What Herlev Eagles does

Herlev Eagles is a Danish professional ice hockey club competing in the Metal Ligaen, operated through the private limited company Elitehockey ApS (CVR 33365357) and based at Martinsen Arena, Tvedvangen 204, Herlev, Denmark. The club generates revenue across seven identifiable streams: individual match tickets (80 DKK online / 120 DKK at the door for regular season; 125/150 DKK for playoff), the UNLIMITED Hockey monthly subscription (119 DKK standing / 139 DKK seating with a 499 DKK registration fee) that bundles home and away Metal Ligaen access, official merchandise via a Venue Manager-powered e-commerce shop, a tiered corporate sponsorship book (main partners Sparekassen Danmark, E. Trasborg, Martinsen, Bauer, Dansk Metal; plus gold, silver, and bronze tiers), VIP hospitality (Casual Clothing Lounge at 37,500 DKK/season and VIP Balkon at 400 DKK/person), ice and equipment rental for corporate events (4,500-7,500 DKK), and the Ørneborgen fan-spot program (500 DKK/season). Technology is conventional: Venue Manager ticketing, the Metal Ligaen mobile app (iOS/Android), and standard Danish payment rails (Dankort, Visakort, MobilePay). The club also runs the Powerplay business networking program (~12+ member companies) and operates with a lean paid headcount of 11-50 supplemented by 60-75 volunteers.

Name

Herlev Eagles

Legal name

Elitehockey ApS

Website

https://herleveagles.dk

Company type

Private

Founded year

1981

Operating status

Operating

Headcount range

11–50 employees

Short description

Herlev Eagles is a Danish professional ice hockey club competing in the Metal Ligaen, based at Martinsen Arena in Herlev, Denmark, generating revenue from tickets, season subscriptions, merchandise, sponsorships, and VIP hospitality for local fans, families, and corporate partners.

Ownership category

akta.pro rank

Product category

Professional Sports Entertainment

NAICS

Sports Teams and Clubs (711211), Spectator Sports (71121)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Sports Events & Match Tickets (THAJAFAE)

akta.pro secondary industry

Hospitality, VIP & Experiential Sponsorship (Suites, Fan Zones, On-Site Activations) (MPAKALAH)

Keywords

• Professional ice hockey
• Season ticket subscriptions
• Sports merchandise sales
• Corporate sponsorship packages
• Live sports entertainment

Headquarters

HQ city

Herlev

HQ country

Denmark

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Ticket Sales: Revenue from individual game tickets sold online and at the door for Metal Ligaen matches, playoff games, and exhibition matches.
2. Season Pass Subscription (UNLIMITED Hockey): Monthly subscription model providing access to all home games in the regular season plus away games across Metal Ligaen clubs. Standing seats start at 119 kr./month, seating at 139 kr./month with 499 kr. registration fee.
3. Merchandise Sales: E-commerce sales of branded merchandise including jerseys, apparel, accessories, and gift cards through the club's online shop.
4. Corporate Sponsorship: Multi-tiered sponsorship packages including arena naming rights (Martinsen Arena), main partner sponsors, gold/silver/bronze tier partners, VIP lounge partnerships, and advertising around the rink (boards, cube, seating areas). Also includes match sponsorship opportunities.
5. VIP Lounge Revenue: Casual Clothing Lounge offers season buffet packages at 37,500 DKK ex. VAT for 24+ home games. VIP Balkon experiences at 400 DKK ex. VAT per person (minimum 4 persons) including tapas and white wine.
6. Ice and Equipment Rental: Corporate events, team building activities, and private rentals of ice time with equipment and instructors for company events, bachelor parties, etc. Prices range from 4,500-7,500 DKK depending on group size.
7. Ørneborgen Fan Support: Individual numbered spot sponsorship in the arena for 500 DKK per season, with prize drawings at each home game.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels7 records

Core offering

Herlev Eagles is a professional ice hockey club that delivers live match-day sports entertainment at Martinsen Arena in Herlev, Denmark. Its core commercial offerings include individual game tickets, the UNLIMITED Hockey monthly subscription season pass, branded merchandise sold via an online webshop, VIP hospitality experiences (Casual Clothing Lounge and VIP Balkon), corporate ice and equipment rentals, and multi-tiered sponsorship packages for business partners. The club competes in the Metal Ligaen and provides community engagement through the Powerplay B2B networking program and Ørneborgen fan support initiative.

Product overview

Herlev Eagles is a professional ice hockey club operating as a sports entertainment business offering multiple integrated products and services. The core product is the ice hockey team competing in Metal Ligaen, supported by a digital ticketing and season pass ecosystem built on Venue Manager and the Metalligaen App. The main revenue streams include Unlimited Hockey subscriptions (monthly season ticket packages with broad league access), individual ticket sales, and official merchandise sold through the online webshop. The club also operates complementary services including VIP experiences (Balkon and Casual Clothing Lounge), ice/equipment rental for corporate events, and customizable sponsorship packages with tiered partnership levels. All products are unified under the Herlev Eagles brand and centered around match day experiences at Martinsen Arena.

