Building a unified commerce platform for the Super league 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.