What AGF does

AGF A/S (Aarhus Gymnastikforening, founded 1880) is a Danish professional football club publicly listed on NASDAQ OMX Copenhagen under the ticker AGF. The club operates men's, women's (AGF Kvindefodbold), and youth (AGF Talent) teams, with the men's first team competing in the 3F Superliga — where AGF led the league with 47 points from 21 matches and a 2-point margin as of February 2026 — and qualified for the 2026/27 UEFA Champions League first qualifying round (vs Lech Poznan) and Europa League third qualifying round (vs Benfica). AGF is publicly traded (CVR 83839910) and reports on a fiscal year ending June; H1 2025/26 disclosed revenue of 103.3 million DKK with a pretax result of 11.5 million DKK, and full-year 2025/26 guidance revised upward to between 0 and -15 million DKK.

The club operates an integrated digital fan-engagement ecosystem comprising the AGF mobile app (iOS/Android), billet.agf.dk ticketing, Play+ streaming subscription (29-59 DKK/month), the AGF Score loyalty points system (rolling 12-month basis), mit.agf.dk member portal, shop.agf.dk e-commerce, and bestil.agf.dk F&B Click & Collect. Ticket access is sold through tiered subscriptions (Guld+ at 189 DKK/month adult, Guld at 159 DKK, Sølv at 129 DKK, Ungdomszone at 49 DKK, Stemnings standing at 79 DKK) plus Klub Aros children's membership (100 DKK/year). On-pitch stadium infrastructure is in transition: AGF currently plays at Ceres Park Vejlby (~9,000 capacity, reduced during the transition), uses Randers Stadion as temporary home for European fixtures, and is building a new stadium financed partly via støttebevis support certificates.

AGF's revenue mix spans ticket subscriptions and individual match sales, Danish Superliga TV/media rights, sponsorship (12+ named partners including Andelskassen, Ceres/Royal Unibrew, Salling Group, Spar Nord, Aros Forsikring, Craft Sportswear, ECIT, Hoka, Lars Larsen Group, MyBanker, Norlys, and Oddset), merchandise (AGF Fanshop at Søndergade 34, Aarhus C plus online), match-day food & beverage, and episodic player transfer income (50.0M DKK in H1 2025/26, up from 30.8M DKK). Distribution is exclusively via owned digital storefronts, a single physical Fanshop, stadium concession stands, and the AGF app; ticket sales are fully digital with no physical box office.

Name

AGF

Legal name

AGF A/S

Website

https://agf.dk

Company type

Public

Founded year

1880

Operating status

Operating

Short description

AGF is a Danish professional football club founded in 1880 and publicly listed on NASDAQ OMX Copenhagen, operating men's, women's, and youth teams in the Danish Superliga and UEFA qualifiers, supported by an integrated digital fan-engagement ecosystem covering ticketing, streaming, loyalty, merchandise, and food & beverage.

Ownership category

akta.pro rank

Product category

Professional Football / Sports Entertainment

NAICS

Sports Teams and Clubs (711211), Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131), Spectator Sports (71121)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Licensing, Merchandising & Co-Branded Products (Sponsored Merchandise, Collabs) (MPAKALAE)

akta.pro secondary industries

Arena & Stadium Operations (Large-Capacity Venues) (MPAGALAA), Sports Data, Analytics & CRM Services (Fan Data, Insights, Audience Development) (MPAKAKAO), Concession & Stadium / Arena Catering (THAFAIAG)

Keywords

• Professional football club
• Sports ticketing subscriptions
• Football merchandise sales
• Match-day fan engagement
• Sports sponsorship management

