu-

lation) are members of one or more organized sports clubs – that is without counting the members of commercial gyms

• One million of the members are men

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The ECCO FEI 2013 European Championships in Jumping, Dressage and Para-Dressage2013 will be one of the greatest years in Danish equestrian sport. The majority of the world’s leading dressage, jumping and para riders and horses will gather in Herning at the largest equestrian event in the world in 2013 and the largest equestrian sport event to take place in Denmark ever.

ECCO FEI European Championships in Jumping, Dressage and Para-Dressage will, with all the additional competitions and the immense mecca of adventures, become an outstanding experience for the prac-titioners, spectators, sponsors, and all the TV viewers who will follow the championships.

The broadness of equestrian sport will play a strong role at the event, as the world’s largest hobby-horse quadrille will conquer the arena in the gala show. Immediately after the event some of the 500 riding clubs with 70,000 members will have an open house event.

Three committed business partners

One of the preconditions to make the triple European championships successful for both participants and spectators is committed business partners. Besides the committed volunteers the management of Euro-

pean-Herning ApS collaborates closely with the Danish Equestrian Fed-eration, the City of Herning and Sport Event Denmark.

Danish Equestrian Federation

The Danish Equestrian Federation is a modern and professional organi-zation that challenges and develops thousands of years of tradition and skills related to the cooperation between horse and rider.

The City of Herning

Since 2007 the City of Herning has consciously focused on being an at-tractive co-player for international concerts and sport events. One of its goals is for Herning to host at least one international sport event a year.At the same time the local people are known for involving themselves when visitors are around. This means that a part of them offer their work effort voluntarily, and the atmosphere from the event spreads to the life of the city.

Sport Event Denmark

Supporting the ECCO FEI European Championships in Jumping, Dres-sage and Para-Dressage and partnering with the Danish Equestrian Federation, European-Herning ApS and the City of Herning is a show-case of the work and results Sport Event Denmark stands for.The focus on equestrian sport is immense and events like the ECCO FEI European Championships in Jumping, Dressage and Para-Dressage are good platforms for promoting the sport in Denmark and Denmark within the sport.

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Other partners

EXPERIENCE our partnersMain partners

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Contact information

EXPERIENCE DENMARK

René Crone, CEO, Crone & Co +45 2515 0310

Lisa Damgaard, Project Manager, Crone & Co +45 2076 1347

The ECCO FEI European Championships

Britt Carlsen, European-Herning ApS +45 2024 2928

Eline Andersen, Event & Communication Manager, Sport Event Denmark + 45 5122 5385

Lene Sejerkilde, Communication manager,City of Herning +45 9628 2645

Rikke Hoejgaard, Media Manager, Danish Equestrian Federation +45 4032 0072

VisitDenmark / Living Home

Lars Ramme Nielsen, DirectorVisitDenmark Germany +49 40-32021142

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Credits

The EXPERIENCE DENMARK concept and visual identity are developed and executed by Crone & Co - a marketing and communication agency specialised in experience-based communication.

Crone & Co would like to thank the people who have contributed with information for this media guide.

Texts

VisitDenmark Sport Event Denmark The Horse Rider’s Journal The Guard Hussars Regiment’s Horse Squadron The Royal StablesDGI FunenIlse Jacobsen Hornbæk

Photos

ECCO Sko A/S (p. 7)Jesper Clausen (p. 8, 9, 21, 24)Ilse Jacobsen Hornbæk (p. 11)VisitDenmark (p. 12, 28)evanfoto.dk (p. 14, 15, 22, 23)The Royal Danish Embassy in Berlin (p. 16)

Laura Gade NielsenCommunications Consultant, VisitDenmark +45 4084 4846

Birgitte Bjerregaard, bnordic / Living Home +45 3313 0404

ECCO Sko A/S

Steen Frentz Laursen, Vice President – Group Communication +45 2065 3420

Shows

Major Casper de Renouard, Officer Commanding the Horse Squadron, The Guard Hussar Regiment +45 2141 4312

Eric Enstrøm, Orchestra Manager, The Royal Life Guard’s Music Corps +45 4165 3113

Per S. Thuesen, Crown Equerry, The Royal Stables +45 4040 1424

Kristian Boysen, DGI Funen +45 30 400 500