DBU

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.

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

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

• National football federation
• Football club licensing
• Coach education programs
• Sports event ticketing
• Football talent development

Headquarters

HQ city

Brøndbyvester

HQ country

Denmark

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Revenue model

1. 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.
2. 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.
3. 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.
4. 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.
5. 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.
6. 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.
7. 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

Go-to-market motion4 records

Distribution channels8 records

Marketing channels11 records

Core 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

Named customers7 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability8 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• Billetlugen A/ScoreTechnology or IntegrationBilletlugen 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)coreStrategic or Co-development PartnerThe 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/ScoreTechnology or IntegrationDWARF A/S is the technology company that developed the LigaLogin system used by both Divisionsforeningen and DBU for ticket platform authentication.
• NewC ApScoreTechnology or IntegrationNewC ApS operates and maintains DBU's ticket system infrastructure, providing technical support for billet.dbu.dk.
• Microsoft 365coreTechnology or IntegrationDBU 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)minorStrategic or Co-development PartnerDBU 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)minorStrategic or Co-development PartnerSDU 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 StatistikminorStrategic or Co-development PartnerDBU 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. KøbenhavncoreStrategic or Co-development PartnerF.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)minorStrategic or Co-development PartnerDBU's Fodboldskole can share participant information with Røde Kors for children participating through Røde Kors programs, enabling joint social football initiatives.
• Commercial Partners (Unnamed)coreGTM or Marketing PartnerDBU 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)coreStrategic or Co-development PartnerDBU 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

Direct 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

• Xx.com/dbufodbold
• YouTubeyoutube.com/@DBUTV
• Facebookfacebook.com/dbuendelafnogetstorre
• LinkedInlinkedin.com/company/dbu
• Instagraminstagram.com/dbu_danmark

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries7 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 DBU