What HB Køge does

HB Køge is a Danish professional football club headquartered at Ved Stadion 4, 1. sal, 4600 Køge, organized as the public limited company HB Køge A/S. The club fields a senior men's team competing in the Betinia Liga (Denmark's second tier), a women's team, and a youth academy covering U13 through U19 age groups. Home matches are played at Capelli Sport Stadion, and the club is closely associated with the "Svanerne" (The Swans) brand identity, including the organized supporter group Svanerne / HB Køge Support.

The club operates four primary revenue streams. Matchday income comes from single-match tickets (50–120 DKK online or at the door) sold through the Eventii-powered platform and at Capelli Sport Stadion. Recurring revenue is generated by monthly auto-renewing season card subscriptions priced at 39 DKK (juniors), 59 DKK (pensioners), and 79 DKK (adults), with flexible cancellation after the current month. Merchandise is sold via Svane-Shoppen, which operates a physical store at the stadium on matchdays and a 24/7 online shop at svane-shoppen.dk. The fourth stream is B2B sponsorship and partnership revenue, organized through NETVÆRKET, a six-tier ecosystem (Hovedpartner, Europartnere, Nationalpartnere, Regionalpartnere, Lokalpartnere, Holdpartnere) marketed as the region's largest business network, hosting 40+ annual networking events and offering matchday hospitality via the Scor.dk-lounge and Pre-Match events.

HB Køge's underlying technology is intentionally lightweight: operations run on the Eventii Eventmanager platform (in place since 2019) for ticket and access management, season cards, VIP management, and partner coordination, and the club is present on Facebook and Instagram (@hbkogemen) with a newsletter as direct fan channels. Distribution is hybrid — direct B2B sales for partnerships (sales contact: Mikkel Winterberg) and online + at-the-door + physical-store channels for tickets and merchandise. The club does not disclose revenue, and there are no public funding rounds, acquisitions, or AI/ML capabilities in the source data.

Name

HB Køge

Legal name

HB Køge A/S

Website

https://hbkoge.dk

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

HB Køge is a Danish professional football club based in Køge, Denmark, competing in the Betinia Liga (second tier) with men's, women's, and U13–U19 youth teams. It generates revenue from match tickets, monthly season-card subscriptions, Svane-Shoppen merchandise, and the NETVÆRKET B2B partnership ecosystem serving local Sjælland businesses.

Ownership category

akta.pro rank

Product category

Professional Football Club / Sports Entertainment

NAICS

Sports Teams and Clubs (711211), Spectator Sports (71121), Other Spectator Sports (711219)

SIC

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

akta.pro primary industry

Association Football (Soccer) Leagues (MPAKAAAA)

akta.pro secondary industries

Sports Events & Match Tickets (THAJAFAE), Local Amateur Clubs & Community Sports Organizations (MPAKACAE)

Keywords

• Professional football club
• Matchday ticketing
• Football merchandise
• Youth talent development
• B2B sports networking

Headquarters

HQ city

Køge

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others, Infrastructure

Revenue model

1. Ticket Sales: Revenue from individual match tickets (online and at-door sales) for home games in Betinia Liga, plus Svante-tickets that include stadium merchandise.
2. Season Ticket Subscriptions: Monthly subscription model (79 DKK adults, 59 DKK pensionists, 39 DKK juniors) with automatic renewal, providing guaranteed recurring revenue from dedicated fans.
3. Merchandise Sales: Svane-Shoppen sells official merchandise including player jerseys, scarves, caps, and apparel through both physical stadium location and online e-commerce platform.
4. Sponsorship & Partnership Packages: Multi-tiered partnership program (Hovedpartner, Europartner, Nationalpartner, Regionalpartner, Lokalpartner, Holdpartner) offering business networking benefits, matchday hospitality, Pre-Match events, and brand visibility to local and regional businesses.
5. Event & Hospitality: Matchday hospitality services including Scor.dk-lounge access for partners, corporate event hosting, and Pre-Match arrangements.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels6 records

Core offering

HB Køge operates as a professional Danish football club competing in Betinia Liga (Denmark's second tier), running a senior men's team, women's team, and youth academy (U13-U19). Commercial offerings include match tickets and season ticket subscriptions for home games at Capelli Sport Stadion, official merchandise through Svane-Shoppen, and the NETVÆRKET B2B partnership program that delivers regional business networking events and matchday hospitality.

