AB A/S announced today the appointment of Henrik Bom as President, Head of Commercial, responsible for leading commercial strategy and revenue growth. He will work closely with AB’s CEO, Sofie Brandi Petersen, the existing leadership team and board of directors, to advance the club goals.

“I am thrilled to welcome Henrik to AB,” said Sofie Brandi Petersen “Since I joined the club in late 2023, we have made tremendous progress as a team and as a business. Adding Henrik to the team brings valuable commercial experience as we scale the club’s partnerships and fan engagement. I’m focused on the club’s promotion challenge in the league, while building the foundation for Henrik to expand our commercial footprint.”

Bom brings over 25 years of commercial leadership spanning Denmark and the United States, with expertise in retail, consumer-facing businesses, and helping Danish scale-ups expand internationally. Most recently, he served as General Manager of the Danish-American Chamber of Commerce in New York, building business networks and strengthening commercial ties between Danish and American companies.

“Henrik’s appointment represents our commitment to building a club that honors its heritage while embracing the future,” said Brian Grieco, Chairman of AB A/S. “His experience connecting Danish and international markets, combined with his operational expertise, makes him the right commercially focused leader to expand our reach and deepen our impact – both in Denmark and globally. We are building something special at AB, and Henrik will help us add to our story.” Grieco also emphasized the importance of continuity within the organization, adding: “Sofie will remain CEO, ensuring stability across the team during this important period for the club.”

As President, Head of Commercial, Bom will oversee AB’s commercial operations, focusing on strategic partnerships that deliver value to all constituents, enhancing fan experience both inside and outside the stadium, and building a stronger AB community rooted in trust, collaboration, and shared success.

“I want to thank everyone who supports AB – our fans at the stadium, those following from abroad, our volunteers, club partners, and the entire Gladsaxe community,” said Bom. “This club has a proud 135-year history and a strong identity built on intelligent football and academic excellence. My focus is to honor that foundation while pushing forward with ambition, openness, and hard work. I’m excited to build the future of AB together – step by step, match by match, wherever you support us from.”