What Næstved Boldklub does

Næstved Boldklub A/S is a Danish professional football club founded in 1939, headquartered in Næstved on the island of Sjælland (Zealand), and currently competing in the NordicBet Liga / 2. Division. The club operates a multi-team structure: a men's first team playing at MTM Service Park, a women's elite team (Næstved HG Kvinder) in the 1. Division with stated aspiration for the top-flight Gjensidige Kvindeligaen, and a youth talent pathway through Talentcenter Sydsjælland with a newly launched U23 side. Products and services include matchday tickets, season tickets, an annual 'De Grønne Hjerter' fan membership (1,939 DKK), an official Fanstore webshop (operated alongside a Unisport/Puma kit partnership), VIP corporate hospitality events, and B2B sponsorship packages across a multi-tier partner network of 150+ businesses anchored by Hovedsponsor Royal Unibrew (Faxe Kondi).

The club's revenue model blends transaction-based streams (matchday tickets, merchandise, player trading such as the Christian Friedrich transfer from Brøndby) with recurring annual streams (multi-year sponsorships, TV money from broadcasters like TV3 Sport and Viaplay, and the De Grønne Hjerter membership). Distribution is omnichannel: tickets via Boldbillet.dk, merchandise via the club's own Fanstore and Unisport.dk, and direct B2B sponsorship sales to local and national businesses. Marketing relies on the club's own website (10,000 unique users), Facebook (10,000+ followers), Instagram, YouTube, and physical fan zones / VIP networking events at Café 1939 and the stadium.

Financially, Næstved Boldklub has executed a clear turnaround — moving from a -7.5M DKK deficit to a +2.6M DKK surplus in under three seasons (FY 2022–23: profit of 2,675,405 DKK), although it still carries negative equity of -3.6M DKK. The customer base is hybrid: a long tail of local fans and a fragmented network of 150+ business partners, with concentration risk concentrated in a small number of top-tier Hovedsponsor and Premium Partner relationships. There is no disclosed technology platform, no AI/ML capability, and no app; operations are typical of a lower-division European football club reliant on community engagement, sponsor relationships, and on-pitch results.

Name

Næstved Boldklub

Legal name

Næstved Boldklub

Website

https://naestvedboldklub.dk

Company type

Private

Founded year

1939

Operating status

Operating

Headcount range

11–50 employees

Short description

Næstved Boldklub is a Danish professional football club founded in 1939, operating a men's first team, women's team, and youth academy in Næstved, Sjælland. It serves local fans and 150+ business sponsors via matchday tickets, memberships, merchandise, and multi-tier sponsorship packages.

Ownership category

akta.pro rank

Product category

Professional Football Club Services

NAICS

Sports Teams and Clubs (711211), Spectator Sports (71121)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Athlete & Team Sponsorship Deals (Official Partners, Jersey/Kit Sponsors) (MPAKALAA)

akta.pro secondary industries

Event & Tournament Sponsorship (Title/Presenting Sponsors, Official Suppliers) (MPAKALAB), Hospitality, VIP & Experiential Sponsorship (Suites, Fan Zones, On-Site Activations) (MPAKALAH), Team & League Branded Merchandise Retail (Non-Apparel) (CRAMAOAF)

Keywords

• Professional football club
• Sports sponsorship services
• Matchday ticketing
• Fan membership programs
• Club merchandise sales

Headquarters

HQ city

Næstved

HQ country

Denmark

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Sponsorship & Partnership Revenue: Multi-tiered sponsorship program ranging from Hovedsponsor (main sponsor) at top tier to NB Partnere at entry level. Includes jersey branding, stadium naming rights, and partner visibility across club channels.
2. Matchday Revenue: Ticket sales for home matches at MTM Service Park, season tickets (Sæsonkort), and VIP arrangements with networking events.
3. Broadcasting & TV Revenue: TV money from sports broadcasts on channels like TV3 Sport and Viaplay. Increased TV revenue from improved sporting results.
4. Player Trading: Revenue from player transfers and sales, such as Christian Friedrich from Brøndby.
5. Merchandise & Fanstore: Sales of club merchandise including jerseys, apparel, and fan products through Unisport partnership and own Fanstore.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

Næstved Boldklub is a Danish professional football club that operates men's and women's elite teams, a youth talent academy, and delivers live matchday entertainment at MTM Service Park / Ardagh Glass Arena. Commercially, it sells season tickets and match tickets, an annual fan membership ('De Grønne Hjerter' at 1,939 DKK), official club merchandise through its Fanstore and a Unisport partnership, and VIP hospitality for sponsors. It also monetizes its brand via multi-tiered B2B sponsorship packages (Hovedsponsor, Premium, Super, Eksklusiv Plus, NB Partnere), stadium naming rights, jersey branding, broadcasting/TV revenues, and player trading.

