MCH

What MCH does

MCH A/S operates Scandinavia's largest experience center from a single site in Herning, Denmark, running a multi-venue complex that combines the 15,000-capacity Jyske Bank Boxen multi-arena, the MCH Messecenter Herning exhibition center with exhibition areas reaching 46,000 m², the MCH Herning Kongrescenter conference and theater facility, and MCH Arena. The venues host trade shows (Formland, FoodTech, Agromek, Ferie for Alle, HI Tech & Industry Scandinavia, Motorshow, Hest & Rytter), concerts and touring acts, sports championships (IIHF 2025, EuroSkills 2025, FEI World Cup Dressage, Final4 handball), corporate meetings and company parties, and the company's own theatrical productions under the MCH Musical brand, which has produced 45+ self-produced musicals since 1992.

The underlying operational platform integrates venue management, ticket sales (via a core partnership with Ticketmaster), on-site catering and hospitality (including Restaurant 2. Etage, Panoramarestaurant, and A Hereford Beefstouw), and roughly 8,000 free parking spaces. MCH markets through its own website (mch.dk), a broad social presence (Facebook, Instagram, LinkedIn, YouTube, TikTok), email newsletters via Apsis, a video archive, and press/earned media. Digital integrations are limited to Ticketmaster, Apsis, and Cookiebot — no proprietary software or AI components are disclosed.

The business model blends transaction-based revenue (consumer ticket sales for concerts, theater, and sports, typically 180–625 DKK per ticket) with quote-based B2B venue rental (trade shows, exhibitions, conferences, corporate events) and ancillary on-site revenue (catering, parking). Customers span enterprise trade-show organizers, entertainment promoters, sports federations and broadcasting partners such as DR, corporate event planners, trade-show exhibitors, and individual event attendees. Founded as a Danish private limited company (A/S), with MCH Musical established in 1992 and Jyske Bank Boxen inaugurated in October 2010, MCH A/S is led by Managing Director Georg Sørensen and reports no public listing, no parent company, and no external funding rounds.

Name

MCH

Legal name

MCH A/S

Website

https://mch.dk

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

251–500 employees

Short description

MCH A/S operates Scandinavia's largest experience center in Herning, Denmark, running a multi-venue complex (15,000-seat Jyske Bank Boxen arena, MCH Messecenter Herning exhibition center, and MCH Herning Kongrescenter) that hosts trade shows, concerts, sports championships, corporate events, and the company's own MCH Musical productions.

Ownership category

akta.pro rank

Product category

Event Venue Management

NAICS

Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131), Convention and Trade Show Organizers (56192)

SIC

Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Venue Operations, Management & Facility Services (MPAKAEAN)

akta.pro secondary industries

Conferences & Conventions Operations Services (Registration, AV, Logistics) (MPAGAGAM), Concession & Stadium / Arena Catering (THAFAIAG)

Keywords

• Event venue management
• Exhibition center operations
• Concert arena hosting
• Trade show organization
• Conference facilities

Headquarters

HQ city

Herning

HQ country

Denmark

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Exhibition and trade show hosting: Revenue from hosting trade shows and exhibitions such as Formland, Foodexpo, HI Tech & Industry Scandinavia, FoodTech, Agromek, Ferie for Alle, and numerous other industry events. Venues provide exhibition space to businesses and organizations.
2. Concert and entertainment events: Revenue from hosting concerts, theater productions, musicals, comedy shows, and other entertainment events at Jyske Bank Boxen, MCH Herning Kongrescenter. Ticket sales through Ticketmaster.
3. Sports championships and events: Revenue from hosting major sports events including FEI World Cup Dressage, handball championships, motorsports, swimming championships, and other sporting events at Jyske Bank Boxen and MCH venues.
4. Conference and meeting facilities: Rental of conference centers, meeting rooms, and congress facilities for corporate events, seminars, and business meetings at MCH Herning Kongrescenter.
5. Corporate events and company parties: Hosting of company parties (firmafester), corporate events, and special occasions in the venues.
6. Catering and hospitality services: On-site restaurants including Restaurant 2. Etage, Panoramarestaurant, A Hereford Beefstouw restaurant, and other food/beverage services within venues.
7. Parking services: Parking facilities with over 8,000 free parking spaces at venues.

