Copenhagen, Denmark – 2012 – Eliminating logistic issues and chaos before games was a large priority for FC Copenhagen when entering a partnership with NewC. Working together, the Copenhagen-based club implemented a subscription-based ticketing model in order to optimize ticket control, boost matchday revenue, and ultimately increase fan loyalty. 

The Subscription-Based Approach

Following a period of inadequate ticket control, FC Copenhagen decided it was time to optimize all processes concerning ticketing. The club introduced structured products such as season tickets, match tickets, and memberships to strengthen the sense of community between. It was crucial for the club to maintain high stadium attendance regardless of the team’s performance. 

Thus, the club increased the number of season ticket holders and active subscribers, achieving consistent sell-outs and got the most out of matchdays. Season ticket holders reached almost 23,000 – a 287% increase from 2018 to 2024. The club secured stadium sell-out for the entire season, with allocations managed to ensure inclusivity. Most importantly, the club experienced increased fan engagement and a broader membership base caused by a structured and engaging ticketing system. The constant sell-outs created an electric matchday atmosphere at Parken Stadium. 

The club has achieved remarkable success through innovative digital ticketing strategies and a forward-thinking approach to digital technology. They transitioned from attendance struggles to sold-out matches by implementing a 100% digitally powered ticketing system. FC Copenhagen not only became the central club of Copenhagen, but also a highly innovative and digitally driven club, setting an example for other clubs to follow. 

“As a football club, having the right, integrated solution is essential to strengthening and growing our relationships with fans, sponsors, and the club itself. NewC Sport has proven to be the right development partner to help us achieve that goal.” — Jacob Lauesen, CEO, FC Copenhagen.

If you have not yet, watch the video about the FC Copenhagen x NewC partnership here: F.C. Copenhagen & NewC Sport: The Digital Transformation 

Average Home Attendance Growth (Danish Superliga)
From the 2018/19 season to 2023/24, FC Copenhagen’s average home attendance increased by over 75%, from 15,214 to 26,756 spectators per match. The most significant surge occurred between the 2020/21 and 2022/23 seasons, peaking at 27,385 in 2022/23. This upward trend reflects the club’s successful fan engagement strategies and strong matchday appeal.

FC Copenhagen’s subscription-based ticketing model has revolutionized fan loyalty and revenue. By allowing season ticket holders to pay via subscription, the club moved away from traditional upfront payments, addressing the challenge of high initial costs that deter younger fans, particularly those in the 15-24 age bracket.

On top of offering priority ticket access, the FCK+ subscription includes additional benefits such as match streaming, exclusive club content, and access to European qualification home ties, for which the club secured streaming rights in 2024. This shift has improved cash flow, eliminated the need for renewal campaigns, and ensured a steadily growing fan base. Supporters can transfer or return tickets via the club’s app, with funds credited to their accounts if the tickets are resold. As a result, average home attendance has risen from around 15,000 to nearly 27,000, demonstrating the model’s success in boosting engagement and financial stability.

The Danish national football team has also embraced the subscription model. In 2021, the DBU launched the ‘ForDanmark’ subscription, offering priority ticket access. Fans can also secure a fixed seat for all national team matches through the ‘Dynamit’ subscription. This has contributed to near sell-outs for all home matches, friendlies, and competitive clashes alike—source: Maximizing Stadium Potential: Strategies to Optimize Matchday Revenue.

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