Dana Cup
Dana Cup is a private Danish sports event organization, founded in 1982, that runs the annual international youth football tournament in Hjørring, Denmark. It hosts over 1,000 teams from 50+ nations each July across boys' and girls' age categories.
- Company typePrivate
- Founded1982
- HeadquartersHjørring, Denmark
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Dana Cup does
Dana Cup is a private sports event organization founded in 1982 and headquartered in Hjørring, Denmark, that operates the annual Dana Cup international youth football tournament — marketed as Denmark's largest sports event. The core product is a week-long tournament held every July (scheduled for July 20-25, 2026) hosting over 1,000 teams from 50+ nations across boys' (B11-B19) and girls' (G11-G19) age categories, with approximately 2,500-2,900 matches managed by 270-280 referees. The portfolio extends beyond the main tournament into Dana Cup Kick Off (pre-tournament warm-up), Dana Cup Mini (May qualifier for younger age groups), Dana eCup (esports format launched 2023), the Dana Cup Academy (international development programs including camps in Uganda), the official Dana Cup App, livestreaming services via Spiideo and Veo partnerships, the Dana Cup Webshop, and the Dana Cup Event Area.
Revenue is generated through multiple streams: team registration fees collected via the CupManager online platform, sponsorship (with Bambusa as the flagship partner since at least 2016 alongside Royal Unibrew, Spar Nord, Sports World, and others), merchandise sales through the Sports World-operated webshop, managed accommodation services (school and hotel), and transportation coordination through partner Jørns Busrejser. The go-to-market motion is event-driven, relying on online self-serve registration, word-of-mouth from returning clubs (some participating 25+ years), international network expansion through Euro-Sportring and Dana Cup Academy, and annual presence at the United Soccer Coaches Convention in the USA. Customer segments include youth football teams (primary), coaches, and spectators/families, with the Fårup Sommerland theme park partnership extending into family vacation packages.
Dana Cup firmographics
Firmographics- Name
- Dana Cup
- Legal name
- Dana Cup
- Website
- https://danacup.dk
- Company type
- Private
- Founded year
- 1982
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Dana Cup is a private Danish sports event organization, founded in 1982, that runs the annual international youth football tournament in Hjørring, Denmark. It hosts over 1,000 teams from 50+ nations each July across boys' and girls' age categories.
- Ownership category
- akta.pro rank
Dana Cup industry classification
Industry- Product category
- Youth Sports Tournament / Sports Event Organization
- NAICS
- Other Spectator Sports (711219), Spectator Sports (71121), Sports Teams and Clubs (711211)
- SIC
- Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)
- akta.pro primary industry
- Youth & Junior Tournament Organizers (MPAKADAL)
- akta.pro secondary industries
- Championship & Cup Organizers (MPAKADAB), Amateur & Grassroots Tournament Organizers (MPAKADAH), Amateur Event & Tournament Organizers (Meets, Invitationals, Opens) (MPAKACAL), Youth & Amateur Sports Tournaments (MPAGAMAF), Youth Multi-Sport Camps (General Athletics, Summer Camps) (MPAKAJAA)
Keywords
Where Dana Cup is headquartered
LocationHeadquarters
- HQ city
- Hjørring
- HQ country
- Denmark
- HQ region
- Europe
Offices1 record
Markets served
Dana Cup business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Team Registration Fees: Teams pay participation fees to register for the tournament, with different fee structures for the main tournament and Dana Cup Mini events
- Merchandise Sales: Official Dana Cup merchandise sold through Sports World partnership and Dana Cup webshop
- Sponsorship: Main sponsorship from Bambusa, plus additional sponsors including Royal Unibrew, Spar Nord, Sports World, and other partners providing financial support and in-kind services
- Accommodation Services: School accommodation, hotel bookings, and camping/glamping services coordinated by Dana Cup
- Transportation Services: Airport/train transfers and local transport services through partner Jørns Busrejser
- Livestreaming and Media: Streaming of matches through Spiideo and Veo partnerships, generating viewership and potential future monetization
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | One time/ perpetual license | Standard Team Registration - Dana Cup main tournament |
| Unit Pricing | One time/ perpetual license | Dana Cup Mini (9-11 year olds) |
| Subscription | Annual | School Accommodation Package |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
Dana Cup product offering
Product offeringCore offering
Dana Cup organizes and operates international youth football tournaments held annually in Hjørring, Denmark. The organization runs a flagship summer tournament along with related sub-events (Dana Cup Kick Off, Dana Cup Mini) and digital/physical offerings (Dana eCup, Dana Cup Academy, SportsCenter, webshop, app, and livestreaming) that serve participating youth teams, players, coaches, families, and spectators.
