WE ARE COPENHAGEN
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Our strategy for the commercial side of F.C. Copenhagen – reimagined in a modern form and manageable workflow.
Over the next five years until 2027, we will implement a number of measures that will raise the annual turnover at F.C. Copenhagen to more than 350m DKK by 2027. This will be achieved with an initial investment of more than 100m DKK in facilities and commercial measures, over the next five years.
Several parts of the core business, such as our stadium entry system and merchandise, are already thriving, and we must maintain this progress and build upon it.
We must further improve the experience of every visitor to Parken Stadium, so that we can retain and attract even more F.C. Copenhageners, whether they are fans, sponsors or partners. It is therefore necessary to focus on business areas that ensure an improved overall experience in Parken.
This improved focus is directed towards four strategic priorities. In addition to direct commercial growth over the next five years, we want to create even better growth conditions for areas such as admission, merchandise and sponsorships.
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Hospitality & Partnerships
Copenhagen is seen recognised as one of the world's gastronomic capital cities – and we must reflect this in Parken. Fans must have the ultimate experience when eating and drinking in Parken, as well as when watching football or go to concerts. In addition, access to VIP seats must be made flexible and digital, so that you can both buy access to individual events and to an entire season, both with and without dining.
Therefore, investment is being made in the period up to 2027. Out of the total investment framework of +100m DKK in Parken's facilities, a large sum will go to raising standards for lounges, bars, seats and kitchens in the stadium. This will provide a new and significantly more variable level of catering and drink options. In addition, we will work with strategic partners to develop our VIP offering in Parken.
Our top VIP lounges must meet international standards and contain the highest quality in everything from food to decor.
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Total fan experience
The average attendance in Parken during the 2022/23 season is expected to reach 25,000 for FC Copenhagen's home games in the 3F Superliga. We are very proud of that, and we must maintain and expand that development by making the overall experience even better when you visit Parken. From the first glimpse of the stadium to departing along Øster Allé.
It is in this context that we have chosen to take over both catering and cleaning obligations in Parken ourselves, and by 2027 further investment will be made in a number of key projects regarding stalls, facilities and access conditions.
This will take place on top of the already initiated projects such as the relaunch of the FCK Fanshop, Wi-Fi in collaboration with 3 and GlobalConnect, new food and beverage options in collaboration with Gasoline Grill and Wolt, as well as the Fan Village in collaboration with Carlsberg.
Our aim, as always, is to deliver the total fan experience.
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FCK Media
F.C. Copenhagen have build up FCK Media over the past decade to now deliver high-quality content, which is the best-in-class in Scandinavia and internationally recognised – especially in terms of video content.
We have a following of approximately 600,000 across our platforms, and are also one of the top 10 accounts on Facebook and Instagram, measured by interactions and video views in Denmark.
FCK Media has become a strong part of the business, contributing in 2022 with a multi-million kroner turnover in relation to partnerships and other brand collaborations. Campaigns, data and analysis, and content have become essential assets in the sale and activation of commercial partnerships, but also one of our most important marketing elements for the sale of tickets, season tickets/subscriptions and merchandise.
Our future consolidation of F.C. Copenhagen as a media centre will look at several opportunities to develop further. For example via new channels, business models around content (subscription etc.), and FCK Media as an agency.
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Parken - Denmark's national stadium
As Denmark's National Stadium, we must increase the frequency of major events in Parken.
Parken has increasingly become a symbol of F.C Copenhagen rather than that of a national stadium over the past 20 years. But Parken is and has always been an iconic and unifying sporting place for fans across Denmark over the past 110 years.
Parken is today the Nordic region's most modern stadium within a central urban location, and boasts a number of advantages in relation to public transport and cycling distances, but also disadvantages in relation to parking.
Through strategic investments, we can utilise the location of Parken significantly better than we currently do. In addition, the quality of the pitch must be resolved once and for all, which is why we are making the largest investment to date in Parken's pitch, which will be completely renovated in the winter of 2022/23.
The purpose of all this is to give Parken a more sustainable profile. We have started this through the collaboration with StopSpild Lokalt, and there are also great opportunities in the energy sector, which we have begun investigating.
