Footy.dk

What Footy.dk does

Footy.dk is a privately held Danish digital media company headquartered in Copenhagen at Gothersgade 21, founded in spring 2012 by Director/Editor-in-Chief Henrik Kærgaard. The company operates a WordPress-based content portal delivering round-the-clock Danish and international football news, transfer rumors, match coverage, and sports betting tips, and has built a content library of more than 65,000 football articles plus tens of thousands of entertainment, lifestyle, and slide pieces. Since 2017 the platform has expanded into three wholly owned sub-brands — Footy Casino (online casino bonus guides for Danish-licensed operators), Footy Entertainment (celebrity and reality TV content), and Footy Lifestyle (celebrity earnings and lifestyle news) — supplemented by the OddsProfit/Spilforslag betting tips service and Footy Zone.

The business model is direct-to-consumer and ad/affiliate-driven: content is free to readers with no paywall, and monetization flows through (1) affiliate commissions from licensed Danish gambling operators such as Mr. Green (core), Vulkan Vegas, Betinia, and Mr Play Sport, (2) display advertising, and (3) sponsored content. Traffic acquisition is primarily organic via Danish-language SEO and Facebook, with direct navigation as a secondary channel. The company restricts casino affiliate recommendations to operators holding Danish Gambling Authority (Spillemyndigheden) licenses, providing regulatory compliance as a differentiator.

Operationally, Footy.dk employs 11-50 staff, has no disclosed external funding, no parent company, and no acquisitions or M&A history. It is an independently owned, horizontally segmented niche media property serving Danish sports and entertainment enthusiasts, with a narrow geographic focus on Denmark despite global website accessibility. Active publishing continues as of mid-2026, indicating a stable, mature operating business rather than a high-growth venture.

Name

Footy.dk

Legal name

Footy.dk

Website

https://footy.dk

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Footy.dk is a privately held Danish digital media company, founded in 2012 and headquartered in Copenhagen, operating a WordPress-based football news portal with affiliated casino, entertainment, and lifestyle sub-brands, monetized via display advertising and affiliate commissions from Danish-licensed gambling operators.

Ownership category

akta.pro rank

Product category

Sports News Media

akta.pro primary industry

Sportsbook Affiliate & Comparison Sites (MPAEAMAA)

akta.pro secondary industry

Tipsters, Picks & Betting Advice Lead Gen (MPAEAMAE)

Keywords

• Sports news media
• Football journalism
• Affiliate marketing
• Digital publishing
• Sports betting content

Headquarters

HQ city

Copenhagen

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Affiliate Marketing: The site earns commissions through affiliate partnerships with online casino and betting operators, promoting brands like Mr. Green, Vulkan Vegas, and other gambling platforms to Danish audiences.
2. Advertising: Revenue generated through display advertising and sponsored content integrated into the news platform.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Footy.dk operates a free Danish-language digital news and media platform delivering round-the-clock coverage of Danish Superliga and international football, including transfer rumors, match previews, and betting-related editorial content. The portfolio was expanded in 2017 with three content sub-brands — Footy Casino (casino bonus guides for Danish-licensed operators), Footy Entertainment (celebrity and reality TV coverage), and Footy Lifestyle (celebrity earnings and lifestyle pieces) — plus an OddsProfit/Spilforslag section providing expert sports betting tips, odds predictions, and NFL livestream coverage.

Product overview

Footy.dk is a unified digital media platform centered around Danish and international football news, operating as a core news portal supplemented by three content sub-brands added in 2017: Footy Casino (casino bonus guides), Footy Entertainment (celebrity/reality content), and Footy Lifestyle (celebrity earnings and lifestyle). The platform also incorporates OddsProfit/Spilforslag for sports betting tips and expert advice.

