Host city, Denmark · Conference League
Herning
Whole-event economic activation of fixtures hosted, season 2026–27 to date, 2 fixtures In progress
Football fixtures hosted in Herning have activated €1.3m in the city's real economy in the season 2026–27 to date, across 2 fixtures, ranking 137th among host cities assessed by Reputation League.
Season brief · 2026–27, through 5 Nov 2026
Herning: €1.3m From Football, 149% Above the Same Date of 2025–26
The 2 matches hosted in Herning in the 2026–27 season through 5 Nov 2026 generated €1.3 million for the city's real economy, according to Reputation League. Herning ranks 137th among European host cities assessed. At the same date of the 2025–26 season, the figure stood at €540,000: 149% more in 2026–27. Over the full 2025–26 season, football generated €3.4 million in Herning across 5 matches.
Hospitality accounted for €620,000, transport €330,000, accommodation €210,000 and retail €180,000. The matches drew 18,400 spectators, including 755 international visitors, and about 1,240 overnight stays.
FC Midtjylland's 2 home matches accounted for €1.3 million. The largest single match was FC Midtjylland–AFC Ajax (UEFA Conference League, 5 Nov 2026) at €870,000.
| Season 2026–27, through 5 Nov 2026 | €1.3 million | 2 matches |
|---|---|---|
| Season 2025–26, same date | €540,000 | |
| Season 2025–26, full season | €3.4 million | 5 matches |
| International visitors, season to date | 755 |
Source: Reputation League, Economic Activation Platform (FEAF v3), season 2026–27 through 5 Nov 2026. Host cities, tourism bodies, clubs and the press may reuse this brief and its image, citing Reputation League as the source.
Latest signals
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- Conference League Matches Average €790,000 in Their Host Cities, 66% More Than at the Same Date of 2025-26European Nights, 20–22 Oct
- Champions League Accounts for 67% of €92.9m in Economic Activation on Oct. 20-22 European NightsEuropean Nights, 20–22 Oct
- Versus average 2021–2025
- +10%
- Last full season, 2025–26
- €3.4m
- Average 2021–2025
- €2.7m
Economic activation per fixture: €0.67m against an average of €0.61m
Rank 108, 5 fixtures
Per season, 4 seasons, COVID-affected seasons excluded
Analytics
Herning is running 17% ahead of its usual pace after 2 fixtures
Cumulative economic activation fixture by fixture, season in progress, against the 2016–2025 range (4 seasons, COVID-affected seasons excluded). A usual full season closes near €3.3m.
View data
| Fixture | This season | Usual pace |
|---|---|---|
| 1 | €0.47m | €0.53m |
| 2 | €1.3m | €1.1m |
Herning is hospitality-led: 46% of economic activation, against 38% across all host cities
Share of real economy activation by sector, season 2026–27 to date.
View data
| Sector | Herning | All host cities |
|---|---|---|
| Accommodation | 15.7% | 24.2% |
| Hospitality | 46.1% | 38.3% |
| Transport | 24.5% | 25.6% |
| Retail | 13.7% | 11.9% |
Fixtures with the highest economic activation, 2026–27
Full city report
Available on request to host cities, regional authorities and tourism bodies.
- Fixture-level assessment (2 fixtures in 2026–27)
- Breakdown by competition and by sector: accommodation, hospitality, transport, retail
- Historical series since 2016 and peer benchmarking
- Sources, inputs and confidence level for each figure