Product overview
Dana Cup is a single unified product: an international youth football tournament held annually in Hjørring, Denmark. The core product is the main tournament (July 20-25, 2026) featuring teams from over 50 nations competing in age categories U11-U19 for both boys and girls. The portfolio includes related offerings: Dana Cup Kick Off (pre-tournament warm-up), Dana Cup Mini (qualification tournament in May), Dana eCup (esports component), the official Dana Cup App (information and real-time updates), Dana Cup Livestreaming (live match coverage via Spiideo), Dana Cup SportsCenter (training facilities), Dana Cup Academy (development camps including international programs in Uganda), Dana Cup Webshop (merchandise), and the Dana Cup Event Area (on-site activities and entertainment).
Differentiator
Problem solved
Functional benefit
Brands
- Dana eCup: An esports version of the Dana Cup tournament combining football and esports gaming.
- Dana Cup Mini
- Dana Cup Academy
Products and services
- Dana Cup (flagship international youth football tournament)
- Dana Cup Kick Off
Quantifiable outcome
- Over 1,000 teams and 50+ nations participate annually, with approximately 11,000 participants from 37 countries in 2023
- +2 more outcomes
Companies that use Dana Cup
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles2 records
Dana Cup technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature3 records
Dana Cup partnerships and signals
Strategic signalPartnerships
14 partnerships are on record, tiered core, minor and flagship.
- Hjørring Kommune (Climate Partner)coreDana Cup became an official Climate Partner of Hjørring Municipality in August 2025, demonstrating commitment to sustainability and environmental responsibility as part of their sustainable development strategy.
- REMA 1000coreREMA 1000 is a CSR partner alongside Arctic Import, focusing on sustainability initiatives and responsible business practices at Dana Cup.
- Fynbo FoodscoreFynbo Foods is Dana Cup's 'sweetest partner' (sødeste partner), providing confectionery and food products for the tournament. Partnership extended multiple times.
- Outnature by VESTEVENTminorNew partnership in 2025 for outdoor activities and experiences in the Dana Cup event area, providing adventure activities for participants.
- Craft SportswearminorCraft Sportswear partnership announced in April 2025 for sportswear and equipment provision.
- NormalcoreNormal is a new Dana Cup partner announced in June 2024, with partnership extended in April 2025. Provides retail products and promotional support.
- Royal UnibrewcoreRoyal Unibrew is a beverage partner for Dana Cup, with the partnership extended in June 2024. Provides beverages for participants and event operations.
- Sports WorldcoreSports World provides official Dana Cup merchandise and operates the Dana Cup webshop. The partnership was extended in June 2024 and includes equipment supplies and promotional activities.
- Fårup SommerlandcoreFårup Sommerland theme park partners with Dana Cup to offer combined football and family vacation experiences, with early bird offers and exclusive access for Dana Cup participants.
- Arctic Import and Hørkram FoodservicecoreArctic Import and Hørkram Foodservice are official CSR partners for Dana Cup, focusing on sustainability and corporate social responsibility initiatives. Partnership extended in June 2026.
- Jørns BusrejsercoreJørns Busrejser is the official transport partner for Dana Cup, providing bus transportation services to and from the tournament and between venues.
- SpiideocoreSpiideo provides video streaming and recording technology for Dana Cup matches, enabling automated streaming from multiple pitches simultaneously.
