AGF is a football club located in Denmark’s second largest city Aarhus, and the stadium CERES Park Arena is among the largest as well with a capacity of 20,000. Founded back in 1880 it is among the oldest clubs in Denmark and holds a very strong brand throughout Scandinavia. The club is one of the most successful football clubs in Denmark with five domestic championships and nine cup titles (which is record).
The club’s greatest achievements in Europe were back in 1961, when they were eliminated in the quarter finals by SL Benfica in the Champions League, and back in 1989 when they lost to FC Barcelona in the Cup Winners Cup in the quarter finals as well.
In recent years, AGF has experienced an increase in business, and the club now has more than 400 sponsors, but the large number of sponsors also brings some significant challenges.
At AGF we have many sponsors and thereby a lot of data. One of our challenges has been how to handle and get an overview of those sponsors, and where our account managers used to administrate some of this sponsor data in Excel spreadsheets while others used Microsoft Outlook.
However, suddenly we discovered that the data were scattered across our organisation, we did not share this information, the knowledge about our sponsors was very limited, and we had some serious challenges regarding when to resign sponsorships.
Among other obstacles were managing pre-game events as well as the handling sponsor exposure i.e. via fixed boards or LED boards in our stadium. We had numerous difficulties gaining an overview of how many of our sponsors would attend the pre-game events and which sponsors to expose thorough various banner ads.