Differentiator

Problem solved

Functional benefit

Brands

• Footy Casino: Online casino content and reviews for the Danish market
• Footy Entertainment
• Footy Lifestyle
• Footy Zone
• Oddsprofit

Products and services

• Footy.dk (Core Platform) Danish and international football news portal providing 24/7 coverage of football/soccer news, transfer rumors, match previews, and sports betting tips; a free, advertising- and affiliate-supported digital media site targeting Danish sports fans.
• Footy Casino Online casino comparison and bonus guide section recommending Danish-licensed online casinos with welcome bonuses and game information for Danish readers interested in online gambling.
• Footy Entertainment Entertainment content section featuring celebrity news, reality TV coverage, and lifestyle gossip aimed at Danish readers.
• Footy Lifestyle Lifestyle content section covering celebrity earnings, sports star salaries, and entertainment news for Danish readers.
• OddsProfit / Spilforslag Sports betting tips and expert betting advice service offering daily betting suggestions, odds predictions, and gambling-related content (including NFL livestream coverage) to Danish sports betting audiences.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core and minor.

• Mr. GreencoreGTM or Marketing PartnerMr. Green is a prominent online casino and sportsbook operator featured on Footy.dk through affiliate partnerships. The site promotes Mr. Green's casino bonuses and sports betting services to Danish audiences, earning commission on referred customers.
• Vulkan VegasminorGTM or Marketing PartnerVulkan Vegas casino brand is promoted through Footy.dk's casino section, with affiliate links directing users to the gambling platform.
• BetiniaminorGTM or Marketing PartnerBetinia sports betting and casino platform is featured in Footy.dk's OddsProfit section, providing betting tips and promotional offers.
• Mr Play SportminorGTM or Marketing PartnerMr Play Sport betting platform featured in the site's sports betting affiliate network.
• Spillemyndigheden (Danish Gambling Authority)coreOthersFooty.dk's casino section only recommends operators with Danish gambling licenses issued by Spillemyndigheden, ensuring compliance with Danish gaming regulations and consumer protection standards.

Scale indicators5 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• SpilXperten: SpilXperten is a Danish betting tips and odds comparison site providing expert picks across sports. It mirrors the betting-advice lead-generation function of Footy's OddsProfit vertical.
• Tipsbladet.dk: Tipsbladet.dk is a Danish football-focused media platform providing news, betting tips, and odds content. It overlaps directly with Footy.dk's core football news plus OddsProfit betting tips offering.
• bold.dk: bold.dk is a leading Danish sports news site focused on football and other sports, with similar content-led monetization. It is the closest direct competitor to Footy.dk within the Danish-language sports media market.

Others

• Mr Green: Mr Green is a flagship online casino and sportsbook operator and Footy.dk's most prominent affiliate partner. As an ecosystem participant, it is comparable because Footy's business model and a significant share of its revenue are tied to Mr Green's affiliate program.
• NordicBet: NordicBet is a leading Nordic sportsbook operator with strong presence in Denmark. It is relevant as a potential affiliate partner for Footy.dk and represents the type of licensed operator ecosystem Footy's casino and odds sections are built around.
• Betinia: Betinia is a sports betting and casino operator featured in Footy.dk's OddsProfit section. As a partner, it sits within Footy's affiliate ecosystem and represents a comparable monetization path for sports media sites.

Broad incumbents

• Oddschecker: Oddschecker is a global odds comparison and betting affiliate platform. It is comparable to Footy.dk's OddsProfit and affiliate-driven sections as a leader in sportsbook affiliate lead generation, though operating at much larger scale internationally.
• Ekstra Bladet: Ekstra Bladet is one of Denmark's largest tabloid newspapers with extensive sports coverage including Danish football. As a broad incumbent it competes for sports news audience attention and advertiser spend, and operates its own betting affiliate partnerships.
• TV 2 Sporten: TV 2 Sporten is the sports division of Denmark's main commercial broadcaster and a dominant sports news destination. It competes broadly for Danish football audiences and advertising spend against niche sports media like Footy.dk.
• BT.dk: BT is a major Danish national newspaper with a strong sports section covering football and Superliga. It competes with Footy.dk for Danish football news readership and advertising budgets at a much larger scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/Footy.dk
• Xx.com/footy_dk
• LinkedInlinkedin.com/company/footy-dk

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries3 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 Footy.dk