Abstract
This article deals with the commercialization of European and Danish football, focusing on the Danish male first-tier clubs. Based on the argument drawn from systems theory that sport serves as a mirror system in (late-) modern society, Danish football clubs are measured against a simple matrix of main performance outputs in relation to the key factors of this function. The approach represents a sociological supplement to the ordinary performance benchmarks often used in sports economics, revealing FC Copenhagen and Brøndby IF as the main winners and AGF and Akademisk Boldklub (AB) as the main losers in Danish football in the 1999–2008 period.
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