Scandinavian football has long been known as a fertile breeding ground for developing hardworking and technically gifted local talent. Structured academies and progressive coaching methods have laid the ground for producing top players such as Henrik Larsson, Jari Litmanen, Eidur Gudjohnsen, Christian Eriksen, and others who moved on to gain success for large European clubs.
However, success in the European club competitions has generally been a rarity for Scandinavian clubs, with IFK Gothenburg winning the UEFA Cup in 1982 and 1987, and Bodo/Glimt reaching the semi-finals of the Europa League last season, as notable exceptions.
But with FC Midtjylland taking up second place in the Europa League ahead of Aston Villa after six matchdays, there are initial signs that the “Danish Wolves” could be about to turn into Europe’s next Nordic powerhouse, and they are not afraid to admit it.
“Our CEO Claus Steinlein says that we want to win the Europa League, and why shouldn’t we? It’s perhaps a Danish thing 'to fly under the radar' but I think it's very refreshing to underline our ambitions, it creates motivation, enthusiasm, and belief in things”, says FC Midtjylland Football Director Jacob Larsen to Flashscore.
One of the first clubs to adopt the "Moneyball"strategy
Founded in 1999 through a merger between Ikast and Herning Fremad, FC Midtjylland quickly ascended from relative obscurity to become an established competitor by being one of the first clubs to adopt a “Moneyball" strategy, using deeper metrics to improve recruitment and evaluation of player performance in addition to hiring dedicated ball-striking and throw-in coaches and establishing the first academy in Scandinavia.
That underlines a desire and will to exploit the road not taken, even though it might often initially be frowned upon by conservative football observers.
At the same time, one should not forget that FC Midtjylland has the financial muscle to exploit new ways to further its development, as Anders Holch Povlsen, a prominent Danish billionaire and one of Denmark's wealthiest individuals, with a net worth estimated at around $13.3 billion, is the majority owner of the club.
“As a club, we probably implement more things than other clubs, but we are also critical, and there are also many things that we don’t choose. We have an owner who allows us to research different options, and we are extremely privileged in that respect compared to other clubs.
"We have things in the pipeline that could have just as big an impact on the football world as data metrics and throw-in coaches, but I won't reveal them just yet. It is not only an art form to get new ideas, but it is also an art form to deselect the wrong ones. We’re never conservative in Midtjylland, but it is also about finding the balance.”
Challenges of being located in the "wilderness"
Big football clubs are typically located in large, densely populated cities because these areas offer higher economic potential, larger fan bases, and better infrastructure, allowing clubs to grow in popularity and wealth. But FC Midtjylland also differs from its biggest competitors in that respect as the club is located in the Jutland heath area of Denmark, with their home ground, the MCH Arena, situated just outside Herning (51,800 inhabitants) in Western Jutland.
However, being located in the geographical and business-like “wilderness” doesn’t pose an obstacle, but rather the opposite to FC Midtjylland’s ambitious plans, says Jacob Larsen.
“The fact that we are not located in a big city means that things do not happen by themselves; we have to fight for them. When you walk around out here, you really feel the entrepreneurial spirit and find out that everything is something that people have created themselves. You feel the accessibility from the Mayor to even the little man out here. It is possible to get some things done if people come up with some good ideas, but nothing is for free."
"Even if you don't have a long club tradition and you are not located near a big city, you can still create something fantastic if you have the right people around you. Today, there is a great tendency in society to look for excuses. Out here, we look for opportunities.”
Lack of tradition and history
Founded in 1999, FC Midtjylland don't have the same traditions and history as many other clubs, but that’s not necessarily a disadvantage, as traditions can also occasionally stand in the way of progress, underlines Jacob Larsen.
"Since the club is as young as it is, I think people have been very conscious of celebrating our heroes and creating cohesion and belief in things because you don't have a long club tradition.
"When you walk around the new premises at Dreamland (the club headquarters), you still feel the culture and the atmosphere and the direction because people have hung pictures on the walls about who has been through the academy, invited former players to the stadium, celebrated anniversaries, and that has created an identity around the club instead of being lulled to sleep by traditions and history."
FC Midtjylland are today widely regarded as a primary model of organisational efficiency in modern football, having launched a revolution within talent development and recruitment through a pioneering, data-driven approach.
Despite still not quite enjoying the same financial strength as some of Europe's larger clubs, FCM's transparent structure has allowed the club to consistently compete at the top of Danish football and in the European competitions. But while discussing strategy is one thing, to implement it is another.
"It can get crazy at management meetings"
“I think the reason why people are so good at doing business here is that Claus (Steinlein, CEO) and his management team have stuck together for so many years. I can't remember other clubs being able to do that in the same way.
"Claus is the big driving force, but he's not alone because he has a group of great personalities close to him who make things happen. These are people with wild ideas who challenge and take things to the limit. It can get quite crazy when we throw ideas at each other at management meetings."
"Culture eats strategy for breakfast, and that's the case with us. But you can't copy FC Midtjylland in another club, because the environment, the historical background, and the composition of people are unique.
"Continuity is incredibly difficult to copy. You can have a season where you peak, and then the coach is bought by a bigger club along with your two star players, and then you're at rock bottom without anyone to take over, but that doesn't happen here.”
After succeeding to fulfill their Vision 2025, to become a top-50 club in Europe, reaching an average attendance of 10,000 per home game, and generating DKK 100 million (€13.4 million) in commercial revenue, FC Midtjylland are now ready to write the next chapter in their history.
"Hopefully, the next chapter will be that we can become champions five times out of five seasons in Denmark, and that we can participate in the Champions League continuously. That's what we strive for. It is important that you do not downplay your objective, but that you clearly announce that you have big ambitions. And we're going for it", ends Jacob Larsen.