Horsens IC

What Horsens IC does

Horsens IC (Horsens Idræts Club) is a Danish professional basketball club founded in 1978 by Lennart Jensen, headquartered in Horsens, East Jutland, Denmark. The club plays its home games at Forum Horsens (Langmarksvej 53) and has been continuously present in Basketligaen — the top tier of Danish basketball — since 1990, making it the only current member of the league with uninterrupted top-flight participation since that year. Horsens IC has won 6 Danish championships (1992, 1994, 1998, 2006, 2015, 2016) and 4 Danish Cup titles (1993, 1995, 2015, 2019), including 'The Double' (league and cup) in 2015. The club operates a 7-person staff and is governed by Chairman Dennis Nedergaard with a board of directors and specialized commercial, communications, and event roles.

The club's revenue model is multi-stream and asset-light. Primary income derives from corporate sponsorships structured across tiers (one Hovedsponsor — Fit & Sund — plus eight exclusive partners at lower tiers, plus additional partner and VIP categories), with assets including bandereklamer, rullereklamer, and gulvreklamer (courtside, rolling, and floor advertising) and corporate hospitality at up to 25 home games per season. Secondary streams include the Club 500 season ticket program (600 DKK adults, 500 DKK students/pensioners, 250 DKK teens, 150 DKK children), individual match tickets sold through the Billetto platform, merchandise, and supplementary sponsor events. Distribution is digital-first for ticketing (Billetto, Mobile Pay) and direct/field-based for sponsorship and Club 500 sales, with walk-up availability at Forum Horsens.

The core technology stack is non-proprietary: third-party ticketing (Billetto), live streaming (Fanseat via the league), and standard social media (Facebook and LinkedIn, with 8,000+ Facebook followers making the club the second-most followed in Basketligaen). There is no proprietary software, AI/ML capability, or custom platform. The club differentiates on brand heritage, community engagement (Sponsorklub 1978, youth programs via BGI Akademiet, Hall of Fame), and continuous top-flight presence, serving a regional fanbase of Horsens and surrounding East Jutland, local corporate sponsors, and youth basketball development pathways.

Name

Horsens IC

Legal name

Horsens Idræts Club

Website

https://horsensic.dk

Company type

Private

Founded year

1978

Operating status

Operating

Headcount range

1–10 employees

Short description

Horsens IC (Horsens Idræts Club) is a Danish professional basketball club founded in 1978, playing in Basketligaen since 1990. It serves regional fans in Horsens, East Jutland, and local corporate sponsors through ticket sales, season memberships, and tiered sponsorship packages at Forum Horsens arena.

Ownership category

akta.pro rank

Headquarters

HQ city

Horsens

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Sponsorship: Corporate sponsorship at multiple tiers (Hovedsponsor/Main Sponsor, Partnere, VIPPlus, VIP, Basis) providing marketing exposure, brand visibility at home games (bandereklamer, rullereklamer, gulvreklamer), and network access. A season can include up to 25 home games with combined attendance exceeding 30,000.
2. Season Tickets and Membership (Club 500): Club 500 season ticket program offering access to all home games including playoffs, drink vouchers, merchandise gift cards, and reserved seating. Pricing tiers for adults (600 DKK), students/pensioners (500 DKK), teens 12-17 (250 DKK), and children under 12 (150 DKK).
3. Ticket Sales: Individual match tickets sold through Billetto platform for home games at Forum Horsens. Open to general public for Basketligaen regular season and playoff matches.
4. Merchandise and Additional Services: Sale of HIC merchandise including apparel and accessories. Additional revenue from sponsor events, networking activities, and corporate hospitality at home games.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Horsens IC is a Danish professional basketball club founded in 1978 in Horsens, Denmark, that fields a men's team competing in Basketligaen, the top tier of Danish club basketball. The club's commercial activities center on staging live home games at Forum Horsens, selling match tickets, season tickets, and the Club 500 membership scheme, distributing merchandise, and securing corporate sponsorships.

Product overview

Horsens IC is a Danish basketball club, not a technology company. It operates as a sports organization offering basketball entertainment, fan memberships (Club 500), and sponsorship programs. The organization does not offer technology products or services.

