AC Horsens

What AC Horsens does

AC Horsens (legal entity: Fodboldalliancen AC Horsens A/S, CVR 89943728) is a privately held Danish professional football club competing in the Danish Superliga and based at Nordstern Arena Horsens (also referred to as Hybel Arena Horsens / CASA Arena Horsens) in Horsens, Denmark. The club sells match tickets, three tiers of subscription-based season cards (Sæsonkort Basis, Plus+, Premium at 99–189 DKK/month for adults), merchandise through partner Sport24, and corporate sponsorship packages that bundle brand exposure, VIP hospitality, and access to the Handelsnetværk business networking groups (4–5 groups of 30–35 members each, ~175 professionals, 9,000 DKK/year per member) that have operated since 2010.

The digital stack consists of a proprietary mobile app (iOS/Android, with Apple Wallet and Google Pay support), the ach.eventii.dk ticketing platform integrated with LigaLogin for cross-club authentication, a Partner-login portal for sponsors, and a CRM-light email and social media presence across Instagram, Facebook, YouTube, TikTok, Bluesky, and LinkedIn. Performance operations rely on Hudl Sportscode, Hudl Studio, and Hudl Insights for video and player-development analytics, with first-team and academy coaching staff covering U13 through senior level.

The business model is a hybrid of recurring subscription revenue (season cards, Handelsnetværk membership), enterprise sponsorship and hospitality sales, episodic matchday ticket sales, and outsourced merchandise distribution. Community and CSR positioning is reinforced through AC For Horsens, SuperDysten (a charity competition targeting DKK 1m for the CoolUnite Foundation), the KICKBACK program reinvesting season card revenue into 22 INSERO Klubsamarbejde partner clubs, and the Too Good To Go partnership for surplus food — the first such arrangement for a top-flight Danish club. Governance rests with chairman Bill Binnie and a board including family members Adam and Colin Binnie, with executive leadership comprising CEO Jacob Jørgensen, CFO Nicolai Mundbjerg Jensen, and COO Michelle Adsbøl Nielsen.

Name

AC Horsens

Legal name

Fodboldalliancen AC Horsens A/S

Website

https://achorsens.dk

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

11–50 employees

Short description

AC Horsens is a privately held Danish Superliga football club that sells subscription-based season cards, match tickets, merchandise, and corporate sponsorship packages bundled with the Handelsnetværk business networking program to fans, local East Jutland businesses, and 175+ business professionals.

Ownership category

akta.pro rank

Headquarters

HQ city

Horsens

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Season card subscriptions: Monthly subscription model (Basis, Plus+, Premium tiers) with a 6-month binding period and monthly fee structure ranging from 99 to 189 DKK per month for adults, with discounted rates for students and children. Season cards are delivered digitally via app or wallet.
2. Sponsorship and hospitality: Corporate sponsorship packages offering brand exposure at Nordstern Arena Horsens, access to VIP hospitality events, and inclusion in business networking groups. Sponsors gain access to an attractive business network and exclusive experiences for clients and employees.
3. Handelsnetværk (Trade network membership): Annual membership in networking groups at 9,000 DKK per person per year, with 4-5 groups of 30-35 members each. Includes morning meetings, company visits, reference exchange, lead generation, and networking. Over 175 business professionals participate.
4. Matchday tickets and merchandise: Individual match tickets sold via ach.eventii.dk and on the physical ticket wagon on match days (with a surcharge for physical tickets). Merchandise sold via Sport24 (external partner).
5. KICKBACK to local clubs: Revenue reinvested from season card sales to 22 partner clubs in the INSERO Klubsamarbejde, creating a community ecosystem. Kickback amount is determined by season card purchase price and match attendance percentage.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels6 records

Core offering

AC Horsens is a Danish Superliga football club that sells live professional football as entertainment: season-ticket subscriptions (Basis, Plus+ and Premium), single-match tickets, corporate sponsorship with stadium exposure, VIP hospitality packages, the Handelsnetværk business networking membership at 9,000 DKK per year, and official merchandise distributed through Sport24. The club also operates a youth academy (Young AC Horsens) and the AC For Horsens CSR programme supporting 22 local partner clubs.

