The Danish Football Association (DBU) governing body is seeking a new chief commercial officer after terminating its contract with Tobias Hoff just one year after appointing him to the role.

Hoff joined DBU last July from national newspaper Dogbladet Information where he worked in the same role. Before that, he worked in media sales and marketing at Aller Media and public broadcaster TV2.

The DBU’s communications manager Jakob Hoyer will have his role expanded to cover Hoff’s responsibilities while the governing body finds a permanent replacement – the DBU’s third in over a year after Hoff succeeded Ronnie Hansen.

Commenting on his departure on LinkedIn, Hoff said; “Today I have been terminated as commercial director at DBU. It is no secret that the job was my dream job and therefore I am naturally sorry about the decision. I am proud of all the results we have achieved in the commercial department.

“Together with my talented teams, I have achieved all the goals that were set. At the same time, I have enjoyed going to work every single day (even on days when there were headwinds) and I have learned a lot.

“I cannot change the fact that DBU’s top management believes that there is a need for a different profile than mine in the long run.”

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The governing body currently has five principal partners including sportswear brand Hummel, brewing giant Carlsberg, Oddset, the betting app from Danske Spil, the national lottery operator, building materials supplier Stark, and mortgage provider Forenet Kredit.

However, the DBU has struggled to secure additional sponsorship deals in the wake of a new Danish law passed in 2020, the Consumer Loans Act, which prevents expensive loans from being easily accessed, which can create debt problems. Under the terms of the law, loans must not be advertised in connection with the marketing of gambling providers.

At the time, the national team training suits featured logos from both Arbejdernes Lanksbank, the Danish bank, and Oddset.

The move saw Arbejdernes Lankbank end its DBU sponsorship. While Arbejdernes Lanksbank does not offer expensive quick loans, as a lender it is privy to the law.