Fair Group and the Norwegian Football Foundation (Fotballstiftelsen) have entered into a historic, long-term partnership – the largest sponsorship agreement ever for both organizations. The collaboration is built on shared values and a common ambition to make a meaningful difference in society.

As part of the five-year agreement, Fair Group becomes the Foundation’s new General Partner, and the Foundation’s Street Football League (Gatelagsligaen) will be renamed the Fair League (Fair-ligaen).

The Football Foundation uses football as a tool for social inclusion, providing people with substance abuse-related challenges an opportunity to establish routines, participate in meaningful activities, and experience personal achievement and belonging. Fair Group’s involvement reflects the company’s commitment to combining commercial success with social responsibility.

“Fair wants to reinforce its position as a company that is transforming the credit management industry by delivering solutions that are both fair and sustainable. Simply put, we want to be a more human company,” said Rune Heimstad, Chairman of Fair Group.

Sharing Knowledge to Create Better Outcomes

The partnership extends beyond financial sponsorship. Because debt collection professionals regularly interact with financially vulnerable individuals, Fair will contribute expertise in credit management and personal finance to support the Foundation’s street football teams and their coaches.

Many participants have experienced long-term financial difficulties alongside other personal challenges. By helping coaches better understand debt, budgeting, and financial recovery, Fair aims to equip them with practical tools to better support players on and off the field.

At the same time, Fair expects to gain valuable insight into the lived experiences of people who have struggled with debt and financial hardship. These perspectives will help the company continue developing more empathetic and effective approaches to credit management.

A Strong Cultural Match

Founded to challenge traditional debt collection practices, Fair Group has built its business around treating customers with dignity while maintaining effective debt recovery. Today, it is one of Norway’s largest debt collection companies by volume.

“Through this partnership, we want to continue evolving our business while combining efficient operations with clear social and human values,” said Christian Aandalen, CEO of Fair Group.

Arne H. Knoph, Managing Director of the Football Foundation, highlighted the strong alignment between the two organizations:

“Fair’s values match the Foundation’s vision and the work of our street football teams. We both create opportunities for people who have been excluded, and we believe in treating people with respect, equality, and practical tools for success. Fair uses its position to contribute to a fairer society, while we use football as a platform for inclusion. Together, business and the voluntary sector can create real change.”

A Shared Mission

The primary goal of the partnership is to strengthen the Foundation’s street football program and improve support for people facing complex life challenges.

The agreement runs from 2025 through 2030 and establishes Fair as the Football Foundation’s principal sponsor, while also creating opportunities for collaboration with Norwegian professional football organizations. Fair believes the partnership will not only benefit participants but also foster greater pride and engagement among its own employees by connecting the company’s mission to a meaningful social cause.