Pricing tiers

Distribution channels6 records

Marketing channels7 records

Core offering

MCH A/S operates Scandinavia's largest experience center in Herning, Denmark, managing three interconnected venues: MCH Messecenter Herning (exhibition center), Jyske Bank Boxen (15,000-capacity multi-arena), and MCH Herning Kongrescenter (conference center). The company hosts trade shows, concerts, sports championships, theatrical productions, and corporate events, and also produces its own musicals under the MCH Musical brand (45+ productions since 1992). Ticket sales are centralized through a Ticketmaster partnership.

Product overview

MCH A/S is Scandinavia's largest experience center operating a multi-venue portfolio centered around event management and hosting. The core offering consists of MCH Messecenter Herning (exhibition center), Jyske Bank Boxen (15,000-capacity multi-arena), and MCH Herning Kongrescenter (conference center). These venues host trade shows, concerts, theatrical productions, sports championships, and corporate events. The company also operates its own musical productions under 'MCH Musical' brand, which has produced 45 original productions since 1992. Ticket sales are centralized through Ticketmaster, and digital services include video archives and email newsletters via Apsis. The venue complex spans over 37,000 m2 across four levels, with approximately 8,000 free parking spaces.

Differentiator

Problem solved

Functional benefit

Products and services

• MCH Messecenter Herning

Quantifiable outcome

• 102,934+ attendees at EuroSkills Herning 2025
• +4 more outcomes

Named customers17 records

Segments7 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature3 records

Partnerships

Eleven partnerships are on record, tiered supporting, core, flagship and major.

• ApsissupportingTechnology or IntegrationApsis is a Swedish email service provider used by MCH for newsletter distribution and email marketing campaigns. They handle the technical delivery and tracking of MCH's marketing emails including open rates, click-through rates, and other engagement metrics.
• TicketmastercoreChannel Partner/ Reseller/ DistributorTicketmaster is the primary ticketing platform for MCH events. Customers purchase concert, theater, sports, and other event tickets through Ticketmaster's website and platform, with integration into MCH's own marketing channels.
• DR (Danmarks Radio)flagshipStrategic or Co-development PartnerDR collaborates with MCH to produce Sport 2026, an annual sports award show held at Jyske Bank Boxen. The partnership combines DR's broadcasting expertise and sports recognition programs with MCH's venue and event management capabilities.
• Divisionsforeningen HåndboldflagshipStrategic or Co-development PartnerThe Danish Handball Association's divisions organize Final4, the premier Danish men's handball cup final tournament held at Jyske Bank Boxen. This is the 8th time Jyske Bank Boxen hosts this flagship event.
• Danmarks Idrætsforbund (DIF) and Team DanmarkflagshipStrategic or Co-development PartnerDIF (Danish Sports Confederation) and Team Danmark collaborate with MCH for the annual Sport award show, recognizing outstanding Danish athletic achievements and inducting new members into Sportens Hall of Fame.
• FEI (Fédération Equestre Internationale)flagshipStrategic or Co-development PartnerFEI organizes the World Cup Dressage Herning, an international equestrian championship featuring top athletes, held at MCH's facilities. The event includes a commercial exhibition alongside the sporting competition.
• WorldSkills EuropeflagshipStrategic or Co-development PartnerWorldSkills Europe organizes EuroSkills Herning 2025 at MCH venues, a major European skills championship featuring competitions in various trades and professions, attended by over 102,000 visitors.
• Dansk VarmblodflagshipStrategic or Co-development PartnerDanish Warmblood (Dansk Varmblod) organizes the annual Stallion Licensing (Hingstekåring) simultaneously with Hest & Rytter, combining equestrian sports with the commercial exhibition.
• Jyske BankflagshipGTM or Marketing PartnerJyske Bank holds naming rights for Jyske Bank Boxen, Denmark's first multi-arena, opened in 2010. This is a major sponsorship relationship with the Danish bank's name on the 15,000-seat arena.
• POWER (main sponsor for Gamebox Festival)majorGTM or Marketing PartnerPOWER, a Danish electronics retailer, is the main partner for Gamebox Festival, Denmark's largest gaming event held at MCH Messecenter Herning with 32,506 visitors.
• KulturCirklensupportingGTM or Marketing PartnerKulturCirklen is a cultural organization partnership related to the World Cup-Messen exhibition held alongside FEI World Cup Dressage Herning.