- Euro-SportringcoreDana Cup is part of the Euro-Sportring network, a collaboration of youth football tournaments across Europe that helps recruit international teams.
- BambusaflagshipBambusa is Dana Cup's main sponsor, providing sustainable bamboo products and fundraising solutions. The partnership includes Bambusa fundraising programs for teams and extended collaboration announced in March 2026. Bambusa has been a partner since at least 2016.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
Dana Cup competitors and assessment
Company assessmentDirect peers
- Mediterranean International Cup (MIC Football): International youth football tournament held in Costa Daurada, Spain. Competes for European and international youth clubs seeking warm-weather competition and tournament prestige.
- Norway Cup: Major international youth football tournament held in Oslo, Norway. Competes for the same Nordic and European youth football team segment with comparable age-group offerings and international participation.
- Gothia Cup: World's largest youth football tournament held annually in Gothenburg, Sweden. Direct competitor for international youth football teams with similar age-group structure and Hjørring/Denmark vs. Gothenburg/Sweden destination model.
- Euro-Sportring: Network/collaboration of European youth football tournaments (including Dana Cup) that recruits international teams across multiple tournament properties. Functions as both a distribution partner and indirect competitor for participating tournaments.
- Paris World Games: International youth multi-sport event held annually in Paris. Competes for the same international youth team travel market with broader sport coverage including football.
- Celtic Cup: International youth football tournament held in Scotland. Competes for UK and European youth clubs seeking international competition experience.
- SuperCup NI (formerly Milk Cup): Prestigious international youth football tournament held in Northern Ireland. Attracts elite academy teams globally and competes for the same high-end youth club segment as Dana Cup.
Emerging players
- Samba Cup / Samba World Cup: International youth football tournament held in Scandinavia. Smaller-scale emerging competitor pursuing similar international youth team market.
Regional players
- Boys/Girls Cup Denmark: Danish Football Association (DBU) organized national youth competitions and cups. Represents the national federation tier of youth football competition in Denmark.
- Junior Cup: Danish youth football tournament (different from Dana Cup) operating within Denmark. Regional peer competing for domestic Danish youth teams that might otherwise attend Dana Cup.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Dana Cup social profiles
Digital presenceDana Cup financial estimates
Financial estimateRevenue estimate
Valuation estimate
Dana Cup leadership team
Management profileNumber of profiles
Profiles3 records
Dana Cup funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Dana Cup 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 Dana Cup
What does Dana Cup do?
Dana Cup organizes and operates international youth football tournaments held annually in Hjørring, Denmark. The organization runs a flagship summer tournament along with related sub-events (Dana Cup Kick Off, Dana Cup Mini) and digital/physical offerings (Dana eCup, Dana Cup Academy, SportsCenter, webshop, app, and livestreaming) that serve participating youth teams, players, coaches, families, and spectators.
Is Dana Cup a public or private company?
Dana Cup is a private company. It is classified as unknown and is currently operating.
When was Dana Cup founded?
Dana Cup was founded in 1982. It employs 11 to 50 people.
Where is Dana Cup based?
Dana Cup is headquartered in Hjørring, Denmark, in the Europe region.
How does Dana Cup make money?
Six revenue lines are on record. Team Registration Fees are the primary driver. The others are merchandise Sales, sponsorship, accommodation Services, transportation Services and livestreaming and Media.
Who are Dana Cup's main competitors?
Direct peers on record are Mediterranean International Cup (MIC Football), Norway Cup, Gothia Cup, Euro-Sportring, Paris World Games, Celtic Cup and SuperCup NI (formerly Milk Cup). Samba Cup / Samba World Cup is listed as an emerging player. Regional players are Boys/Girls Cup Denmark and Junior Cup.
Does Dana Cup have an API?
No public API is recorded for Dana Cup.
What industry is Dana Cup in?
Dana Cup's product category is Youth Sports Tournament / Sports Event Organization. Its primary akta.pro industry code is MPAKADAL, Youth & Junior Tournament Organizers, with a secondary code of MPAKADAB, Championship & Cup Organizers. Its NAICS code is 711219 and its SIC code is 7900.