After 30 years of instability: Revenues going through the roof for Danish club – and they could win the Double this season
Alamy | Viborg FF celebrating their first goal against West Ham in the Europa Conference League play off.
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.
3 March 2023 - 4:49 PM
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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