AB returns to 1. Division with refreshed identity, record kit partnerships, and fan-centric matchday experience

To mark its return to Denmark’s second-highest football division, the Betinia Liga, Akademisk Boldklub A/S (AB) announced a comprehensive series of upgrades designed to elevate fan experience, strengthen its commercial foundation, and celebrate its community.

Building on a legacy that dates back to 1889, the club is building on its 2025/26 sporting momentum with strategic investments across every facet of the organization—from brand identity and matchday hospitality to global digital engagement.

Modernizing a Classic Identity: The AB1889 Wordmark

As AB expands its Danish and global visibility, the club is introducing a custom visual mark to complement its historic crest:

AB1889 Wordmark: Designed exclusively for the club, this bespoke typeface gives balanced weight to the "AB" lettermark and its founding year, 1889. The mark will represent the evolving broader brand across commercial and community initiatives.

Preserving Heritage: The traditional AB crest will continue to be worn on matchday kits and official sporting platforms, maintaining a clear connection to the club’s roots.

Record Kit Sponsorship & The "We Are AB" Campaign

Coinciding with its league return, AB unveiled its official Home and Away kits for the 2026/27 Betinia Liga season. Specially designed for this season, the jerseys feature modern design elements, including tonal ombré patterns, custom graphics, and updated knit collars and arm cuffs.

The new kits are backed by a club record-breaking year in sponsorship revenue, reflecting strong commercial confidence in AB’s vision:

Primary Shirt Partner: Global technology solutions provider Myriad360 joins as the official front-of-shirt technology partner.

Key Partners: Returning partners Datum and Select retain front-facing positions, Unisport appears on the back, and local Copenhagen firm Lind Law expands its presence on the sleeve.

To launch the kit, AB introduced the "We Are AB" campaign, featuring a mix of first-team players and local supporters. The initiative highlights the belief that the club’s strength comes directly from its community.

"Our partners believe in this club based on our legacy and the ambitious goals we have laid out," said AB President Henrik Bom. "Their expanded commitment reflects the progress we’ve made together. Promotion to the Betinia Liga is an important milestone, but it’s only the beginning of what we’re building at AB."

The 2026/27 kits are available online today at shop.ab.dk and will be available in person at Gladsaxe Stadion during the club’s home opener against FC Fredericia on July 31, 2026,.

Elevating the Fan Experience: In-Stadium and Worldwide

AB is significantly upgrading both physical and digital touchpoints to create a modern, seamless connection for fans that is leading the way for football supporter experience, no matter where they choose to cheer for AB.

At Gladsaxe Stadion

• Upgraded Hospitality: Matches will feature expanded food and beverage programs emphasizing fresh, locally sourced, and organic options.
• New Social Spaces: Supporters can look forward to a dedicated craft beer pub, an artisan coffee and wine bar, and newly renovated lounge areas.
• Expanded Media and Broadcast: Gladsaxe Stadium has been upgraded with additional LED screens and enhanced WiFi connectivity
• Unified Checkout and Mobile Commerce: AB’s online fan shop, concessions experience, stadium supporters shop and all lounges, mobile kiosks and VIP experiences are now powered by Shopify. Contactless, cash-less payments are standard with the MyAB rewards system available to fans and partners everywhere.

Digital & Global Community

Streamlined Digital Hub: The club is launching a brand new website and the mobile-first AB App (powered by Sports Innovation), alongside an upgraded ticketing system integrated with Eventbilletten. Mobile wallet integration, season pass support, the ability to share tickets and exclusive members-only content and discounts are now within reach.

International Fanbase: For supporters outside Denmark, AB is expanding its international outreach with official watch parties, match livestreams, and social media coverage.

AB is excited to kick off the official Betinia Liga season as the club travels to Jutland to take on Vejle Boldklub on Friday, July 24th at 18:00, at Vejle Stadium.