Danish Superliga's remarkable matchday attendance surge: A tale of competitiveness and safety
IMAGO | FC Copenhagen fans celebrating their 14th league titel.
In this interview, Claus Thomsen, CEO of the Danish Superliga, explains how the Danish league increased its average attendance by over 50 per cent compared to pre-Covid levels.
In early autumn, the Danish league also secured a new 6-year broadcast deal, providing clubs with financial stability to continue investing in talent development, digital marketing, and enhancing the stadium experience.
Why it matters: Over a third of the world's largest leagues have witnessed a decline in attendance since Covid-19. In the same period, the Danish Superliga has seen average attendance surge by nearly 60 per cent.
The perspective: Claus Thomsen attributes this success to clubs' excellent knowledge sharing and cooperation. However, he doesn't dwell on what other leagues are doing, noting, "You tend to lose focus if you keep comparing yourself to others."
23 October 2023 - 3:09 PM
Whether you adopt the "Moneyball" data-driven approach or prefer the traditional method of attending a football stadium and observing the crowd, a noteworthy trend emerges.
As an anthropologist navigating the real world, you might be surprised if you expected football stadiums to be primarily filled with men aged 20 to 50. Having attended numerous Danish Superliga matches in recent years, it's striking how many young, stylish
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