Product overview

AC Horsens is a professional football club competing in the Danish Superliga. The product portfolio consists of a digital fan engagement ecosystem built around the AC Horsens App, combined with ticket and season ticket products (Sæsonkort Basis, Plus+, and Premium tiers) available via digital wallets (Apple Wallet, Google Pay). Revenue-generating offerings include VIP Hospitality packages, sponsorship exposure packages, and Handelsnetværk business networking groups. The club's CSR initiative AC For Horsens encompasses the SuperDysten charity competition and KICKBACK youth club support program, while INSERO Klubsamarbejdet connects 22 local cooperation clubs.

Differentiator

Problem solved

Functional benefit

Brands

• AC For Horsens: CSR initiative supporting social responsibility and community initiatives in Horsens and surrounding areas.
• Young AC Horsens
• Handelsnetværket
• INSERO Klubsamarbejdet

Products and services

• AC Horsens Mobile App Official AC Horsens mobile application giving fans digital access to their season tickets and match tickets, transfer news push notifications, in-stadium quiz competitions, player-of-the-match voting, and prize management. Distributed via iOS App Store and Google Play under onelink.to/8jcg2w.
• Sæsonkort Basis (Season Ticket - Basis) Entry-level season ticket providing access to all AC Horsens home matches at Nordstern Arena Horsens for the 26/27 season. Sold as a monthly subscription with a 6-month binding period, with discounted rates for students, pensioners and children aged 3-15. Season card delivered digitally via app, Apple Wallet or Google Pay.
• Sæsonkort Plus+ (Season Ticket - Plus+) Mid-tier season ticket offering a fixed reserved seat on Nordstern Arena plus a 10 DKK match-day discount on beverages and snacks. Adult 159 DKK/month, student/pensioner 139 DKK/month, child 99 DKK/month on a 6-month binding.
• Sæsonkort Premium (Season Ticket - Premium) Top-tier season ticket including a sausage plate (Langemark 200g, bread and dip) and a beer or water per match, a named reserved seat, an exclusive physical Premium card, 10 DKK beverages discount, fast seating and the ability to transfer tickets to friends and family. Adult 189 DKK/month.
• Match Tickets (Billetter) Individual match tickets for AC Horsens home games at Hybel Arena Horsens, sold online via ach.eventii.dk (LigaLogin), through the AC Horsens app, or at the physical ticket booth on match days (with surcharge). Tickets are scannable via QR from app, email or print.
• VIP Hospitality Premium hospitality experience for businesses inviting clients, network contacts or employees to football in exclusive settings at Nordstern Arena Horsens, including pre-match VIP events with food and beverages ad libitum from sponsor suppliers, free beverages during the match and personal service staff.
• Handelsnetværk (Business Network Membership) Annual business networking membership operated by AC Horsens since 2010, organised into 4-5 groups of 30-35 members each split by competence. Includes 10 morning meetings (7:30-9:30), company visits, reference exchange, lead generation, knowledge sharing, professional presentations and speed networking at 9,000 DKK per person per year (excl. VAT).
• Sponsorship Exposure (Eksponering) Tailored marketing exposure packages for businesses to reach local and national audiences through AC Horsens branding at Hybel Arena Horsens (CASA Arena). Designed per client needs around signage, digital and hospitality inventory.

Quantifiable outcome

• Over 175 business professionals in Handelsnetværk networking groups
• +3 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

Integration7 records

AI capability2 records

Partnerships

Eight partnerships are on record, tiered minor and core.

