Diggecard announced on April 23, 2026, that it would headline-sponsor IMA Europe’s Copenhagen event, linking the commitment to its Nordic growth strategy and corporate gift card distribution. Chair Susanne Brønnum was due to introduce the business, with board member Silje Nesvik scheduled for a panel. [S01]

The event organiser listed June 11 at the Danish Film Institute, bringing together incentive industry professionals for presentations and networking. That identifies the audience the sponsorship was intended to reach, rather than establishing a sales result from the event. [S02]

The buyer is often an intermediary

Diggecard supplies technology and services that put merchant gift cards into incentive, benefit and reward programmes. The sponsorship announcement focuses on agencies managing multiple brands and markets, where ordering, fulfilment and programme administration can involve several suppliers. [S01]

An agency can aggregate purchasing across many client campaigns. Winning its confidence therefore creates a different opportunity from acquiring one consumer gift card buyer: the relationship may support repeated orders for different employers, promotions or markets.

That is the commercial relevance of appearing before an incentives audience. A sponsor can demonstrate its catalogue and discuss the operational problems that decide whether an agency is willing to route client spending through it.

A concrete example of the distribution model

Diggecard’s published LEGO Retail case study describes a B2B digital gift card programme begun in 2023, initially in three countries and subsequently expanded. Its role included sales and fulfilment under the retail brand’s identity, with agencies and aggregators among the buyers. This is background to the 2026 sponsorship, not a newly announced LEGO deal. [S03]

The example shows the intermediary function: a recognised consumer brand needs access to business reward demand, while an agency needs usable inventory and a dependable fulfilment route. Diggecard’s opportunity is to connect those sides and manage the programme work between them.

For a brand, that can extend distribution beyond its own gift card store. For the agency, fewer separate operating relationships may simplify campaigns. Both benefits depend on reliable delivery, local relevance and commercial terms, rather than on a supplier’s event visibility alone.

Sponsorship is a sales investment

The Copenhagen commitment buys visibility in a setting where potential partners already have an interest in incentives. The presence of senior company representatives can support conversations about strategy and delivery responsibilities that are harder to resolve through a product page.

The cost is not disclosed. Nor does the announcement identify contracts signed, new card volume or an attributable return from the sponsorship. Those omissions prevent an economic assessment of the event investment.

The news is therefore a targeted commercial commitment in a region Diggecard explicitly prioritises. Its value should ultimately be judged by qualified relationships and sustained programme business, not by treating a conference appearance as proof of market leadership.