DBU
DBU (Dansk Boldspil-Union) is Denmark's national football federation, governing professional and amateur football nationwide through a federated structure of six regional unions and a digital platform serving clubs, players, coaches, referees, and fans, while managing all Danish national teams.
- Company typePrivate
- Founded2011
- HeadquartersBrøndbyvester, Denmark
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What DBU does
DBU (Dansk Boldspil-Union) is the national football association of Denmark, founded in 1889 and headquartered at Fodboldens Hus in Brøndby. As Denmark's sole member federation of UEFA and FIFA, DBU holds statutory authority over professional and amateur football in Denmark, operating a federated model of six local unions (DBU Jylland, Sjælland, Fyn, København, Lolland-Falster, Bornholm) that deliver competitions, administration, coach education, and referee services across the country. The organization serves a national ecosystem of hundreds of thousands of players, thousands of affiliated clubs, coaches, referees, and fans, and manages eight national teams including the men's and women's senior teams and youth teams from U16 through U19 in both genders, plus the Futsal national team. Its strategy brand 'En Del af Noget Større' (A Part of Something Bigger) frames its social responsibility, sustainability, and diversity programmes including the #Gamechanger women's football initiative and welfare alliances with Danish municipalities (Velfærdsalliancer).
DBU's product portfolio spans an integrated digital platform: the Min Fodbold/Fodbold app for match scheduling and team management, Kluboffice for club administration, Klubcms for club websites, and Kampklar for team preparation — bundled as the IT-Klubpakke for affiliated clubs. Fan-facing products include billet.dbu.dk (national team ticketing), fordanmark.dk (fan engagement with Basis and FORDANMARK subscription tiers), DBU TV (YouTube content), and fodboldskole.dbu.dk (summer football schools for children). Notable technology integrations include Microsoft 365 (enterprise productivity), Billetlugen A/S and NewC ApS (ticketing infrastructure), LigaLogin/DWARF A/S (authentication), Polar (biometric tracking at talent camps), VEO (video analysis), Data Talks (marketing segmentation), and STEP (cookie consent). Automated facial recognition is deployed at Parken Stadion for security and ban enforcement under Danish data protection law.
The business model combines multiple revenue streams: national team ticket sales (transaction-based), Basis and FORDANMARK subscription products (recurring), commercial partnerships and sponsorships (licensing/royalties), football school registrations (transaction-based), club and member affiliation fees (recurring), coach and referee education course fees, and digital product licensing. Commercial partners activate across the full football pyramid from grassroots to national teams. Pricing for subscriptions and tickets is not publicly disclosed. The organization has approximately 100-150+ staff across commercial, communications, football operations, talent development, education, finance, IT, HR, and the Hele Danmarks Klubhus P/S subsidiary, led by CEO Erik Brøgger Rasmussen.
DBU firmographics
Firmographics- Name
- DBU
- Legal name
- Dansk Boldspil-Union
- Website
- https://dbu.dk
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- DBU (Dansk Boldspil-Union) is Denmark's national football federation, governing professional and amateur football nationwide through a federated structure of six regional unions and a digital platform serving clubs, players, coaches, referees, and fans, while managing all Danish national teams.
- Ownership category
- akta.pro rank
DBU industry classification
Industry- Product category
- National Football Federation
- NAICS
- Spectator Sports (71121)
- SIC
- Services-Membership Organizations (8600)
- akta.pro primary industry
- National Governing Bodies (NGBs) (MPAKAFAC)
- akta.pro secondary industry
- Association Football (Soccer) Leagues (MPAKAAAA)
Keywords
Where DBU is headquartered
LocationHeadquarters
- HQ city
- Brøndbyvester
- HQ country
- Denmark
- HQ region
- Europe
Offices3 records
Markets served
DBU business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
Revenue model
- Ticket Sales (National Team Matches): DBU sells individual match tickets for national team home and away games through billet.dbu.dk, powered by Billetlugen A/S as the technical ticketing provider. Ticket types include standard entry and VIP hospitality. Face recognition is used for security at Parken matches.
- Subscription Products (Basis & FORDANMARK): DBU operates a loyalty-based subscription model with two tiers: Basis (12-month, auto-renewing) and FORDANMARK (5-month initial commitment, then rolling monthly). Both include priority ticket access for home and away matches and eligibility for loyalty points. FORDANMARK subscribers pay ongoing monthly fees after the commitment period.