• Hybel HuseminorOthersHybel Huse is a sponsor of AC Horsens, appearing in the club's partner logo section on the website footer. As a housing/construction company, they support the club as part of their local brand marketing efforts in the Horsens region.
• ComeOn (Sport & Casino)minorOthersComeOn is a sports betting and casino brand that sponsors AC Horsens, appearing in the partner logo section. They provide sports-related entertainment and gaming sponsorship to the club.
• P-olesenminorOthersP-olesen is a sponsor of AC Horsens, appearing in the club's partner logo section on the website footer. Nature of sponsorship is brand partnership and local marketing support.
• VELUXminorOthersVELUX is a major international sponsor of AC Horsens, appearing prominently in the partner logo section. VELUX is a global manufacturer of roof windows and skylights, providing significant brand sponsorship to the club.
• Sport24coreChannel Partner/ Reseller/ DistributorSport24 is the official merchandise partner of AC Horsens, selling official club merchandise (jerseys, apparel) at sport24.dk/ac-horsens-shop and their physical store at Bytorv Horsens. Sport24 also hosts official jersey launch events for the club, such as the 2026/27 jersey launch on 22 July at their Bytorv Horsens location.
• Too Good To GominorOthersAC Horsens partnered with Too Good To Go as the first top club in Denmark to sell surplus food from sponsor buffets at home matches at CASA Arena Horsens through the Too Good To Go app, combating food waste and reducing CO2 emissions.
• INSERO Klubsamarbejde (22 local clubs)coreOthersAC Horsens has established the INSERO Klubsamarbejde, a network of 22 local football clubs in the Horsens area. The initiative supports local youth football development, and the KICKBACK program reinvests season card revenue back to these partner clubs based on season card holders and match attendance.
• Too Good To GominorOthersToo Good To Go partnership allows AC Horsens to sell surplus food from sponsor buffets at home matches to fans via their app, making AC Horsens the first top club in Denmark to participate. The initiative saves food and reduces CO2 emissions.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• AaB (Aalborg BK): Danish Superliga/1st Division club from Aalborg (North Jutland); comparable regional club competing for sponsorship and fan attention across Jutland.
• FC Midtjylland: Danish Superliga club based in Herning (Central Jutland); similarly mid-sized provincial Superliga club with broad commercial/sponsorship model and academy focus, making it the closest comparable to AC Horsens by scale and market profile.
• OB (Odense Boldklub): Danish Superliga club from Odense on Funen; comparable mid-tier club with diversified season card, sponsorship and merchandise revenue similar to AC Horsens' setup.
• Vejle BK: Smaller Danish Superliga club from Vejle in Jutland, recent promotion-cycle club with similar profile to AC Horsens in terms of provincial fanbase and corporate sponsor base.
• Viborg FF: Danish Superliga club from Viborg (Central Jutland); comparable provincial Superliga club with a similar mix of matchday, sponsorship and academy-driven economics.
• Silkeborg IF: Danish Superliga club from Silkeborg (Central Jutland); similar mid-tier Superliga positioning, developing academy and provincial commercial profile.
• Randers FC: Danish Superliga club from Randers (close to Horsens in East Jutland); similarly sized regional club with comparable revenue mix across tickets, sponsorship and Hospitality.
• AGF Aarhus: Danish Superliga club also located in Jutland with similar geographic sponsorship catchment in East Jutland; directly competes with AC Horsens for regional corporate sponsors and Hospitality spend.

Broad incumbents

• Brøndby IF: Major Copenhagen-area Superliga club with a far larger fanbase, season card base and sponsorship scale; serves as a broader incumbent benchmark for Superliga commercial models AC Horsens could mature into.
• FC København: Dominant Danish Superliga club and the country's flagship commercial operation; relevant as the upper-end benchmark for sponsorship, Hospitality and digital ticketing practices that AC Horsens' Handelsnetværk and wallet-enabled ticketing approach eventually compete against.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xbsky.app/profile/achorsens.bsky.social
• YouTubeyoutube.com/user/ACHorsensGule
• Facebookfacebook.com/achorsens
• LinkedInlinkedin.com/company/ac-horsens
• Instagraminstagram.com/ac_horsens
• TikToktiktok.com/@achorsens8700

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 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 AC Horsens