Scale indicators22 records

Recent moves7 records

Expansion highlights4 records

Direct peers

• ASM Global: ASM Global is the world's largest venue management company, operating hundreds of arenas, stadiums, and convention centers globally. It is the closest direct peer to MCH because it operates the same multi-venue, multi-format event venue business model at scale, with similar event types (concerts, sports, exhibitions, conferences).
• Messe Frankfurt: Messe Frankfurt operates one of the world's largest exhibition and congress centers, hosting flagship trade fairs across multiple industries. Comparable to MCH because it combines large exhibition hall infrastructure with congress facilities and operates its own branded trade shows, mirroring MCH's Messecenter Herning + Kongrescenter combination.
• Royal Arena: Royal Arena is Copenhagen's 14,000-capacity multi-purpose arena opened in 2017, competing directly with Jyske Bank Boxen for touring concert artists, sports championships, and family entertainment. It is the most direct Danish competitor for major arena events.
• Forum Copenhagen: Forum Copenhagen is a long-established Copenhagen venue hosting concerts, sports events, and exhibitions. Comparable to MCH because it competes for the same Danish audience for live entertainment and conferences, though it lacks MCH's adjacent exhibition-center scale.

Broad incumbents

• Anschutz Entertainment Group (AEG): AEG is a global sports and live entertainment company operating arenas (including The O2 in London) and promoting major tours. Comparable to MCH as a broader incumbent that operates arena venues and presents events, but AEG operates at significantly larger scale and across multiple geographies.
• Live Nation Entertainment: Live Nation is the world's largest live entertainment company, promoting concerts and operating venues globally. Comparable to MCH as the dominant player in concert promotion that supplies touring content to venues like Jyske Bank Boxen and shapes the competitive landscape MCH operates within.
• RX Global (Reed Exhibitions): RX Global is one of the world's largest trade show organizers, running exhibitions such as CES and ISPO. Comparable to MCH because RX supplies many of the trade show brands (or competing shows) that rent MCH Messecenter Herning's exhibition halls, making it both a customer and a competitive organizer.
• Messe Düsseldorf: Messe Düsseldorf operates one of Germany's leading trade fair complexes with a globally recognized portfolio of proprietary exhibitions. Comparable to MCH as a European exhibition center operator that both hosts third-party shows and runs its own flagship trade fair brands.

Regional players

• Malmö Arena: Malmö Arena is a 13,000-capacity Swedish multi-arena that competes with Jyske Bank Boxen for touring acts and sports events in the broader Scandinavian touring market. Comparable because it serves a similar function for Swedish and Øresund-region audiences, often capturing the same Scandinavian tour routing.

Others

• MCH Arena (FC Midtjylland): Although MCH Arena is operated as a subsidiary of MCH A/S and is home to FC Midtjylland football matches, it is mentioned here because it illustrates the MCH venue portfolio. As a peer entry, FC Midtjylland and similar stadium operators share the same sports-venue operational characteristics as MCH's arena business.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/mchherning
• YouTubeyoutube.com/@MCHHerning
• Facebookfacebook.com/mchmusical
• LinkedInlinkedin.com/company/messecenter-herning
• Instagraminstagram.com/mch.musical

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries5 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 MCH