Søren Kristensen steps into Brøndby IF as the new chief executive without a ready-made playbook. His first months will focus on understanding the club from the inside, meeting the people who shape its daily life and gathering input before setting a course for the years ahead.
Kristensen’s 100-Day Plan for Brøndby IF
He has prepared a 100-day plan with the board, divided into phases. The opening phase is devoted to listening and observation. Kristensen plans to meet employees, the parent club, partners, the local municipality, and supporters to collect insights that will inform an updated strategy.
Kristensen arrives with experience from professional football and large organizations. He spent six years as CEO of FC Nordsjælland and most recently led the Hotel and Restaurant School. At Brøndby IF, he aims to align many moving parts so the club can progress as a whole.
A key part of his approach is strengthening internal communication and ensuring a shared direction across departments, with clarity about how each area contributes to common goals. He also wants leadership to be visible and close to the organization, supporters, and other stakeholders to build cohesion around a unified path forward.
He describes Brøndby IF as one of the most prominent clubs in Scandinavian football and says the club carries both responsibility and significant potential. Off the pitch, he points to recent upgrades to facilities, including lounges and fan zones, with another fan zone planned. The intent is to build further on that foundation.
After the initial listening period, the leadership team will turn observations and data into priorities. The next phase is expected to identify where the club can improve and to shape a realistic, forward-looking strategy.
Supporters are set to play a prominent role in the process. Kristensen plans to meet fans, take their perspectives seriously, and expand opportunities for supporter input in relevant forums, emphasizing their central place in the club’s identity.
He also intends to represent Brøndby IF beyond the club’s own walls. Drawing on his experience and relationships within Danish football, including ties to the league association and the national federation, he plans to use that network to strengthen Brøndby’s position and influence.
For now, his focus is on listening, learning, and assembling a clear picture of the club before mapping the next steps, a task he approaches with humility and strong motivation.