3 March 2023 - 4:49 PM
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Alamy | Viborg FF celebrating their first goal against West Ham in the Europa Conference League play off.
After 30 years of instability: Revenues going through the roof for Danish club – and they could win the Double this season
- Viborg FF have spent years yo-yoing between Denmark’s top divisions, struggling to find stability and a sustainable business model. Three years ago, they adapted a new emboldened mindset.
- In this interview Morten Jensen, VFF CEO for 24 years, explains how the small club lay the foundation for merchandise- and season-ticket sales growing more than 800 per cent in just a few years.
- Why it matters: Financially Viborg FF (VFF) can be compared to clubs like Charlton, Auxerre, Eibar, and many others trying to break through the €10 million turnover barrier. VFF have shown the way for hundreds of clubs across Europe.
- The perspective: Too often club executives tend to focus on the next game – or the next season. The experienced Jensen changed his mentality for several reasons. Now the club is outgrowing all its peers.
10, 8, 11, 4,6 8, 8, 7, 7, 4, 9, 11, 12, 8, 12, 7.
The above numbers are the league-placements that Viborg FF have secured since the Danish Superliga, the top-tier in Danish football, was founded in 1991. You probably miss a few numbers – all the years “missing” are from when Viborg FF played in the Danish 1st Division, the second-best league in Denmark.
Today VFF, as they are called locally, are just four points behind league leaders FC Nordsjaelland, and still
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