AN EXTENDED COOPERATION

Since 2003 Morten Olsen has been the front figure for one of the world's leading manufacturers of hearing aids, the Danish owned, Widex. It is the first time ever, that Widex has entered an agreement with a person within the world of sports.

Denmark's national coach, Morten Olsen, suffers from the hereditary disease called otosclerosis which causes an impaired hearing. The disease has been his invisible opponent since the seventies. For Morten Olsen, the sponsor agreement with Widex means that he now is using the hearing aid Senso Diva which is an invisible but very efficient hearing aid.

At first, it was Widex' strategy to use Morten Olsen externally in all the PR and promotion material - e.g. in brochures, advertisements and on Widex' site, where Morten Olsen has a testimonial of his hearing problem. Additionally, the company wanted to give its employees some special experiences with the Danish national coach. But in short time, Widex expanded the extern strategy to also include exposure through the national football team.

During the last couple of years Widex has also sponsored DBU and exposes its brand message to the whole country through a well thought out electronic commercial board at all the national matches.