Denmark’s most exclusive sponsor facilities

FC Midtjylland’s home ground in Herning has been given a luxurious upgrade.

Forget all about dull plastic chairs, pitted pitches and charred grilled sausages. Modern football in 2024 requires the best possible conditions for players, businesses and sponsors. At the MCH Arena, the grass has been sewn with 5% nylon threads, and the new hybrid course is being cared for as if it were a royal lawn. The east-facing stand has received a large extension and been raised to provide an unrivalled view from the new VIP rooms. There is room for more than 700 people, who now have access to first-class football.

The arrival is grandiose while also remaining raw in a cool way. A glass, steel and concrete foyer welcomes you with almost minimalist simplicity. Then take the lift or stairs up to the large VIP lounge area or all the way up to the 11 skyboxes on the top level. From these rooms, there is direct access on both floors to a covered stand with heated, cinema-quality seats.

Exclusive and informal at the same time

With a lounge measuring over 1,400 square metres, a conscious decision was made to provide enough space for 420 dining guests. The interior design is inspired by the best restaurants in Copenhagen and was designed by Space Copenhagen. It’s exclusive, but without compromising on the informal atmosphere and relaxed environment that football fundamentally stems from. Emphasis has been placed on the hospitality experience, which can best be described as a place where it feels nice to be and where there are optimal conditions for cultivating community and human contact.

There has also been focus on good sound. First, B&O has supplied 114 high-end loudspeakers to replace the jarring noise often found in large sports facilities. Additionally, elegant Troldtekt v-line – Acoustic Plus – in black has been installed to match the rest of the details perfectly. The linear grooves in the panels help to make the room look particularly elongated. Together with thick carpets from Ege Carpets, an attractive acoustic environment is created that supports socialising.

On the third floor are 11 skyboxes that companies can rent for DKK 500,000 per season. There is typically room for 20 guests and a bar and large screen are installed in the individually decorated rooms. Here too, Troldtekt panels in black or light colours have been installed. The largest skybox can accommodate 40 people and is naturally reserved for FC Midtjylland and its guests.

Facts:

MCH Arena in Herning has invested DKK 125 million in a serious upgrade. The intention is to offer a hospitality experience that matches the best in the Nordic region.