Headquarters

HQ city

Copenhagen

HQ country

Denmark

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Ticket Sales and Season Ticket / Subscription Revenue: Revenue from individual match tickets, reservation subscriptions, Guld+/Guld/Sølv/Stemnings billetabonnementer (season ticket equivalents), and ticket reservation fees. The club transitioned from traditional season cards to 'billetabonnementer' (ticket subscriptions) due to reduced stadium capacity at Ceres Park Vejlby.
2. TV and Media Rights: Revenue from Danish Superliga TV income and broadcasting rights, reported as a driver of revenue growth in H1 2025/26.
3. Sponsorship: Commercial sponsorship revenue from multiple named sponsors including Andelskassen, Ceres (Royal Unibrew), Salling Group, Spar Nord, Aros Forsikring, Craft Sportswear, ECIT, Hoka, Lars Larsen Group, MyBanker, Norlys, and Oddset (Danske Spil). Sponsorship revenue increased during Q4 2025/26.
4. Player Transfer Sales: Revenue from the sale of football players to other clubs, reported as 'other operating income' of 50.0 million DKK in H1 2025/26, up from 30.8 million DKK a year earlier.
5. Merchandise Sales: Sales of club merchandise including replica kits, gold merchandise, player-printed jerseys, and general fan shop items through the online AGF Shop and physical Fanshop in Aarhus city centre.
6. Match Operations and Food & Beverage: Revenue from food, beverage, and concessions at Ceres Park Vejlby through Click & Collect (bestil.agf.dk) and stadium bodes, including a 10% discount for Play+ subscribers.
7. Play+ Subscription: Monthly subscription (29 DKK/month for existing ticket subscribers, 59 DKK/month for general public, or 499 DKK/year) providing streaming content, priority access to tickets, and 10% discount on tickets.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels7 records

Core offering

AGF is a Danish top-division professional football club that sells match tickets, multi-tier ticket subscriptions, and streaming content (Play+) to fans. It also operates an AGF Fanshop for branded merchandise, runs the Klub Aros children's membership program, offers stadium tours, and generates substantial revenue from commercial sponsorships and broadcast/TV licensing centered on home matches at Ceres Arena (Ceres Park).

Product overview

AGF (Aarhus Gymnastikforening) is a Danish professional football club operating as AGF A/S, a publicly listed recreational services company. The digital product portfolio consists of a consumer-facing fan engagement ecosystem rather than a unified platform-with-modules architecture. The core offering is the match-day experience at Ceres Park Vejlby (and the new stadium under construction), supported by digital services including the official AGF-app (iOS/Android) for ticket access and content, the Play+ streaming subscription for exclusive video content and ticket discounts, multiple ticket subscription tiers (Guld+, Guld, Sølv, Familie, Ungdomszone, Stemnings) accessed via billet.agf.dk, the AGF Score fan loyalty/ranking system, the Klub Aros children's membership club, the Click & Collect food ordering platform (bestil.agf.dk), and the AGF Fanshop e-commerce store (shop.agf.dk). The fan portal mit.agf.dk serves as the hub for profile management. The product portfolio is not a software platform sold to external customers but rather a suite of digital services for the club's own supporter base.

Differentiator

Problem solved

Functional benefit

Brands

• AGF Kvindefodbold: AGF's women's football department
• AGF Talent
• AGF Play+
• AGF Score

Products and services

• Match Tickets (Billetter) Single-match admission tickets to AGF men's first-team home games at Ceres Arena, sold by section/stand; aimed at casual local fans and walk-up attendees, with free entry for children under 12 in family-designated sections.
• Billetabonnement (Season Ticket Subscription) Multi-tier season ticket subscription granting access to all home league matches for the season across tiers (Guld+, Guld, Sølv, Stemnings, Ungdomszone, Familie), targeted at committed local supporters, families, and youth fans.
• Play+ Streaming Subscription Digital subscription offering live streams of AGF matches plus behind-the-scenes, classic, and original club video content, accessible via web and the AGF App for digital fans who do not attend matches in person.
• Klub Aros Children's Membership Junior fan membership program that provides children with a personal welcome kit, birthday cards, and access to youth-focused fan activities, designed to cultivate the next generation of AGF supporters.
• AGF Fanshop Merchandise Online and physical retail sale of AGF-branded football kits, training apparel, leisure wear, and accessories, with Click & Collect ordering from the Ceres Park Fanshop.
• Stadium Tours Guided tours of Ceres Arena including dressing room and pitch-side access, offered to fans, corporate visitors, and tourist groups as a paid experience.

Quantifiable outcome

• AGF leads the Danish Superliga with 47 points from 21 matches (2-point margin) as of February 2026
• +2 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

14 partnerships are on record, tiered minor and core.

