Best in the Nordics: Denmark's AGF Aarhus rely on strong local anchoring to outgrow Scandinavian rivals commercially

13 May 2021

Photo: Alamy Analysis reveals Danish AGF Aarhus are one of the best in Scandinavia when it comes to commercial income.

Analysis reveals the top tier Danish side are one of the best in Scandinavia when it comes to commercial income.

Sales director explains emphasis on local anchoring helps create strong loyalty with partners who take ownership of the club's positive momentum.

Having been able to grow sponsorship income to just under €9 million in spite of pandemic, AGF Aarhus are now targeting double-digit figures.

Commercial success enables the club to up investment in the playing squad which in turn should reward itself through increased sponsor interest.

Emil Gjerding Nielson and Joseph Mailil, analyst

The importance of dependable revenue streams for football clubs has been particularly highlighted throughout the past year as the pandemic wreaked havoc on the industry's financial foundation.  

For most that means tapping into new, expanded commercial opportunities, an area increasingly viewed as having an unfulfilled potential. And it's no different for AGF Aarhus, a Danish first tier side located in the country's Western part, on the peninsula of Jutland.

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