A unified commerce platform for SuperLiga Club AGF

AGF is one of the leading football clubs in Denmark with a strong fanbase and growing commercial ambitions across ecommerce retail and stadium operations.

The existing setup limited flexibility and scalability across the fanshop physical retail and ecommerce. AGF needed a modern commerce platform that could unify online sales and in store experiences while enabling their internal team to operate independently.

At the same time the club wanted to strengthen collaboration with partner clubs around AGF through a structured partner commerce setup.

We migrated AGFs ecommerce platform from Dynamicweb to Shopify Plus and designed a new storefront focused on usability performance and fan engagement.

In parallel we implemented Shopify POS for the AGF fanshop and extended the setup to support food and beverage sales across stadium locations using Shopify as the core commerce backbone. This enabled a unified setup across online in store and on matchday operations.

We also enabled a Shopify partner program connecting AGF with partner clubs allowing them to participate in the commerce ecosystem while maintaining centralized control and structure.

The result was a single scalable platform supporting multiple revenue streams and operational use cases across the club.

• 186% YoY revenue growth since launch
• Unified commerce POS, ecom and stadium setup powered by Shopify
• Improved UX and UI supporting stronger fan engagement and conversion
• Enabled food and beverage commerce across stadium locations
• Partner program launched connecting AGF with surrounding partner clubs
• Reduced operational complexity and increased internal ownership