• AndelskassenminorGTM or Marketing PartnerNamed sponsor of AGF. Displayed as a sponsor logo on the club's official website and match-day materials.
• Ceres (Royal Unibrew)minorGTM or Marketing PartnerNamed sponsor of AGF. Ceres is a beer brand of Royal Unibrew. Displayed as a sponsor logo on the club's official website.
• Salling GroupminorGTM or Marketing PartnerNamed sponsor of AGF. Displayed as a sponsor logo on the club's official website.
• Spar NordminorGTM or Marketing PartnerNamed sponsor of AGF. Displayed as a sponsor logo on the club's official website.
• Aros ForsikringminorGTM or Marketing PartnerNamed sponsor of AGF. Displayed as a sponsor logo on the club's official website.
• Craft SportswearminorGTM or Marketing PartnerTechnical kit sponsor and sportswear partner of AGF. Displayed as a sponsor logo on the club's official website.
• ECITminorGTM or Marketing PartnerNamed sponsor of AGF. ECIT is an IT services company. Displayed as a sponsor logo on the club's official website.
• HokaminorGTM or Marketing PartnerNamed sponsor of AGF. Hoka is a running and sports footwear brand. Displayed as a sponsor logo on the club's official website.
• Lars Larsen GroupminorGTM or Marketing PartnerNamed sponsor of AGF. Displayed as a sponsor logo on the club's official website.
• MyBankerminorGTM or Marketing PartnerNamed sponsor of AGF. Displayed as a sponsor logo on the club's official website.
• NorlysminorGTM or Marketing PartnerNamed sponsor of AGF. Norlys is a telecommunications and energy company. Displayed as a sponsor logo on the club's official website.
• Oddset (Danske Spil)minorGTM or Marketing PartnerNamed sponsor of AGF. Oddset is the sports betting brand of Danske Spil. Displayed as a sponsor logo on the club's official website.
• Randers FC (Stadium Partnership)coreStrategic or Co-development PartnerAGF uses Randers Stadion as its temporary home ground (Ceres Park Vejlby period) for European competition home matches. The stadium has a capacity of approximately 9,000 with 450 away seats. This is a venue sharing arrangement for the duration of AGF's stadium transition period.
• Local Polish Law Firm (Poznan)minorImplementation/ SI/ Consulting PartnerAGF has engaged a local law firm in Poznan to provide legal advice and assistance to AGF fans traveling to the Lech Poznan match. Contact managed through the Fan Engagement Manager.

Scale indicators9 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Brøndby IF: Historic Copenhagen-based Superliga club with a large membership and ticketing operation; closely comparable to AGF in matchday-driven revenue, sponsorships, and Danish football broadcasting economics.
• Silkeborg IF: Mid-sized Danish Superliga club with similar scale to AGF in revenue and stadium capacity; comparable as a regional Danish club reliant on subscriptions, sponsorships, and player trading.
• Randers FC: Danish Superliga club based in Randers and AGF's current temporary-stadium partner (Randers Stadion); comparable as a similar-sized Superliga side with overlapping regional Danish fan base and shared venue infrastructure.
• FC Midtjylland: Top-of-table Danish Superliga competitor owned by a Matthew Benham-affiliated group; comparable to AGF as a leading Superliga side operating modern commercial and player-development infrastructure.
• Viborg FF: Danish Superliga side that AGF defeated 5-2 in February 2026; directly comparable in size, geography, and commercial model as a regional Danish club operating ticketing, sponsorships, and merchandise.
• SønderjyskE: Danish top-flight football club of comparable scale to AGF; relevant peer in terms of Superliga broadcasting revenue split, sponsorship mix, and reliance on player development/transfer sales.
• FC Copenhagen (F.C. København): Denmark's flagship football club and Superliga competitor; directly comparable as a publicly tracked top-tier Danish football club operating a stadium, commercial sponsorship portfolio, and merchandise business for a national fan base.

Regional players

• AIK Fotboll: Stockholm-based Allsvenskan club with a comparable stadium-and-membership-driven model; relevant Nordic peer for ticketing, subscription, and supporter-club dynamics similar to AGF's billetabonnementer and AGF 1880 community.
• Rosenborg BK: Historic Norwegian football club with similar size and recurring European qualification profile; relevant as a Nordic peer with comparable commercial mix (sponsorships, tickets, player trading).
• Malmö FF: Sweden's most successful football club in recent decades; comparable to AGF as a Nordic club with similar revenue scale, a strong Allsvenskan/European competition profile, and stadium-led matchday economics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/AGFFodbold
• LinkedIndk.linkedin.com/company/agf-fodbold
• Instagraminstagram.com/agffodbold
• TikToktiktok.com/@agf_fodbold
• Xx.com/agffodbold

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 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 AGF