Søren Kristensen is stepping in as Brøndby IF’s new chief executive and will begin with a 100-day plan designed with the board. The opening stretch will focus on listening and observing inside the club before updating the long-term strategy.
Initial Steps and Engagement
His first phase centers on meeting people across the organization and around it, including staff, the parent club, partners, the local municipality, and supporters. The aim is to collect input and data, understand how the club operates day to day, and use those insights to refine direction. After this, the leadership team plans to translate the findings into concrete priorities.
Kristensen emphasizes internal communication and a shared course across departments, and he intends to be a visible leader who stays close to the organization and key stakeholders. He argues that clarity about roles and a common purpose make an organization stronger.
He arrives with experience from professional football and from managing large institutions. He spent six years as chief executive at FC Nordsjælland and most recently led the Hotel and Restaurant School. At Brøndby IF, he will focus on aligning many moving parts so the overall performance improves.
Kristensen views Brøndby IF as a major force in Danish football and among the most prominent names in Scandinavia. He points to recent off-field upgrades, including improved facilities, lounges, and fan zones, with another fan zone planned, and says the next step is to build on that base.
Supporters are set to play a central role in the process. Kristensen plans to meet fans, hear their perspectives, and strengthen ways for them to be included in relevant forums.
He also expects to represent Brøndby IF beyond the club, drawing on existing relationships within Danish football, including contacts at the Divisionsforeningen and the Danish FA (DBU), to advance the club’s position and influence.
For now, his focus is on listening, learning, and gathering impressions inside the club. The broader strategy will follow once that groundwork is complete. By engaging with various stakeholders and prioritizing communication, Kristensen aims to solidify Brøndby IF’s standing in the football community and foster a collaborative environment for all involved.