- Commercial Partnerships & Sponsorship: DBU develops bespoke commercial partnerships with companies seeking association with Danish football across grassroots, youth, women's football, national teams, and fan experiences. Partnerships span broad activation across the football ecosystem. Revenue includes sponsorship fees, media rights, and partner activations.
- Football Schools (DBU Fodboldskole): DBU runs summer football schools for children, selling tickets/camp spots through fodboldskole.dbu.dk. Revenue is generated per participant, with ticket sales handled directly through the football school platform.
- Club & Member Affiliation Fees: Football clubs across Denmark pay affiliation fees to DBU through local unions (DBU Jylland, DBU Sjælland, DBU Fyn, DBU København, DBU Lolland-Falster, DBU Bornholm). This includes club licensing fees for senior and youth competitions.
- Education & Training Courses: DBU generates revenue from coach education programs (including UEFA træneruddannelser), referee training, and football-related courses. These are delivered through local unions and DBU's own education department.
- Digital Product Licensing: DBU licenses its digital brand ecosystem (apps, platforms, content) for partner activations. Revenue also includes affiliate/referral arrangements through partner programs.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Basis-abonnement: 12-month subscription with auto-renewal, priority ticket access for national team matches, loyalty point accrual. |
| Subscription | Multi-year contract | FORDANMARK-abonnement: 5-month initial commitment period, then rolling monthly subscription with priority access, loyalty points, and additional member benefits. |
| Transaction based/ take rate | Pay-as-you-go | Individual match tickets for national team home and away games. |
| Transaction based/ take rate | Pay-as-you-go | DBU Fodboldskole 2026: Summer football schools for children, tickets sold per participant. |
| Subscription | Pay-as-you-go | Coach education and referee training courses delivered by DBU and local unions. |
Go-to-market motion4 records
Distribution channels8 records
Marketing channels11 records
DBU product offering
Product offeringCore offering
DBU (Dansk Boldspil-Union) is the national football association of Denmark, governing all organized football in the country. It organizes and sanctions national team matches (men's, women's, youth, futsal), runs club competitions, delivers coach and referee education, manages club licensing, operates a national ticketing and fan loyalty platform, and runs summer football schools for children. The federation operates through six regional local unions and is affiliated with UEFA and FIFA.
Product overview
DBU (Dansk Boldspil-Union) is the Danish Football Association, operating a broad platform of interconnected digital products and services spanning club management, fan engagement, and national football administration. At its core, DBU provides a suite of IT tools for clubs through the DBU IT-Klubpakke, which bundles the Fodbold App (a team management hub for coaches, players, and parents), Kluboffice (club administration linked to DBU's central database), Klubcms (club website builder), and Kampklar (team preparation tool). Fan-facing products include billet.dbu.dk for ticket sales, the fordanmark.dk fan platform (offering Basis and FORDANMARK subscription tiers with loyalty programmes), DBU TV (YouTube video content), and DBU Fodboldskole (football schools for children). DBU also administers national teams at all levels, runs coach and referee education programmes (including UEFA Træneruddannelser), manages the Futsal Ligaen, and operates societal initiatives under Hele Danmarks Klubhus, including the #Gamechanger gender equality programme and VFA welfare alliances. Supplementary services include the DBU Fodboldpanel for research, Fodboldens Hall of Fame, annual Fodboldpriser awards, and the Adfærdskodeks (Code of Conduct). The portfolio is unified under DBU's strategy of making Danish football accessible to all, supported by technology integrations including Polar (talent tracking), VEO (video analysis), and Data Talks (marketing data segmentation).
Differentiator
Problem solved
Functional benefit
Brands
- DBU Futsal: Futsal division of DBU covering indoor football activities and competitions in Denmark.
- DBU Fodboldskole
- Gamechanger
- Fordanmark
Products and services
- billet.dbu.dk (National Team Ticketing Platform) Official ticket sales platform for Danish national team home and away matches, offering individual match tickets, season subscriptions, gift cards, and VIP hospitality packages for fans and spectators.
- fordanmark.dk (Fan Engagement Platform) Fan engagement and loyalty platform providing national team content, news, subscription services, and priority ticket access for Danish national team supporters.
- DBU Fodboldskole (Football Schools) Summer football school programme for children across Denmark, with tickets sold directly per participant. The 2026 edition has ticket sales open.
- DBU IT-Klubpakke (Club IT Package) Bundled suite of digital tools for Danish football clubs including the Fodbold App (team management), Kluboffice (club administration linked to DBU's central database), Klubcms (club website builder), and Kampklar (team preparation), designed to digitise club operations.