Differentiator

Problem solved

Functional benefit

Brands

• Sponsorklub 1978: Sponsor club established in 1978 for business sponsors of Horsens IC.
• Club 500

Products and services

• Professional Basketball Team (Basketligaen) The club's competitive men's basketball team competing in Basketligaen, Denmark's highest professional league; produces the live match content that underpins ticket, season-ticket, and sponsorship revenue. Six Danish Championships (1992, 1994, 1998, 2006, 2015, 2016) and four Danish Cup titles (1993, 1995, 2019).
• Season Tickets

Quantifiable outcome

• Over 8,000 social media followers as second-most followed team in Basketligaen
• +2 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered core and minor.

• Fit & SundcoreChannel Partner/ Reseller/ DistributorMain sponsor (Hovedsponsor) providing primary sponsorship support. Fit & Sund is a health-related business providing marketing exposure and financial support in exchange for prominent brand visibility at all home games and club communications.
• InserominorChannel Partner/ Reseller/ DistributorExclusive partner providing sponsorship support and local business network connections.
• FestinaminorChannel Partner/ Reseller/ DistributorExclusive partner (watch brand) providing sponsorship support.
• Jens Karstensen AS EntreprenørminorChannel Partner/ Reseller/ DistributorExclusive partner (construction company) providing sponsorship support.
• Bilhuset Lund / Algreen og SkovminorChannel Partner/ Reseller/ DistributorExclusive partner (automotive) providing sponsorship support.
• FolkebladetminorChannel Partner/ Reseller/ DistributorExclusive partner (local media) providing sponsorship and press coverage.
• AmalielundminorChannel Partner/ Reseller/ DistributorExclusive partner providing sponsorship support.
• SchurminorChannel Partner/ Reseller/ DistributorExclusive partner (packaging/logistics company) providing sponsorship support.
• BGI AkademietcoreStrategic or Co-development PartnerEducational institution partnership for youth basketball development and venue collaboration. HIC uses BGI Akademiet as a secondary venue for some games and collaborates on talent development programs.
• Forum HorsenscoreStrategic or Co-development PartnerHome arena venue partnership. The club plays all home games at Forum Horsens, with the venue providing facilities and infrastructure for games and events.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Aalborg Vikings Basketball: Basketligaen club based in Aalborg, competing for top-flight Danish basketball relevance. Operates with comparable ticketing, season-pass, and sponsorship revenue streams in a regional Danish market.
• Svendborg Rabbits: Fellow Basketligaen team that Horsens IC defeated in the 2019 Danish Cup final. Competes directly for regional sponsorship and fan attention in the broader Danish basketball market.
• Næstved Basketball: Historic Danish basketball club competing in Basketligaen. Operates with a similar regional sponsorship- and ticket-driven revenue model, making it a directly comparable community-anchored league peer.
• Randers Cimbria Basketball: Basketligaen club based in Randers, also located in the East Jutland region. Competes with Horsens IC for local corporate sponsors and regional fan attention in a comparable city-tier market.
• SISU Copenhagen Basketball: Copenhagen-based Basketligaen club. While serving a larger metropolitan market, SISU competes in the same league with a similar community-driven, sponsor-supported operating model.
• BMS Herlev Basketball: Greater Copenhagen area Basketligaen club. Comparable operating structure centered on league play, local sponsorships, and ticket-based fan engagement.
• Bakken Bears: Aarhus-based Danish basketball club and the most successful team in Basketligaen history. Bakken Bears is the primary on-court rival referenced throughout Horsens IC's history (defeated in the 2016 championship final) and competes for the same corporate sponsors, fans, and league positioning.
• Team Copenhagen Wolfpack: Copenhagen-area basketball club in Basketligaen competition. Comparable community-driven sports club operating model with sponsorship and ticket revenue as core streams.
• Falcon Basketball: Danish basketball club with Basketligaen presence, comparable in scale and community-oriented operating approach to Horsens IC.
• Værløse Blue Hawks: Danish basketball club competing in Basketligaen. Operates with a similar grassroots-to-elite structure and depends on regional sponsors and member-driven revenue.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/hicbasket
• LinkedInlinkedin.com/company/hicbasket

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Horsens IC