Product overview

HB Køge operates as a professional football club with a multi-tiered product portfolio. The core product is the football club itself, competing in Betinia Liga with senior men's, women's, and youth teams (U13-U19). Supporting the club are three primary commercial products: (1) match tickets and season ticket subscriptions providing matchday access, (2) Svane-Shoppen merchandise store offering official club merchandise, and (3) NETVÆRKET, a business network platform enabling B2B partnerships and networking events. The club's home venue is Capelli Sport Stadion in Køge, Denmark.

Differentiator

Problem solved

Functional benefit

Products and services

• HB Køge Football Club Operations Professional football club competing in Betinia Liga (Denmark's second tier), with senior men's, women's, and youth academy teams (U13-U19). Home matches played at Capelli Sport Stadion in Køge, Denmark. Serves as the core product organizing football entertainment and competitive matchdays for fans, players, and partners.
• Sæsonkortabonnement (Season Ticket Subscription) Monthly auto-renewing subscription season ticket offering guaranteed access to home Betinia Liga matches at Capelli Sport Stadion. Priced at 79 DKK/month for adults (18+), 59 DKK/month for pensionists (65+), and 39 DKK/month for juniors (3-17). More economical than purchasing individual match tickets. Excludes cup matches.
• Match Tickets (Billetter) Single-match ticket products for home Betinia Liga games including standard adult tickets (90 DKK online / 110 DKK at door), junior tickets (50 DKK online / 70 DKK at door with popcorn), student tickets (50 DKK online only with valid student ID, includes beer/soda), and Svante-billetter (combination match ticket plus Capelli Sport Stadion stadium plate merchandise).
• Svane-Shoppen (Official Merchandise Store) Official HB Køge merchandise store offering branded clothing and accessories in club colors including official player jerseys, scarves, caps, and apparel. Available through both online e-commerce (svane-shoppen.dk, 24/7) and a physical stadium shop open on matchdays.
• NETVÆRKET (Business Network Partnership Program) HB Køge's regional business network and partnership program providing B2B networking, brand visibility, matchday hospitality, and Pre-Match events for partner businesses. Organized into tiered partnership packages: Hovedpartner (main partner), Europartnere, Nationalpartnere, Regionalpartnere, Lokalpartnere, and Holdpartnere. Members gain access to over 40 annual networking events.

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

24 partnerships are on record, tiered core and minor.

