Brøndby IF has entered a strategic partnership with itm8 to speed up the club’s digital transformation, with the goal of becoming the most digitally advanced sports organization in Scandinavia.
Enhancing Digital Experience for Fans
Digital development has been a priority for the club in recent years, and Brøndby IF has already upgraded its platforms, data skills, and commercial tools. The new agreement is intended to build on that base and push forward a more unified, long-term digital strategy.
The partnership takes effect on July 1, 2026, and will run for at least three years. For supporters, the plan aims to create a smoother experience across the club’s channels. This includes simpler access to tickets and memberships, more relevant digital services, better communication, and a closer link between matchday at Brøndby Stadium and the club’s online offerings.
A stronger digital foundation is also meant to help the club better understand and develop relationships with fans, partners, and members, improving both experiences and decision-making across the organization.
Brøndby IF’s Sales & Business Director, Martin Sahlertz, describes the club’s digital push as centered on people and experiences rather than technology alone. He says the team now has a solid starting point and expects itm8 to help connect systems, data, and platforms more effectively. The club’s stated aim is to become the most digitally advanced sports organization in the region within the coming years, with itm8 playing a key role.
According to itm8’s Chief Commercial Officer, Søren Luplau, the company views the collaboration as a strong fit and intends to support Brøndby IF’s plans with locally anchored teams and significant capacity.
itm8 is a Nordic provider of digital business and IT services, working in areas such as cloud, cybersecurity, data, artificial intelligence, software development, IT infrastructure, and digital transformation. The company employs more than 1,700 specialists across the region and focuses on helping organizations turn technology into business results, stronger customer experiences, and more efficient operations.
This strategic initiative not only enhances the club’s operational efficiency but also aligns with the growing trend of sports organizations leveraging digital technology to enhance fan engagement and experience.