DENMARK Law and Practice Contributed by: Frederik Bruhn, Rasmus Theis Madsen, Robert Jønsson and Tim Krarup Nielsen, HortenDahl Law Firm
Collection and Use of Spectator Data in Football Spectator data is utilised for security, ticketing and fan experience improvements. Clubs increasingly rely on apps and digital platforms to build fan communi - ties and offer personalised experiences. For exam - ple, F.C. Copenhagen’s official app provides access to match statistics, live matches, highlights and exclu - sive behind-the-scenes video content featuring the first team. Betting-related data and live statistical tools also play a growing role in fan interaction, allowing supporters to engage with predictive analytics and real-time per - formance insights during matches. One of the most notable developments in Denmark is the recent approval of facial recognition technology for stadium security. In September 2025, the Danish Data Protection Agency granted a general authori - sation to clubs in the Danish Superliga to use facial recognition technology during football matches in the 2025/2026 season. The authorisation was granted fol - lowing a collective application submitted by the Dan - ish League and is intended to support the enforce - ment of stadium bans and the prevention of disorder, including hooliganism and the use of pyrotechnics. Prior to this general authorisation, individual approv - als had already been granted to bigger Danish clubs, such as F.C. Copenhagen and Brøndby IF. The authorisation is subject to strict conditions, including: • the immediate deletion of biometric data where no match is found with internal or police ban lists; • clear transparency and information obligations towards spectators; and • the requirement for each club to carry out a data protection impact assessment (DPIA) prior to implementation. 5.8 Data Protection Application of Data Protection Laws in Sports Sports data is subject to Danish data protection laws in the same way as any other form of personal data. The General Data Protection Regulation (GDPR) and the Danish Data Protection Act thus govern the col -
The player retains the right to enter into personal sponsorship agreements, with certain restrictions – eg, the player cannot enter into sponsorship agree - ments with companies that compete with the club’s primary sponsors. Restrictions on Extended Licensing Agreements Danish clubs cannot negotiate separate or extended licensing agreements where players transfer addition - al IP/image rights to the club in exchange for com - pensation. This follows from the collective agreement applicable for football in Denmark, and DBU’s stand - ard contract framework does not allow such devia - tions; DBU will reject any provisions that go beyond the standard template. 5.7 Data in Sport Use of Sports Data in Denmark Sports data plays an increasingly central role in per - formance analysis, commercial strategies and security measures within Danish sports. Denmark is among the most video data-intensive sports nations, and Danish technology companies such as Veo are at the forefront of innovation. The collection and utilisation of athlete and spectator data enable sports bodies, clubs and private companies to enhance fan engagement, opti - mise training and improve security protocols at stadi - ums and events. Commercialisation of Sports Data The monetisation of sports data is rapidly growing, providing revenue streams for clubs, leagues and technology providers. Key areas where sports data is exploited include the following. • Performance analytics: clubs and national teams use biometric and GPS-based tracking systems to optimise training and injury prevention. • Fan engagement and digital marketing: clubs use spectator data from ticketing systems, social media and online interactions to tailor targeted marketing campaigns. • Sponsorship optimisation: brands use sports data analytics to measure the impact of sponsorship deals, ensuring maximum exposure and return on investment.
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