Product overview

Næstved Boldklub is a professional Danish football club offering a portfolio of products and services centered around football entertainment and community engagement. The club operates its core offering through the men's first team competing in 2nd Division/NordicBet Liga and the women's team (Næstved HG Kvinder) in 1st Division. Supplementary products include Fanstore (official webshop for merchandise), De Grønne Hjerter (fan membership with season ticket benefits), Sæsonkort (season tickets), VIP-arrangementer (corporate hospitality events), and Talentcenter Sydsjælland (youth academy). The portfolio is structured as a core football club with multiple revenue-generating modules and community engagement offerings.

Differentiator

Problem solved

Functional benefit

Products and services

• Næstved Boldklub Football Club (Men's First Team) Professional men's football team that competes in NordicBet Liga / 2. Division, generating matchday entertainment for fans and broadcast rights revenue for the club.
• Næstved HG Kvinder (Women's Elite Team) Women's elite football team playing home matches at MTM Service Park, offering a women's football pathway backed by dedicated sponsors (Spar Nord, Beierholm, Bygma, Rodi's Autocenter, FAS, Ensure).
• Sæsonkort (Season Tickets) Season ticket package providing entry to all home matches at MTM Service Park and Ardagh Glass Arena; pricing differs by venue and category (adult vs. pensionist/youth).
• De Grønne Hjerter (Annual Fan Membership) Annual subscription-style fan membership (1,939 DKK) bundling a season ticket with exclusive merchandise and supporter perks.
• Fanstore (Official Club Merchandise Webshop) Club's own online store and Unisport-powered outlet selling official team jerseys, apparel and supporter merchandise to fans.
• VIP-arrangementer (Corporate Hospitality Events) Hospitality package with pre-match dining and networking access for sponsors and partners on home-match days.
• Talentcenter Sydsjælland (Youth Academy) Talent development program for youth footballers in Southern Zealand supporting the U19 divisions team and feeding players into the men's first team.
• B2B Sponsorship Packages (Hovedsponsor, Premium, Super, Eksklusiv Plus, NB Partnere) Tiered B2B sponsorship offering covering jersey branding, stadium naming rights, partner visibility across club channels, VIP hospitality and networking.

Quantifiable outcome

• Profit improved from -7.5M DKK deficit to +2.6M DKK surplus in under 3 seasons
• +1 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

20 partnerships are on record, tiered flagship, core and supporting.