• EventiicoreTechnology or Integration · 1 January 2019Ticket and access system provider for HB Køge since 2019. System handles access control, partner management, season cards (including subscription model), VIP management for match days.
• ComeOn!coreGTM or Marketing PartnerMain partner (Hovedpartner) of HB Køge. ComeOn! is an online gaming/entertainment company that provides primary sponsorship visibility and brand partnership.
• Capelli SportcoreGTM or Marketing PartnerNaming rights partner for Capelli Sport Stadion. The stadium bears the Capelli Sport name, providing significant brand visibility for the sports apparel company.
• Dreist StorgaardminorGTM or Marketing PartnerEuropartner providing business services to HB Køge network.
• Køge HavnminorGTM or Marketing PartnerEuropartner - Køge Port Authority supporting the local football club.
• Lind & BirkedalminorGTM or Marketing PartnerEuropartner in HB Køge network.
• Mayday VinduespoleringminorGTM or Marketing PartnerEuropartner providing window cleaning services.
• MMFoodminorGTM or Marketing PartnerEuropartner in food/beverage sector.
• Nils WiumminorGTM or Marketing PartnerEuropartner in HB Køge network.
• Rox ResortminorGTM or Marketing PartnerEuropartner - resort/hospitality business.
• Royal UnibrewcoreGTM or Marketing PartnerEuropartner - major Danish brewery providing beverages for stadium hospitality.
• Scor.dkcoreGTM or Marketing PartnerEuropartner providing Scor.dk-lounge hospitality area at Capelli Sport Stadion.
• SydbankminorGTM or Marketing PartnerNationalpartner - regional bank with presence in the Køge area.
• ComwellminorGTM or Marketing PartnerNationalpartner - hotel and conference chain.
• Dana LimminorGTM or Marketing PartnerNationalpartner - construction/building materials supplier.
• DavidsenminorGTM or Marketing PartnerNationalpartner - building materials supplier.
• NTG NordicminorGTM or Marketing PartnerNationalpartner - logistics/transportation company.
• EventiicoreTechnology or IntegrationProvides ticket and access management system Eventmanager since 2019. All-in-one solution handling access systems, partner management, season cards, VIP management for matchdays.
• Lyngby BKminorOthersSuperliga club from which HB Køge rented player Magnus Warming until summer 2027.
• Køge KommunecoreStrategic or Co-development PartnerMunicipality partnership including Team Danmark Elitekommune agreement (approved June 2026) for youth sports development with local educational institutions and sports clubs.
• Team DanmarkcoreStrategic or Co-development PartnerNational sports organization partnered with Køge Municipality as Elitekommune supporting youth talent development.
• Svanerne / HB Køge SupportcoreGTM or Marketing PartnerOfficial fan club organized to support away games, coordinate bus trips, and distribute away match tickets.
• Venue KøgeminorStrategic or Co-development PartnerVenue management company operating Capelli Sport Stadion and related event facilities.
• Capio PrivathospitalminorOthersMedical/healthcare partner providing sports agreements for player health services.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• FC Fredericia: Danish second-tier (Betinia Liga) club with similar regional scope, tiered sponsorship structure, and community engagement focus. Useful benchmark for HB Køge on tier-2 economics and partnership packaging.
• Lyngby BK: Recently promoted Superliga club from the Copenhagen area and a transfer partner of HB Køge (Magnus Warming loan). Directly comparable Danish football club with overlapping talent network and Sjælland-based fan base, competing in the same regional ecosystem.
• Fremad Amager: Copenhagen-area Danish club competing in lower divisions with similar matchday, sponsorship, and community positioning. Comparable regionally to HB Køge as an Sjælland football operator competing for local fan and sponsor mindshare.
• AB (Akademisk Boldklub): Copenhagen-based Danish club with similar size and division profile. Comparable as a Danish football club with youth development focus and community-driven matchday operations in the same broader Sjælland/Greater Copenhagen catchment.
• Hvidovre IF: Betinia Liga rival featured as HB Køge's next scheduled fixture (3 July 2026). Comparable Danish second-tier club with similar matchday product, sponsorship tiers, and youth development focus targeting the Greater Copenhagen market.

Broad incumbents

• FC Midtjylland: Danish Superliga powerhouse known for innovative data-driven, vertically integrated football business model. Comparable as a Danish club that has built a sophisticated sponsorship/partnership platform around the sporting product — a strategic direction HB Køge is pursuing locally.
• Brøndby IF: Historic Danish Superliga club with strong corporate partnership ecosystem and merchandise-driven revenue. Comparable as a Danish football entity with multi-tier sponsorship, season ticket subscriptions, and youth development — analogous operating model to HB Køge but at higher tier.
• FC København: Denmark's dominant Superliga club and the benchmark for football-related B2B partnership programs in the country. Comparable as a Danish football club that monetizes sponsorships, hospitality, and merchandise, though operating at much larger scale than HB Køge.

Regional players

• Næstved Boldklub: Historic Danish club on Sjælland operating below or near Betinia Liga level. Comparable as a regional Danish football entity competing for Sjælland fan attention and local sponsorship share with HB Køge.
• B93: Historic Copenhagen football club currently active in lower Danish divisions. Comparable as a Danish football competitor for Sjælland fans, amateur-to-youth development talent, and small-to-mid-market sponsorship deals.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/hbkogemen
• Instagraminstagram.com/hbkogemen
• Xx.com/hbkogedk
• LinkedInlinkedin.com/company/hbkoge

Revenue estimate

Valuation estimate

Number of profiles

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 HB Køge