- UEFA Træneruddannelser (UEFA Coach Education) UEFA-licensed coach education programmes providing formal coaching qualifications and the broader Træneruddannelse programme including Fremtidens Trænere (Coaches of the Future), serving football coaches at all levels.
- Dommeruddannelse (Referee Training) Referee training and education programme offering pathways from grassroots to elite-level referee appointments, including regional training sessions.
- DBU TV Official YouTube video content platform providing match highlights, national team coverage, Futsal Ligaen live streaming, and football-related video content for fans and followers.
- Futsal Ligaen The official Danish Futsal league managed by DBU, including match programmes, live streaming of all matches, DM finals for both genders, and a new women's futsal league development initiative.
- Nationale Landshold (National Teams Programme) DBU manages and administers Denmark's national football teams across all levels: Men's A (Herrelandsholdet), Women's A (Kvindelandsholdet), youth teams (U16-U21 for both genders), and the Futsal national team (Futsallandsholdet), competing in UEFA and FIFA competitions.
- Danmarks Fodboldpanel (Danish Football Panel) A research and survey panel where members of the Danish football community provide feedback through questionnaires to support DBU's knowledge and analysis work on football development.
- Hele Danmarks Klubhus (Club Development Programme) A programme and community initiative focused on welfare, volunteerism, diversity, and social responsibility in Danish football clubs, operating as a separate P/S entity with its own managing director, programs, and regional football centers.
Quantifiable outcome
- Kvindelandsholdet qualified for VM 2027 in Brazil — second consecutive World Cup finals appearance
- +3 more outcomes
Companies that use DBU
Customer profileNamed customers7 records
Ideal customer profiles4 records
DBU technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
AI capability8 records
DBU partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core and minor.
- Billetlugen A/ScoreBilletlugen A/S (CVR 29413274) is DBU's technical ticket reseller, operating and maintaining DBU's ticket system at billet.dbu.dk. Billetlugen handles ticket delivery, support, and processing for all DBU national team match tickets and subscriptions.
- Divisionsforeningen (Danish Football League Association)coreThe Divisionsforeningen operates Denmark's professional leagues (3F Superliga and Gjensidige Kvindeliga) and provides the LigaLogin authentication system used by DBU's ticket platform, developed by their sub-supplier DWARF A/S.
- DWARF A/ScoreDWARF A/S is the technology company that developed the LigaLogin system used by both Divisionsforeningen and DBU for ticket platform authentication.
- NewC ApScoreNewC ApS operates and maintains DBU's ticket system infrastructure, providing technical support for billet.dbu.dk.
- Microsoft 365coreDBU uses Microsoft 365 as its enterprise productivity and collaboration suite. Microsoft has sub-suppliers in Japan, USA, Argentina, Canada, and Mexico for data processing. DBU has signed a data processing agreement with Microsoft.
- Københavns Universitet (University of Copenhagen)minorDBU shares email addresses with KU for joint research surveys on football development. KU collaborates with DBU on research projects analyzing football participation, health, and social outcomes.
- Syddansk Universitet (University of Southern Denmark)minorSDU partners with DBU on joint research surveys and analysis projects related to football participation, player development, and social impact. DBU shares email addresses with SDU for survey distribution.
- Danmarks StatistikminorDBU shares CPR numbers with Danmarks Statistik, which provides anonymized (non-personally identifiable) data back to DBU for research and analysis purposes. A data processing agreement is in place.
- F.C. KøbenhavncoreF.C. København is the venue operator for Parken Stadion and is jointly responsible with DBU for facial recognition data processing and stadium video surveillance at national team matches. DBU and F.C. København have a joint data controller agreement for biometric data.
- Røde Kors (Danish Red Cross)minorDBU's Fodboldskole can share participant information with Røde Kors for children participating through Røde Kors programs, enabling joint social football initiatives.
- Commercial Partners (Unnamed)coreDBU develops bespoke commercial partnerships with companies seeking to associate with Danish football. Partnerships can be activated across the entire ecosystem from grassroots to national teams. The commercial partnerships team manages these relationships.
- Danish Municipalities (Kommuner)coreDBU partners with Danish municipalities through Velfærdsalliancer (Welfare Alliances), using football as a vehicle for social purposes including health promotion, employment, inclusion, and community building. Multiple municipalities are active partners.