• Mærk NæstvedflagshipGTM or Marketing Partner · 4 November 2024Main sponsor (Hovedsponsor) alongside Royal Unibrew. Local business community initiative promoting Næstved brand.
• SJF BANKflagshipGTM or Marketing Partner · 4 November 2024Main sponsor (Hovedsponsor) completing the three-pronged main sponsorship arrangement. Regional bank with local roots.
• Royal Unibrew (Faxe Kondi)flagshipGTM or Marketing Partner · 2 July 2024New main sponsor (Hovedsponsor) with Faxe Kondi branding on team jerseys. Royal Unibrew has historical connection to club dating back to 1971 and first championship era. Major national brand providing significant sponsorship revenue and brand visibility.
• JHH (Jørgen Højgaard Holding)coreGTM or Marketing PartnerStadion Partner - naming rights holder for JHH Park, the club's home stadium. Major sponsor with stadium naming rights.
• Ardagh GroupcoreGTM or Marketing PartnerPremium Partner and Champions Club 2.0 member. Glass manufacturing company with Holmegaard heritage in Denmark.
• SydbankcoreGTM or Marketing PartnerPremium Partner - stepped down from Hovedsponsor role after 15+ years as main sponsor. Remains as major partner at Premium level.
• Unisport (Puma)coreGTM or Marketing PartnerTøjsponsor (Kit Sponsor) providing team apparel and match kits. Also operates official online merchandise store for the club.
• Spar NordcoreGTM or Marketing PartnerLong-standing partner since the women's team inception. Multiple sponsorship tiers across both men's and women's teams. Local bank with community focus.
• BeierholmcoreGTM or Marketing PartnerChampions Club 2.0 and Eksklusiv Partner Plus member. Accounting and payroll services provider supporting the club.
• EnsurecoreGTM or Marketing PartnerSuper Partner and personal sponsor of women's team player Josefine Wroblewski. Pension and insurance company.
• Børge Jakobsen & Søn A/ScoreGTM or Marketing Partner2-year partnership renewal with both men's and women's teams. Local business supporting green club initiative.
• Alpha AgencycoreGTM or Marketing PartnerSuper Partner responsible for club website design and development. 'Sammen for de grønne' tagline created by Alpha Agency.
• SyntegonsupportingGTM or Marketing PartnerSuper Partner. Technology/process company.
• EUC SjællandsupportingGTM or Marketing PartnerSuper Partner. Vocational education institution.
• CBS Wearparts A/SsupportingGTM or Marketing PartnerSuper Partner. Manufacturing/industrial company.
• Bygma NæstvedsupportingGTM or Marketing PartnerWomen's team sponsor. Danish-owned construction supplier company active in sports partnerships.
• Rodi's AutocentersupportingGTM or Marketing PartnerWomen's team sponsor. Local car dealership for private and business customers.
• Spar Nord (Women's Team)coreGTM or Marketing PartnerExtended partnership with women's team (Næstved HG). Local bank focusing on diversity and community involvement.
• Frede Andersen & Søn (FAS)supportingGTM or Marketing PartnerBusiness Club Plus sponsor supporting women's elite football development.
• Beierholm (Women's Team)coreGTM or Marketing PartnerExtended partnership supporting women's elite football. Accounting services provider.

Scale indicators10 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• HB Køge: Danish football club competing in the NordicBet Liga / 1. Division system. Directly comparable as a lower-tier Danish club with similar multi-tier sponsorship, ticketing, youth academy, and women's team structure; even shares assistant-coach staff lineage with Næstved.
• FC Fredericia: Danish 1. Division / NordicBet Liga club with a similar community-owned sponsorship model, tiered partner program, and reliance on regional SMB backing. Operates a comparable scale of stadium, academy, and matchday economics.
• Hvidovre IF: Historic Danish football club competing in the same lower-tier league system with a strong community identity, B2B sponsorship network, and youth-to-first-team pathway analogous to Næstved's structure.
• Akademisk Boldklub (AB): Copenhagen-based Danish lower-division club. Directly relevant as the previous coaching home of Næstved's current head coach, with comparable player-development-to-higher-league profile and similar community/sponsorship economics.
• FC Roskilde: Danish 2. Division / NordicBet Liga club operating in the broader Sjælland region with similar catchment size, regional sponsorship concentration, and stadium-scale operations to Næstved.
• BK Frem: Copenhagen-area Danish lower-division club with a comparable community-owned structure, multi-tier sponsorship program, and reliance on member revenue and matchday income.
• Middelfart Boldklub: Danish lower-division club and documented opponent of Næstved at MTM Service Park in the opening match — same league tier with analogous regional sponsorship-driven economics.
• Kolding IF: Danish 1. Division / NordicBet Liga club with a comparable regional sponsorship and member-driven revenue mix, and similar on-field ambitions relative to the top tier.

Broad incumbents

• Brøndby IF: Top-tier Danish Superliga club directly involved in Næstved's player-trading transactions (Christian Friedrich transfer). Comparable as a football business operating merchandising, sponsorship, ticketing, and TV revenue lines — but at materially larger scale and from a top-flight position.
• FC Midtjylland: Major Danish Superliga club referenced in Næstved's cup tie (3,000 spectators). Operates the same multi-revenue football club model — broadcasting, sponsorship, ticketing, merchandise, player trading — at a substantially larger scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@nstvedboldklubofficiel4683
• Facebookfacebook.com/Naestvedboldklub
• Instagraminstagram.com/naestved_boldklub
• Xx.com/naestvedboldklu

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Næstved Boldklub