Sport & Event Park Esbjerg

What Sport & Event Park Esbjerg does

Sport & Event Park Esbjerg (SEPE) is a privately held Danish multi-venue sports facility and event operator headquartered in Esbjerg, with operations spanning Esbjerg and Bramming municipalities in Sydvestjylland (Southwest Jutland). The organization operates an integrated campus of eight or more facilities, including elite-grade venues — Blue Water Arena (17,128-seat UEFA-compliant football stadium), Blue Water Dokken (2,549-seat multi-purpose arena), Granly Hockey Arena (3,863-seat ice hockey venue opened 2019), Esbjerg Atletikstadion (8,000-capacity), Esbjerg Badmintoncenter, and Svømmestadion Danmark (10,000 sqm aquatic complex) — alongside community-level assets such as Veldtofte Idrætspark, Guldager Idrætscenter, Bramming Kultur- & Fritidscenter, Bramming Svømmehal, and Esbjerg Spa & Wellness.

Its customer base spans professional sports clubs (Esbjerg fB, Team Esbjerg, Ribe-Esbjerg HH, Esbjerg Energy), amateur sports associations booking through the KMD Foreningsportal, schools using facilities for physical education, corporate clients for events and meetings, and individual consumers who subscribe to the PULS Sport & Motion fitness membership or pay per use for swimming, wellness, ice hockey rental, and event tickets via the SEPE Webshop (shop.sepe.dk). A national Kulturpas pilot program (2025–2026) additionally gives SEPE access to ~53,000 NEET youth aged 15-24 with subsidized spending.

Revenue is generated through four primary streams: recurring PULS Sport & Motion and swimming subscriptions; facility rental and association bookings (KMD Foreningsportal); event-driven ticket sales and merchandise via shop.sepe.dk; and ancillary wellness, drop-in, and corporate event fees. The go-to-market is direct-to-consumer across all segments, with no third-party distributors. SEPE operates under a strategic partnership with Esbjerg Kommune, positioning itself as an active participant in the municipality's growth strategy and sustainability agenda aligned with UN SDG 17. The company does not disclose financials, has no recorded funding rounds, no subsidiaries, and no management team profiles in publicly available materials.

Name

Sport & Event Park Esbjerg

Legal name

Sport & Event Park Esbjerg

Website

https://sepe.dk

Company type

Private

Founded year

1926

Operating status

Operating

Headcount range

101–250 employees

Short description

Sport & Event Park Esbjerg is a privately held Danish multi-venue sports and event facility operator in Esbjerg and Bramming, running elite and community sports venues for professional clubs, amateur associations, schools, individuals, and event attendees under a PULS membership and ticketing model.

Ownership category

akta.pro rank

Headquarters

HQ city

Esbjerg

HQ country

Denmark

HQ region

Europe

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Facility Memberships (PULS Sport & Motion): Monthly subscription memberships providing access to sports facilities including gyms, halls, and courts across SEPE's locations. Includes member card access system.
2. Swimming Subscriptions: Monthly swimming subscriptions with annual or period-based commitment, personal profile required, optional pause for illness over 1 month.
3. Facility Rental / Booking: Revenue from renting out sports facilities (halls, courts, fields, ice rinks) to sports clubs, schools, companies, and individuals. Prices determined by facility type and booking duration (individual, season, or event).
4. Event Ticket Sales: Ticket sales for organized events including Esbjerg Ølmesse, Bramming Bike Challenge, EfB Elite Cup, swimming competitions, and other sporting/major events through shop.sepe.dk.
5. PULS Sport & Motion Drop-in / Day Pass: Pay-per-use access to PULS facilities for non-members, offering flexibility for casual users.
6. Merchandise and Clothing Sales: Sale of branded clothing and promotional products via SEPE Webshop (shop.sepe.dk).

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Sport & Event Park Esbjerg operates and manages a network of sports, recreation, wellness, and event venues in Esbjerg and Bramming, Denmark. Core offerings include flexible fitness memberships (PULS Sport & Motion), swimming subscriptions, hourly/seasonal facility rentals for clubs, schools, and companies, event hosting and ticketing through shop.sepe.dk, wellness and spa services, and merchandise sales. Customers range from individual fitness enthusiasts and local sports clubs to professional teams (Esbjerg fB, Team Esbjerg, Esbjerg Energy) and corporate event organizers.

Product overview

Sport & Event Park Esbjerg is a multi-venue sports and event management organization operating as a unified platform of facilities rather than a single software product. The portfolio includes Blue Water Arena (football stadium), Blue Water Dokken (multi-purpose arena), Granly Hockey Arena (ice rink), Esbjerg Atletikstadion (track and field), Esbjerg Badmintoncenter, Svømmestadion Danmark (aquatic center), Bramming Svømmehal (swimming hall), Esbjerg Spa & Wellness, Veldtofte Idrætspark, Guldager Idrætscenter, and Bramming Kultur- & Fritidscenter. The organization offers PULS Sport & Motion fitness memberships, the SEPE Webshop for tickets and merchandise, facility booking services, and comprehensive event management. These facilities collectively form a sports campus providing training, events, and experiences for both elite athletes and recreational users in the Esbjerg area.