Scale indicators9 records
Recent moves6 records
Expansion highlights6 records
DBU competitors and assessment
Company assessmentDirect peers
- Koninklijke Nederlandse Voetbalbond (KNVB): The Royal Dutch Football Association is a like-sized European national federation running a similar product mix: national teams, club licensing, coach and referee education, grassroots development, and an owned digital platform serving clubs and fans.
- Norges Fotballforbund (NFF): The Norwegian Football Association is a direct Nordic peer operating the same model: men's and women's national teams, club licensing, coach education, and grassroots development, with comparable scale of federation revenues and digital fan products.
- Deutscher Fußball-Bund (DFB): The German Football Association is a direct national-federation peer: a UEFA/FIFA-affiliated governing body that organizes national teams, club licensing, coach and referee education, and runs a comparable digital ticketing and fan-loyalty platform across a larger football market.
- Svensk Fotboll (SvFF): The Swedish Football Association is a directly comparable Nordic national federation, with the same national-team, club-licensing, fan-platform, and federation-distribution model applied to a similar-sized football market.
Others
- UEFA: UEFA is the continental governing body that DBU is a member of. It is the rule-setter and primary revenue distributor to DBU via national team competition prize money and development funding, making it a direct counterpart and revenue-counterparty rather than a competitor.
- Billetlugen A/S: Billetlugen is DBU's primary ticketing technology provider and a comparable enabler in the Danish live-events ticketing stack, useful as a benchmark for the unit economics of national-federation ticketing infrastructure.
- Fédération Internationale de Football Association (FIFA): FIFA is the global governing body for football and DBU's international affiliation anchor. It is the upstream revenue and rules source for World Cup participation and is comparable in product category (national-federation orchestration) though not a peer in size or scope.
Broad incumbents
- Fédération Française de Football (FFF): The French Football Federation is a larger European national federation peer with the same core activities - national team administration, club licensing, coach education, and fan engagement - but at substantially greater commercial scale.
- The Football Association (FA, England): The English FA is a larger, established national federation with a much bigger commercial footprint (Wembley, Premier League adjacent) but operates the same product categories: national teams, club licensing, coach and referee education, and grassroots football.
Regional players
- Divisionsforeningen: The Danish Divisionsforeningen operates the country's professional leagues (3F Superliga, Gjensidige Kvindeliga) and provides the LigaLogin authentication used by DBU's ticket platform. It is a closely intertwined domestic counterpart rather than a true competitor, and provides a benchmark for league-level commercial operations.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
DBU social profiles
Digital presenceDBU compliance and trust
Trust signalCompliance2 records
DBU financial estimates
Financial estimateRevenue estimate
Valuation estimate
DBU leadership team
Management profileNumber of profiles
Profiles7 records
DBU subsidiaries and ownership
Company hierarchySubsidiaries7 records
DBU funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
DBU M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about DBU
What does DBU do?
DBU (Dansk Boldspil-Union) is the national football association of Denmark, governing all organized football in the country. It organizes and sanctions national team matches (men's, women's, youth, futsal), runs club competitions, delivers coach and referee education, manages club licensing, operates a national ticketing and fan loyalty platform, and runs summer football schools for children. The federation operates through six regional local unions and is affiliated with UEFA and FIFA.
Is DBU a public or private company?
DBU is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was DBU founded?
DBU was founded in 2011. It employs 11 to 50 people.
Where is DBU based?
DBU is headquartered in Brøndbyvester, Denmark, in the Europe region.
How does DBU make money?
Seven revenue lines are on record. Ticket Sales (National Team Matches) is the primary driver. The others are subscription Products (Basis & FORDANMARK), commercial Partnerships & Sponsorship, football Schools (DBU Fodboldskole), club & Member Affiliation Fees, education & Training Courses and digital Product Licensing.
Who are DBU's main competitors?
Direct peers on record are Koninklijke Nederlandse Voetbalbond (KNVB), Norges Fotballforbund (NFF), Deutscher Fußball-Bund (DFB) and Svensk Fotboll (SvFF). Others are UEFA, Billetlugen A/S and Fédération Internationale de Football Association (FIFA). Broad incumbents are Fédération Française de Football (FFF) and The Football Association (FA, England). Divisionsforeningen is listed as a regional player.
Does DBU have an API?
No public API is recorded for DBU.
What industry is DBU in?
DBU's product category is National Football Federation. Its primary akta.pro industry code is MPAKAFAC, National Governing Bodies (NGBs), with a secondary code of MPAKAAAA, Association Football (Soccer) Leagues. Its NAICS code is 71121 and its SIC code is 8600.