ARoS and AGF team up in new partnership

Two of Aarhus’ major institutions are entering into a strategic partnership aimed at demonstrating how each organisation – individually and together – brings the people of Aarhus together and creates unique experiences.

The partnership aims to highlight the positive impact that meaningful communities and social engagement through sport and art can have.

“Great art and sporting achievements are both driven by passion, creativity and precision, and both have the power to move people. That is why I am truly excited that we are now entering into a partnership that can create opportunities for many new encounters,” says Rebecca Matthews, Director of ARoS.

“Aarhus is a city with many facets, and both AGF and ARoS are strong cultural institutions that bring people together, stir emotions and help shape the identity of the city. At first glance, we may appear to represent different things, but we share a passion and an ambition to play a meaningful role in our city and in the lives of the people who live here. Together, we can create new encounters between people, more experiences and an even stronger sense of community across Aarhus,” says Jacob Nielsen, CEO of AGF.

Among other initiatives, ARoS and AGF will use the joint project Aarhus Behind the Smile to demonstrate how both art and football can provide support for people in Aarhus who are going through difficult times and facing a range of challenges, whether it be loneliness, illness or social vulnerability. Their stories will be presented at both ARoS and AGF’s new stadium.

Football Shirt Friday and membership benefits

To mark Football Shirt Friday on 5 March 2027, AGF and ARoS will launch a special football shirt, available from the AGF Fanshop and the ARoS Shop. All proceeds from sales will go directly to the Danish Childhood Cancer Foundation. We hope that the whole of Aarhus will support the initiative.

ARoS will host autograph events with selected AGF players. At the same time, AGF season ticket holders and ARoS annual pass holders will have access to special benefits. These will include tours of AGF’s new stadium, free admission to ARoS during the first week following the announcement of the partnership, and discounts on ARoS annual passes.

Press images can be downloaded via Dropbox and may be used freely with appropriate credit.

For further information, please contact:
ARoS Press and Communications
presse@aros.dk
+45 61904942

AGF’s Head of Communications
Christian Thye-Petersen
ctp@agf-as.dk
+45 30652880