Rains enters football as B.93's new main sponsor Community, fashion and football culture

Few debuts in football feel as natural as that of Rains. The Danish brand, which has become an international reference point thanks to its contemporary reinterpretation of waterproof outerwear, has announced a multi-year partnership with B.93, the historic Copenhagen club based in the Østerbro district. Starting from the 2026/27 season, Rains will become the men's first team's main sponsor, launching a project that goes far beyond simply placing its logo on the club's jersey.

In Østerbro, rain is part of everyday life: around 170 days a year bring overcast skies, wind and low temperatures. Yet for every B.93 home match, supporters continue to fill the stands. These are precisely the conditions where Rains has its roots, creating products designed to embrace life outdoors regardless of the weather. More than a traditional sponsorship, the partnership between Rains and B.93 feels like a natural extension of both identities. On one side is a brand that has transformed the functionality of the raincoat into a globally recognized minimalist aesthetic; on the other is a club that, over the past few years, has distinguished itself by building a community that goes far beyond football fandom.

The launch campaign reflects the same direction. Shot by Paw Gissel, it blurs the line between players and supporters, portraying matchday through cinematic imagery that gives equal importance to both. The fans featured in the campaign come directly from the club's supporter groups, reinforcing how the project aims to tell the story of B.93's culture before its sporting achievements.