Differentiator

Problem solved

Functional benefit

Brands

• UNLIMITED HOCKEY: Season ticket subscription program offering unlimited access to all home and away games in the Metal Ligaen grundspil.

Products and services

• UNLIMITED Hockey Season Subscription Monthly subscription season pass providing access to all Herlev Eagles home games in the regular season and playoffs, plus away games across all Metal Ligaen clubs (except SønderjyskE). Standing tier 119 DKK/month and seating tier 139 DKK/month, with a one-time registration fee of 499 DKK (discounted if purchased early in the off-season). Includes complimentary beverages at games; 80% attendance required for playoff access.
• Individual Game Tickets Single-match ticket sales for Metal Ligaen regular season, playoff, and exhibition matches at Martinsen Arena. Adult online tickets 80 DKK (regular season) / 125 DKK (playoffs), with 10 DKK fee per ticket; door prices 120 / 150 DKK. Children 0-14 free standing or 25 DKK seating (regular season) and half-price during playoffs.
• Herlev Eagles Branded Merchandise Official branded merchandise sold via the Herlev Eagles webshop: knit gloves (135 DKK), neck gaiters (110 DKK), gift cards (from 50 DKK), mini jerseys (85 DKK), long-sleeve t-shirts (260 DKK), water bottles (90 DKK), pompom hats (210 DKK), flags (35 DKK), and CCM winter jackets (200 DKK, was 599 DKK). Fulfillment via PostNord.
• Ice and Equipment Rental Rental of ice time and equipment at Herlev Skøjtehal for corporate events, team-building activities, bachelor parties, and private celebrations. Packages include 50 minutes of ice time, instruction, equipment for up to 30 players and 2 goalies, and referees. Pricing: 4,500 DKK (0-10 persons), 6,000 DKK (11-15), 7,500 DKK (16-25). Additional 500 DKK for real goalies.
• Casual Clothing Lounge (VIP Lounge) Renovated VIP lounge serving buffet, beer, water, wine, and cake for 24+ home games per season at 37,500 DKK ex. VAT. Provides access to business networking events including Powerplay monthly meetings. Also available for weekday business meetings from 5,000 DKK.
• VIP Balkon Experience Per-match VIP balcony experience including first-row match tickets, a tapas arrangement for four persons, and a bottle of white wine. Priced at 400 DKK ex. VAT per person, minimum 4 persons.
• Corporate Sponsorship Packages Multi-tiered corporate sponsorship offerings including arena naming rights (Martinsen Arena), main partner sponsorships (Sparekassen Danmark, E. Trasborg, Martinsen, Bauer, Dansk Metal), gold partners (Primatag, VW Gladsaxe, Skoda Gladsaxe), silver partners (Capio, Ceas, Cecilie's, SATS, and 14 others), bronze partners (NPV, Scantruck, BDO, Føtex, and 34 others), arena advertising (boards, cube, ice, tribunes), and match sponsorship opportunities.
• Powerplay Business Network Membership Monthly business networking group that meets at Martinsen Arena, combining structured B2B networking with Herlev Eagles hockey game experiences. Member companies include Norplan, Taurus, Dyro, CC Tours, Loddestokken, Smart Parking, Primatag, Gyde Training, Distinto, Bygma, Riis og Bisgaard, HF VVS, and Regatta.
• Ørneborgen Numbered Supporter Spot Sponsorship Numbered spot sponsorship in the Ørneborgen (Eagle Castle) supporter section of the arena, available for 500 DKK per season, with prize drawings at each home game for participating supporters. Payments processed via MobilePay.

Quantifiable outcome

• Bronze medal in 2023 - first medal in 35 years
• +2 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Partnerships

21 partnerships are on record, tiered core, flagship, major, minor and standard.

