Why Danish league's TransferRoom deal makes business sense on and off the pitch
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TransferRoom Stories

League Focus
Why Danish league's TransferRoom deal makes business sense on and off the pitch
by Jonathan Rest

From equal opportunities in the transfer market to expanded networks, Claus Thomsen, CEO of the Danish League Association, reflects on the benefits of a league-wide partnership with TransferRoom.

Our role as a league is to provide help and support to our clubs. TransferRoom is a positive impact and a positive tool for our clubs to be more efficient in the transfer market. From a league point of view, that then provides a benefit in the sense that it contributes to better football on the pitch and a more sustainable economy within the clubs.
Claus Thomsen
CEO, Danish League Association

As players in Denmark’s elite 3F Superliga and second-tier NordicBet Liga get set to head off for their three month winter break, club executives will be busy preparing for the Winter Transfer Window.

 

They will do so, for the fourth window in succession, benefitting from direct access to the recruitment demands and requirements of more than 600 clubs from 94 leagues in 54 countries.

 

For the past 18 months, all 24 teams in the top two divisions in Denmark have had access to TransferRoom as part of a league-wide agreement, now one of four such league partnerships in the TransferRoom stable, along with Norsk Toppfotball, covering the top two leagues in Norway, Mexico’s Liga MX and Major League Soccer in USA and Canada.

 

Thomsen (pictured) explained: “Our role as a league is to provide help and support to our clubs. TransferRoom is a positive impact and a positive tool for our clubs to be more efficient in the transfer market. From a league point of view that then provides a benefit in the sense that it contributes to better football on the pitch and a more sustainable economy within the clubs.”

 

Equal opportunities exist

 

For the Danish League Association a major benefit to the league-wide partnership has been inclusivity.

 

“It’s an obvious benefit that all clubs both in the 3F Superliga but also the NordicBet Liga are involved because TransferRoom does not only function internationally, it also functions nationally, so that automatically widens the networking between the clubs in Denmark,” Thomsen explains.

 

“But also it provides a level playing field. With a joint purchase, it means it’s a service that all clubs have, whereas some clubs would perhaps prioritise such an investment over others, and the knock-on effect would be that some will not get the network that TransferRoom provides. As a joint deal, the terms are more beneficial. The benefits are obvious for clubs.”

 

Wider network = more deals

 

While the TransferRoom deal has helped improve and simplify communication between Danish clubs, it has also plugged them into a global platform of users, from Azerbaijan to Uruguay.

 

Thomsen continued: “TransferRoom has absolutely helped the Danish clubs that have a much smaller international network, particularly those in the second tier, but also some in the first tier. So it certainly helps to widen their networks.

 

“But the platform also works as a supplement to clubs’ own scouting functions. They are able to join their scouting functions with the transfer network on TransferRoom.” 

 

Indeed since the Denmark league deal was signed, transfer activity has increased substantially in the top two divisions. 

 

Data crunched by TransferRoom analysts has found that the volume of transfers has increased 40% from the 2019 Summer Window (12 months before the league deal started) to the 2021 Summer Window.

 

Likewise, the volume of players moving abroad rose 56% in the same timeframe, while the number of players moving to Danish clubs increased 25%.

 

Youth development gains

 

Performances of the Denmark national team with a young, dynamic squad has increased international attention on the Danish league.

 

That story began some years ago with a joint commitment among clubs to spend on player development and Thomsen believes such an investment will pay off for those clubs on TransferRoom.

 

He explained: “At the moment the Danish league has a very good reputation for player and talent development. We’ve just had a transfer window with the most income ever in Denmark, in the vicinity of €80m. If you compare that to the size of the Danish league and the size of Denmark in general, it is considerable. 

 

“That, and the young talented players in the national team, stems from a systematic investment all clubs jointly made seven years ago and there has been massive investment in getting organisations right, getting all the details right. There is increased attention on the Danish league internationally, especially its ability to develop talent and develop players, both young international ones that come to Denmark and young Danish players. 

 

“TransferRoom becomes a very nice tool to have if you have good academies and a very good talent development sector.”

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