Danish champions AGF choose vivenu as ticketing partner ahead of move into new stadium

Single-match tickets, ticket subscriptions and 3,000 VIP seats move to one API-first platform from 1 January 2027. The platform fits into a club tech ecosystem built around AGF’s own CDP and data warehouse.

AARHUS, Denmark / DÜSSELDORF, Germany, October 20, 2026 – AGF, the reigning Danish football champions, and vivenu, the ticketing platform for sports and live entertainment enterprises, today announced a new ticketing partnership. From 1 January 2027, AGF will manage all single-match tickets, ticket subscriptions and VIP seats on the vivenu platform, under the club’s own brand. The switch comes just months before the club moves into its new stadium in Kongelunden, Aarhus, which will have room for up to 24,000 spectators.

AGF won the 2025/26 Danish Superliga in May, the club’s first league title since 1986, and will move into its new stadium in the first half of 2027. From that position, the club is rebuilding how fans buy from it, and it is doing so on its own terms.

AGF chose vivenu after an extensive evaluation of ticketing providers. The club first set out what its ticketing had to deliver in the new stadium, then tested each platform against those requirements. A deciding factor was how well vivenu fits into AGF’s tech ecosystem. At its centre are the club’s own customer data platform (CDP) and data warehouse, which connect the other platforms the club runs on, including HubSpot, Shopify, the club’s membership platform and the official AGF app from Forza Football. vivenu’s API-first architecture plugs straight into this setup. Ticketing data therefore flows into the club’s CDP alongside fan, membership and merchandise data, and AGF keeps full ownership of its first-party data.

Ticket subscriptions are sold through AGF’s own membership platform, and vivenu handles the tickets behind them, from issuing each matchday ticket to entry at the stadium. Fans log in with LigaLogin, the shared fan login used across Danish professional football.

The new stadium, designed by Zaha Hadid Architects, will have room for up to 24,000 spectators, including 3,000 VIP seats for the club’s sponsors and partners. On vivenu, single-match tickets, subscriptions and VIP seats are all managed on one platform.

“We are moving into a stadium that will set a new standard for the experience it offers every guest, from the most loyal supporters to the family in the stands and the partner in a VIP seat. Our tickets are one of the first touchpoints for our fans, so the experience starts right there. At the same time, we have many different types of fans, and our goal is to fit each of their customer journeys as closely as possible. We examined the market thoroughly, and vivenu was the platform that could meet our ambitions: it fits into our existing digital infrastructure, it gives us full control of our data and our fan relationships, and it gives us the flexibility to build the matchday experience the way we want, not the way a technology vendor prescribes,” said Rasmus Kolby, Head of Ticketing, Data & Marketing at AGF.

“AGF ran one of the most thorough evaluations we have seen. They knew exactly what their ticketing has to do in the new stadium, from the first subscription renewal to the 3,000 VIP seats, and they tested whether the platform could keep pace with that ambition. A club that runs its business digital-first and owns its data is exactly the partner we build for, and AGF will be a flag bearer for what that looks like in Scandinavian football,” said Maxim Kleiman, Director Central & Eastern Europe at vivenu.

For fans, the change shows up when they buy and when they arrive. They buy from AGF, in AGF’s brand, with the login they already have, and carry their ticket on their phone in the AGF app.

“A club that wins its first title in 40 years and moves into a new stadium a year later gets one shot at resetting how its fans buy, enter and return. AGF wants to own that relationship rather than rent it. Our job is to give them the infrastructure and stay out of the way,” said Simon Weber, co-founder of vivenu.

The partnership begins on 1 January 2027, ahead of the stadium opening in the first half of 2027.

About AGF
Founded in 1880, AGF (Aarhus Gymnastikforening) is one of the oldest football clubs in Europe. The club is based in Aarhus, Denmark’s second-largest city: a true one-club city known for its passionate and unwavering support of AGF.

AGF was the first Danish club to compete in the European Cup, the predecessor of today’s UEFA Champions League. Over its history, the club has won six Danish league titles and nine Danish Cups. The most recent league title came in 2026 and sparked a week of celebrations that saw 100,000 people take to the streets of Aarhus.

AGF is deeply rooted in its local community, locally owned and backed by 10,000 shareholders.

In 2027, AGF will move into a brand-new, state-of-the-art stadium with room for up to 24,000 spectators, built on the same site where the club has played its home matches since 1920. Together with its fans, AGF will write the next chapter of its history at the new stadium.

About vivenu
vivenu is the leading global primary ticketing solution, empowering organizers and rights holders to transform their primary sales channel into a strategic business asset. Designed for high performance and full customization, vivenu's platform powers the world's most premier event brands. This includes the Grammy Awards, the Golden Globes, and global sports organizations such as HYROX and Stanford Athletics. With a footprint spanning 50+ countries, vivenu specializes in flexibility across all ticketing aspects, from ticket design to distribution and premium experiences. vivenu provides services for 1,000+ clients and the digital tools for the future of live entertainment. Now white-label, API-first, and natively AI, vivenu serves as the onlyplatform for the AI-first fan engagement era. By prioritizing control and ownership of first-party data, vivenu helps rights holders and event organizers streamline operations, gain full control of ticketing, and drive top- and bottom-line results and enterprise value.

Press contacts
vivenu: media@vivenu.com · vivenu.com
AGF: Rasmus Kolby, Head of Ticketing, Data & Marketing · rko@agf-as.dk