• Sparekassen DanmarkcoreStrategic or Co-development Partner · 24 June 2026Sparekassen Danmark (Denmark's largest guarantee savings bank and sixth largest financial institution) became a main partner alongside E.Trasborg A/S and Martinsen Rådgivning & Revision. Multi-year agreement focused on local community development and shared ambitions for hockey in Herlev through the Lyngby branch.
• Martinsen Rådgivning & RevisioncoreStrategic or Co-development PartnerArena naming partner - Martinsen Arena. Accounting and advisory firm with strong local ties to Herlev community.
• BauercoreStrategic or Co-development PartnerMain partner (hovedpartner) - international hockey equipment manufacturer providing gear and equipment partnership.
• Dansk MetalcoreStrategic or Co-development PartnerMain partner and league sponsor (hovedsponsor). Trade union providing free match tickets for members and companions to all regular season games. Verification through membership number in ticket system.
• Casual ClothingflagshipStrategic or Co-development PartnerVIP Lounge naming partner - renovated the lounge and sponsors the space. Provides official clothing partnership for the club. Premium corporate hospitality venue for 37,500 DKK per season.
• Faxe KondimajorStrategic or Co-development PartnerBrewery partner (Bryggeri Partner) - Danish soft drink and beverage company.
• Q8minorOthersFuel station partner listed on partner overview page.
• E. Trasborg A/ScoreStrategic or Co-development PartnerHaulage and logistics company, main partner alongside Sparekassen Danmark and Martinsen. Strong local Herlev business ties.
• Herlev KommunemajorStrategic or Co-development PartnerMunicipality partner providing community support and local government backing for the club's operations.
• Team HerlevmajorStrategic or Co-development PartnerLocal sports club network/organization in Herlev supporting club development.
• LH HockerupminorStrategic or Co-development PartnerListed partner on main website.
• RD BreunningminorStrategic or Co-development PartnerListed partner on main website.
• Gold Partners (Primatag, VW Gladsaxe, Skoda Gladsaxe)majorStrategic or Co-development PartnerPremium tier sponsors receiving enhanced visibility and brand placement.
• Silver Partners (Capio, Ceas, Cecilie's, SATS, and 14 others)standardStrategic or Co-development PartnerMid-tier sponsors with moderate brand exposure and partnership benefits.
• Bronze Partners (NPV, Scantruck, BDO, Føtex, and 34 others)minorStrategic or Co-development PartnerEntry-level sponsors receiving basic branding and visibility benefits.
• Venue ManagercoreTechnology or IntegrationTechnology partner providing the ticketing system, app platform, and digital ticket management infrastructure used across Metal Ligaen clubs.
• Metalligaen (Metal Ligaen)coreStrategic or Co-development PartnerThe Danish professional ice hockey league governing body. Coordinates league schedule, statistics, broadcasting, and centralized ticketing through Metal Ligaen app.
• Dansk Ishockey UnionmajorStrategic or Co-development PartnerNational ice hockey federation governing the sport in Denmark. Required partnership for league operations and international competition.
• Asiago Hockey 1935minorStrategic or Co-development PartnerItalian host club for Continental Cup 2027 Group D. Eagles will compete against Asiago, Nomad Astana, and qualifier winner in November 2026.
• Nomad AstanaminorStrategic or Co-development PartnerFormer Continental Cup champions from Kazakhstan. Group D opponent for the 2027 Continental Cup in Asiago, Italy.
• Powerplay Network Members (Norplan, Taurus, Dyro, CC Tours, Loddestokken, Smart Parking, Primatag, Gyde Training, Distinto, Bygma, Riis og Bisgaard, HF VVS, Regatta)standardChannel Partner/ Reseller/ DistributorMonthly networking group meeting at Martinsen Arena combining Eagles games with B2B networking. 12+ member companies from various industries including construction, IT, transport, real estate, and fitness.

Scale indicators7 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Rungsted Seier Capital: Rungsted is a Metal Ligaen club from the northern Zealand region, comparable in size and market dynamics to Herlev. Direct peer competing in the same league.
• Herning Blue Fox: Herning Blue Fox is a Metal Ligaen club and historically one of the league's most successful teams. Direct league competitor with shared sponsorship, ticketing, and broadcast infrastructure.
• Aalborg Pirates: Fellow Metal Ligaen club based in Aalborg, Denmark. Direct peer competing in the same league with the same ticketing and sponsorship model, typically one of the larger-draw clubs in the league.
• SønderjyskE Ishockey: SønderjyskE (formerly Sønderjyske) is a Metal Ligaen club and one of the league's stronger franchises. Comparable as a direct league competitor with similar ticketing, sponsorship, and broadcast dynamics.
• Frederikshavn White Hawks: Frederikshavn White Hawks is a Metal Ligaen club in northern Jutland. Direct peer in the same league, operating with a similar community-club model and ticketing infrastructure.
• Esbjerg Energy: Esbjerg Energy is a Metal Ligaen club based in Esbjerg, Denmark. Direct peer in the same league, sharing ticketing, broadcast, and league-level sponsorship dynamics.
• Odense Bulldogs: Odense Bulldogs is a Metal Ligaen club competing in the same league. Direct peer with similar revenue mix from tickets, sponsorship, and merchandise.
• Rødovre Mighty Bulls: Rødovre Mighty Bulls is Herlev's local Copenhagen-area rival in the Metal Ligaen. Most direct peer due to geographic proximity and the documented 13-game winning streak rivalry.

Regional players

• Asiago Hockey 1935: Asiago Hockey 1935 is an Italian hockey club and host of Continental Cup 2027 Group D where Herlev will compete. Comparable as a similarly-sized European hockey club competing in the same international tournament tier.
• Lillehammer IK: Lillehammer IK is a Norwegian professional hockey club where Herlev's new head coach Johan Åkerman previously coached. Comparable as a Nordic second-tier professional hockey club with similar community-based operations.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCIemFMi3KQ3nDnVjAN31qtg
• Facebookfacebook.com/HerlevEagles
• Instagraminstagram.com/herleveagles
• Xx.com/herleveashl
• LinkedInlinkedin.com/company/herlev-eagles

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 Herlev Eagles