“We need to find those extra percentage points of leverage in everything we do”

Randers FC continues to defy expectations. Despite operating with one of the smallest budgets in the Danish Superliga over the past six years, the club has won the Danish Cup, and advanced from the Conference League group stage.

Sporting director Søren Pedersen explains why the club has worked with Off The Pitch for more than two years.

“From the outset, it’s important to say that we don’t see ourselves as a small club in the long term. Everyone at Randers FC—from ownership to staff—comes to work every day with the ambition of taking the club to the next level and competing regularly in Europe. We’re not shy about being ambitious, and renewing the partnership with Off The Pitch was an easy decision.”

“The data has become essential in how we plan and act in the transfer market. Like most people, it can be hard to break old habits, but I’ve learned that by using their data and adjusting my approach, we’ve gained real leverage—across several areas,” says Pedersen, who played in Randers FC’s surprising Danish Cup victory in 2006.
 

Knowledge is critical

He admits to initial scepticism. 

“When Off The Pitch first approached us, we felt we already understood the dynamics of the transfer market. But their financial insights have helped us improve deal values. I can’t share the specifics, but when you operate in this space, knowledge, especially about the counterpart, is critical. That’s where Off The Pitch offers something unique.”

Pedersen notes that the data is also useful for knowing when not to proceed. “We’ve stepped away from deals that looked attractive on the surface but, after a deeper analysis, clearly weren’t viable. That allowed us to focus our efforts elsewhere.”
 

Search for investors

Beyond transfers, Off The Pitch has supported Randers during a year-long search for new investors. 

“We’ve had several investor discussions, and Off The Pitch has been helpful—not only with data, but also through their network and understanding of broader industry trends,” he says.

Looking ahead, Pedersen sees even more potential. “Their tools keep evolving, and we want to apply their data across more areas of the club. Right now, we use it mostly in the transfer market, but we know it has real strategic value. We’re looking forward to exploring that next.”