Scoring Consistently: How F.C. København went from Football Club to Media House

WHEN: 15:10 PM     WHERE: Plenum

Jacob Lauesen


Jacob Lauesen, Director of Marketing & Development at F.C. København

In the summer of 2018, Jacob joined FC København – Scandinavia’s largest football club – as Director of Marketing and Development. FC København is these years driving a commercial- and media-transformation, based on data- and analysis driven business development and marketing. When F.C Copenhagen presented this exciting career challenge, Jacob had already worked several years in the commercial part of the sports industry as Director of Sports at the Icelandic AI and data tech-startup Activity Stream, and before that as Director of Business Development in the Danish FA (DBU). Jacob has a background in development, marketing and execution of several major events, such as the EXPO World Exhibition and various UEFA events.


With its data-driven mindset, innovative approach and competitive outlook, FC. København is treating content like a media house does, with an inhouse production and marketing agency and unique credibility in distribution channels they are becoming even more attractive to its target group. FCK knows not only its targets’ demographics, but also their common reference points, and their affinity for different industries and brands. And it’s using that knowledge to work purposefully in relation to its own products and partners campaigns. This inspirational keynote addresses how FC København is ensuring relevance in an ever more competitive marketplace – and taking the next steps into an omnichannel future by working even more intelligently with automation.