Dana Cup

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.

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

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

• Youth football tournament
• International sports event
• Football competition
• Sports tournament organizer
• Youth sports event

Headquarters

HQ city

Hjørring

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. 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
2. Merchandise Sales: Official Dana Cup merchandise sold through Sports World partnership and Dana Cup webshop
3. 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
4. Accommodation Services: School accommodation, hotel bookings, and camping/glamping services coordinated by Dana Cup
5. Transportation Services: Airport/train transfers and local transport services through partner Jørns Busrejser
6. Livestreaming and Media: Streaming of matches through Spiideo and Veo partnerships, generating viewership and potential future monetization

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core 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

Named customers5 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature3 records

Partnerships

14 partnerships are on record, tiered core, minor and flagship.

• Hjørring Kommune (Climate Partner)coreStrategic or Co-development Partner · 25 August 2025Dana 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 1000coreStrategic or Co-development Partner · 25 August 2025REMA 1000 is a CSR partner alongside Arctic Import, focusing on sustainability initiatives and responsible business practices at Dana Cup.
• Fynbo FoodscoreGTM or Marketing Partner · 3 June 2025Fynbo Foods is Dana Cup's 'sweetest partner' (sødeste partner), providing confectionery and food products for the tournament. Partnership extended multiple times.
• Outnature by VESTEVENTminorGTM or Marketing Partner · 27 May 2025New partnership in 2025 for outdoor activities and experiences in the Dana Cup event area, providing adventure activities for participants.
• Craft SportswearminorGTM or Marketing Partner · 5 March 2025Craft Sportswear partnership announced in April 2025 for sportswear and equipment provision.
• NormalcoreGTM or Marketing Partner · 18 June 2024Normal is a new Dana Cup partner announced in June 2024, with partnership extended in April 2025. Provides retail products and promotional support.
• Royal UnibrewcoreGTM or Marketing Partner · 12 June 2024Royal Unibrew is a beverage partner for Dana Cup, with the partnership extended in June 2024. Provides beverages for participants and event operations.
• Sports WorldcoreGTM or Marketing Partner · 7 June 2024Sports 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 SommerlandcoreGTM or Marketing Partner · 5 June 2024Fårup 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 FoodservicecoreStrategic or Co-development Partner · 21 May 2024Arctic 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 BusrejsercoreImplementation/ SI/ Consulting Partner · 21 May 2024Jørns Busrejser is the official transport partner for Dana Cup, providing bus transportation services to and from the tournament and between venues.
• SpiideocoreTechnology or Integration · 16 June 2023Spiideo provides video streaming and recording technology for Dana Cup matches, enabling automated streaming from multiple pitches simultaneously.
• Euro-SportringcoreChannel Partner/ Reseller/ Distributor · 23 March 2022Dana Cup is part of the Euro-Sportring network, a collaboration of youth football tournaments across Europe that helps recruit international teams.
• BambusaflagshipGTM or Marketing Partner · 6 December 2021Bambusa 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

Direct 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

• YouTubeyoutube.com/channel/danacup
• Facebookfacebook.com/danacuphjorring
• Instagraminstagram.com/danacup
• Xx.com/DanaCupHjorring
• LinkedInlinkedin.com/company/danacup

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Dana Cup