Sports Law 2025

DENMARK Law and Practice Contributed by: Frederik Bruhn, Tim Krarup Nielsen, Robert Jønsson and Rasmus Theis Madsen, DAHL Law Firm

ing, marketing, and sponsorship agreements, generally without separate remuneration. The player retains the right to enter into personal sponsorship agreements with certain restrictions – eg, that the player cannot enter into sponsor - ship agreements 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 additional IP/image rights to the club in exchange for compensation. DBU’s standard contract framework does not allow such devia - tions, and DBU will reject any provisions that go beyond the standard template. 5.5 Sports Data Use of Sports Data in Denmark Sports data plays an increasingly central role in performance analysis, commercial strategies, and security measures within Danish sports. 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 stadiums 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: • Performance Analytics: Clubs and national teams use biometric and GPS-based track - ing systems to optimise training and prevent injury. • Betting and Sports Media: Betting opera - tors rely on real-time match statistics and

predictive analytics, with data providers such as Sportradar partnering with Danish sports leagues. • Fan Engagement and Digital Marketing: Clubs use spectator data from ticketing systems, social media, and online interactions to tailor targeted marketing campaigns. • Wearable and Biometric Technologies: Devices such as GPS vests, heart rate moni - tors, and motion sensors are commonly used in football, handball, and cycling to monitor physical performance. • Sponsorship Optimisation: Brands use sports data analytics to measure the impact of spon - sorship deals, ensuring maximum exposure and return on investment. Collection and Use of Spectator Data in Football Spectator data is utilised for security, ticketing, and fan experience improvements. One of the most notable developments in Denmark is the recent approval of facial recognition technology for stadium security. In early 2025, the Danish Data Protection Agen - cy granted the Danish football club F.C. Copen - hagen (FCK) approval to use facial recognition technology at Parken Stadium. The system aims to enhance security and enforce stadium bans, particularly in response to violent hooliganism incidents and the use of pyrotechnics. Key conditions of the Danish Data Protection Agency’s approval include: • Limited Scope: The technology is restricted to FCK’s home and away matches, including UEFA fixtures. It does not extend to concerts or national team matches.

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