Aarhus, Denmark – 2022 – Uprooting and switching stadiums while maintaining fan support and a stable economy are just some of the few challenges the club from the Mid of Jutland are facing in the relocation from Aarhus Idrætspark to the (expected to be ready in 2026) innovative new stadium, Kongelunden. The club’s home games are temporarily being played at Ceres Park. The goal of the new stadium? To create a tight-knit feel without a track surrounding the football field – setting football in the centre of the experience. A turbulent financial period was in need of a stable partner, and AGF found that in NewC. And what a better partnership than with a ticketing provider that has the exact same vision – putting football in the centre of business.

Not only is financial stability a focal point for the club during the transition – keeping the fans engaged and showing up to games at the temporary stadium is crucial to upkeep the team’s spirit and matchday revenue. AGF, in partnership with NewC introduced a 100% subscription-based model, increasing both ticket subscriptions and season cardholders. Thus, the club to the largest possible extent eliminated the financial and support loss following the transition. AGF furthermore launched a membership program to boost fan loyalty. Through the program, the club is able to analyze data and track engagement metrics at game days. 

Against all odds, the club managed to spike a 55% increase in subscriptions and season cardholders in just one year. Over 1,700 memberships were sold via the Cup Final campaign. AGF managed to improve their financial stability and fan retention. 

“We chose NewC Sport because of their proven track record in enhancing fan experiences and innovative data analytics approach. Their expertise has been instrumental in our transition to a subscription-based model and in preparing for the launch of our new stadium. The early results speak for themselves”.

AGF, located in the second-largest city of Denmark, Aarhus, now experiences a stronger fanbase than ever. AGF provides a clear proof that strategic use of digital tools and data to engage fans not only secures, but is also able to increase fan loyalty, even in the most uncertain of times. 

About AGF:
The Danish club in the country’s second-largest city is especially known for its white player set. Officially founded in 1902, the team has one of Denmark’s largest and most established fanbases. The team has hosted various iconic players such as Stig Tøfting

About NewC:
Founded in 2009, Mads and Mikkel decided to change the way football fans experience football games through digital ticketing solutions. NewC was set in place to help clubs execute memorable and profitable matchdays through deeper engagement with fans and data. Through data-driven insights and digital solutions, NewC today aims at connecting clubs, fans, and stakeholders to grow the game that we love. NewC is dedicated to transforming how football clubs engage with fans, with a keen focus on delivering state-of-the-art digital solutions. These solutions not only boost revenue but also significantly elevate the fan experience. NewC Sport is committed to partnering with ambitious football clubs all over the world to prioritize their community and legacy, blending innovation with tradition to make every matchday a memorable experience.

Based in Denmark, NewC Sport extends its reach internationally, achieving remarkable results with clubs across Denmark, Sweden, the UK, and Brazil. The mission is to foster lasting connections between football clubs and their fans, employing a data-driven approach to enhance the commercial capabilities of clubs. Recognizing the unique requirements of each club, NewC Sport’s digital offerings include a customized ticketing system and efficient access control, all designed to integrate seamlessly with existing infrastructures.