LdB FC Malmö enters the league with SEK 24 million sponsor deal

The extra general assembly meeting of Malmö FF Dam unanimously agreed on a deal with their new sponsor, the cosmetics and skin-care company Hardford. The 5 + 3 years deal gives the financially strained club SEK 3 millions a year in exchange for their club name and a logo on the players jerseys. The new name is LdB FC Malmö, LdB being Hardford's most well known brand name, used for skin-care products. Hardford's owner, Kent Widding Persson, was also elected in the board of the club. He has previously been a member of the board of Malmö's ice-hockey club Malmö Redhawks.

Malmö FF Dam was on the brink of bankrupcy only weeks ago and without the new sponsor money it would have been unlikely that they would survive this year's FA audit. Several of the players addressed the meeting in pre-recorded video statements. While maybe not enthusiastic for the name change, they stressed that they want the club to suirvive. Club colours and new kit remains to be decided, but LdB is yellow. Something that is a cause for concern with some: the light blue Malmö FF's mortal enemy has always been the yellow IFK Malmö...

The reaction in Malmö to the name change is so far disappointment - Malmö FF is big in Malmö - but Jessica Wiberg, former fan club chairman, said in a TV interview before the decision became public, that as long as the new name isn't outright ridiculous, she can live with it. There is also some relief in the Malmö board. Chairman Ingrid Gunnarsson says that the name change is long overdue, they have felt small and unwanted by the bigger club.
MFF dam byter namn till LDB FC Malmö
Svt: MFF-damer får 24 miljoner för namnbyte (video)

Posted by: ae.

I think that name classifies as outright ridiculous...

2007-04-11 @ 21:07:10
Posted by: Dandal

I pretty much agree there, and it gets worse if you spell it out and translate the LdB (Lait de Beauté): Beauty Milk Football Club Malmö.

Hopefully we will see the same development as with Göteborg FC, where the sponsor name Kopparbergs gets dropped most of the time and we will simply talk about FC Malmö. Actually, I think I will start doing that.

Posted by: Anonym

haha, this new name is awful! Good job they got a decent amount of money for the change.
I'll still call them Malmo, I'm too old to change my ways. Same with Goteborg - I drop the Kopparbergs.

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