Differentiator

Problem solved

Functional benefit

Brands

• PULS Sport & Motion: Flexible local fitness offering providing access to Esbjerg's best sports facilities
• Svømmestadion Danmark
• Esbjerg Spa & Wellness
• Blue Water Arena
• Blue Water Dokken
• Granly Hockey Arena
• Esbjerg Badmintoncenter
• Veldtofte Idrætspark
• Guldager Idrætscenter
• Bramming Kultur- & Fritidscenter

Products and services

• PULS Sport & Motion

Quantifiable outcome

• 10,000 sqm of swimming facilities at Svømmestadion Danmark
• +2 more outcomes

Named customers6 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature3 records

Partnerships

Five partnerships are on record, tiered core.

• Esbjerg MunicipalitycoreStrategic or Co-development PartnerSport & Event Park Esbjerg operates in close partnership with Esbjerg Kommune, functioning as a key partner in the municipality's growth strategy and sustainable development goals. SEPE's mission includes supporting active lifestyle initiatives and community development in the Esbjerg area, aligned with the municipality's objectives.
• Kulturpas (national pilot program)coreStrategic or Co-development PartnerSEPE is an approved Kulturpas operator - a nationwide pilot program (summer 2025 to end of 2026) targeting approximately 53,000 young people aged 15-24 who are outside education, employment, and training. Kulturpas provides a digital prepaid Mastercard with 1,000 DKK/year to spend at approved cultural and sports operators including SEPE.
• EfB (Esbjerg fB)coreStrategic or Co-development PartnerEsbjerg fB uses Blue Water Arena as its home ground. SEPE hosts and provides elite-level football facilities for the professional club as part of its elite sports operations.
• Team Esbjerg and Ribe-Esbjerg HH (handball)coreStrategic or Co-development PartnerTop-tier handball clubs use Blue Water Dokken as their home arena. SEPE provides elite-level handball facilities as part of its professional sports operations.
• Esbjerg Energy (ice hockey)coreStrategic or Co-development PartnerEsbjerg Energy uses Granly Hockey Arena as its home venue. SEPE provides professional ice hockey facilities including the newest Granly Hockey Arena (opened 2019) as part of its elite sports operations.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• ASM Global: Global venue management company operating 350+ arenas, stadiums, and convention centers worldwide. Comparable business model around managing third-party or owned venues for elite sports, concerts, and exhibitions — relevant benchmark for SEPE's event operations and partnership economics.
• Live Nation Entertainment: World's largest live entertainment and ticketing operator (Ticketmaster, venue operations). Comparable at the venue-rental and event-promotion layer; SEPE uses Ticketmaster integration for ticketing per its webshop.
• SMG (Legends) / Oak View Group: Specialist in venue development, hospitality, and event services for sports and entertainment facilities. Relevant broader incumbent for SEPE's outsourced tech services (Venue Manager, KMD) and event-production capabilities.
• AEG (Anschutz Entertainment Group): Global sports and live entertainment operator running venues (Staples Center/Crypto.com Arena, The O2) and AEG Presents for ticketing. Relevant competitive and benchmark reference for SEPE's arena event strategy.

Direct peers

• Parken Sport & Entertainment (Parken Live): Operates Parken (national football stadium) and related venues in Copenhagen with a similar multi-vertical leisure and event strategy. Direct Danish peer with analogous elite-team anchor (FC Copenhagen) and event-driven revenue model.
• Odense Sport & Event: Danish venue operator managing Odense Idrætshal and associated arenas with handball/football anchors. Comparable by being a municipally-linked multi-sport venue operator in a secondary Danish city.
• Aalborg Sport & Event Park: Danish multi-sport and event venue operator running a comparable network of arenas and halls in Aalborg. Closest direct peer by geography, ownership model, and portfolio composition (football, handball, ice hockey, swimming under one umbrella).
• MCH Group (MesseCenter Herning): Danish venue operator running Jyske Bank Boxen, MCH Arena, and MesseCenter Herning. Highly comparable: large arenas, elite-team anchors (FC Midtjylland), adjacent hotel and exhibition operations, and similar municipal/regional shareholder base.

Regional players

• Birmingham NEC Group (NEC, Resorts World Arena): UK municipal/regional venue operator running the National Exhibition Centre, arena, and Genting Arena. Comparable at the integrator-of-arenas model linking concerts, exhibitions, and sports — though serving a UK catchment rather than Danish.
• Hartwall Arena (Helsinki Arena): Multi-purpose arena in Helsinki hosting ice hockey (HIFK/Jokerit), concerts, and exhibitions. Comparable as a Northern European municipal-style arena operator with similar venue mix and elite-team anchor dependency.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Customer concentration

• Facebookfacebook.com/SEPEsbjerg

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

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 Sport & Event Park Esbjerg