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The Danish AI company Alai has moved quickly from the university startup scene in Aalborg to the international stage of elite football.

Today, its technology is used by the Portuguese national team at the 2026 World Cup, where it supports real-time match analysis from the sidelines.

Alai develops artificial intelligence tools for football performance analysis, allowing coaches and analysts to read the game with greater speed and precision than before.

Founded in 2024 as a spinout from Aalborg University, the company has already processed thousands of professional matches.

We spoke with Mikkel Dalsager Jungersen, co-founder and COO of Alai, about the journey from idea to international breakthrough, how the collaboration with Portugal came about, and where the technology might lead next.

Here, analysts from the Portuguese national team use the Danish AI platform Alai for real-time match analysis at the World Cup.

Mikkel, how did the idea for Alai come about?

“Alai originates from a project at Aalborg University, where we worked with AaB to explore how artificial intelligence could help coaches understand a football match while it is being played.

We quickly realised that enormous amounts of data were already being collected from professional matches, but that much of the analysis was still done manually after the final whistle. That led us to build an AI system that could automatically turn all that information into actionable insights while the game is still in progress.”

How did you go from a startup in Aalborg to working with the Portuguese national team at the World Cup? How does a deal like that happen?

“It actually started quite simply.

We got in touch with people around the Portuguese national team and took the initiative to start a dialogue ourselves. We showed them the platform, demonstrated what the technology could do, and from there the collaboration developed.

Over the past months, we’ve worked closely with their analysis department. They’ve come with requests and ideas, and our job has been to quickly turn that feedback into new features. That close collaboration and rapid development have been key to us now being part of their setup at the World Cup.”

What can your technology actually help coaches and analysts see or understand faster than before?

“Imagine having to track all 22 players on the pitch at the same time, while also identifying the patterns that emerge during a match. That’s almost impossible for a human to do.

That’s where our AI comes in. It tracks every player’s movement and automatically identifies situations that may be of interest. That could be where a team consistently leaves space, where the opposition repeatedly creates problems, or which tactical patterns keep recurring.

In that way, analysts get a much faster overview and can spend their time evaluating solutions rather than first having to search for the problems”

Football is the obvious use case, but do you see Alai as a football company, or as an analysis platform that could eventually be used in other sports and contexts?

“Right now, our full focus is on football. We are already working with some of the biggest clubs and national teams in Europe, and we still see enormous potential in developing the technology further within football specifically.

At the same time, we are building an AI that analyses complex movement patterns in real time. That technology could, in the long term, be applied to other sports and perhaps even other industries. But for now, the ambition is clear: we want to be among the global leaders in AI for professional football.”

When you look three to five years ahead, what is the ambition for Alai? Which markets, customers or opportunities are you aiming for?

“We have already taken the first steps and are currently working with some of Europe’s biggest clubs and national teams. The ambition now is to build on that and make Alai a fixed part of the daily workflow in the world’s top football organisations.

We believe that AI will become just as natural a tool in elite football as video analysis is today. In three to five years, we hope Alai is the platform coaches and analysts open when they prepare for matches or make decisions during games.”

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When TechBBQ opens its doors in Copenhagen on 26–27 August, it will once again take place at Bella Center Copenhagen for the second year running. The move marks a continuation of a broader development, as TechBBQ has grown from a compact community event in Copenhagen into an international meeting point for startups, investors and tech profiles from across Europe and beyond.

At dontt.dk, we will be covering TechBBQ more closely this year with a series of previews, interviews and reports from the two days at Bella Center. The aim is to get closer to what actually takes place behind the main stages: the meetings, the investments and the relationships that often emerge away from the official programme.

Data from TechBBQ

The move from Lokomotivværkstedet to Bella Center Copenhagen last year quickly proved necessary. Interest had simply outgrown the previous setting, and the 2025 edition marked a significant expansion of the format.

The numbers speak for themselves: from 2013, when TechBBQ gathered 300 people at Børsen, the 2025 edition brought together nearly 10,000 participants, distributed as follows:

2,578 from a startups
282 from scaleups
1,731 investors
1,016 community partners
540 tech talents
350 speakers
160 media representatives
80 diplomats

It is precisely this composition that sets TechBBQ apart from a conventional conference. It brings the entire value chain of the startup ecosystem into one space, from early-stage ideas to capital and scale.

On the speaker side, the 2025 edition also brought a strong international presence to Copenhagen, with names from Nike, The Atlantic, WIRED, BBC, The Economist and TechCrunch, alongside a range of influential voices from media, venture capital and the broader tech industry. Expectations for this year are even higher. Once the full programme is confirmed, we will publish it on dontt.dk.

In recent years, TechBBQ has particularly defined itself through one area: matchmaking. Alongside the stages and talks, it is the structured meetings between startups and investors that carry much of the weight. It is here that thousands of matches are made, and where a significant share of dealflow is, according to the organisers, initiated.

It is precisely this combination that has elevated TechBBQ to an international level: a curated programme, strong global names and an active ecosystem that is not only about inspiration, but about concrete connections and capital. It is this development we look forward to covering in greater depth.

When this year’s edition takes place in late August, Copenhagen will once again become a hub for European startup activity.

dontt.dk will cover TechBBQ in Copenhagen with previews, interviews and reports from one of Europe’s largest startup events.

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The sensible Danish canary is chirping again. Birdie is expanding its universe with a new range of design objects for the home, following the success of its now-iconic indoor climate monitor. The new collection was unveiled during this year’s 3daysofdesign in Copenhagen.

Since 2022, Birdie’s canary-shaped air monitor has been the company’s sole product. In that time, it has found its way into more than 70.000 homes across over 70 countries, a success that has clearly sparked ambitions for more.

Interest in the new products is already strong. The company raised more than 800,000 US dollars in crowdfunding within the first week of its Kickstarter campaign.

The new products include Birdie Pro, an evolution of the existing air monitor with app connectivity and smart home integration; Birdie Podium, which reimagines the air purifier as a piece of furniture; and Birdie Flame, an LED candle that can be switched on with a wave of the hand and blown out like a real flame, but without smoke or particles.

Hans Augustenborg, co-founder of Birdie, says:

“Birdie started with a simple idea: to make invisible air quality visible. With this collection, we are taking that idea a step further, evolving from a single product into a broader design brand focused on healthier indoor living. The aim is to create technology that people genuinely want to live with.”

Across the collection, the emphasis is on combining function with design. The idea is for the technology to blend naturally into the home rather than resemble traditional electronic devices.

It is also a continuation of the thinking that led to Birdie’s creation in 2022. At the time, co-founder Hans Augustenborg set out to make it easier to monitor indoor air quality by reminding people of one of the simplest solutions: opening a window.

The collection is expected to launch in November 2026. Birdie Pro is already available to pre-order via the company’s Kickstarter campaign.

Hans Augustenborg, Co-founder Birdie

We spend up to 90 percent of our lives indoors, often in environments where air quality is less than ideal. This can affect our wellbeing and has been linked to issues such as headaches, allergies, asthma, and sleep disturbances.

One of the most effective ways to improve indoor air quality is also one of the simplest: opening a window. Health authorities therefore recommend airing out homes several times a day.

Birdie builds on the idea that something as simple as opening a window remains one of the most effective ways to improve indoor air quality.

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HAY’s influence extends far beyond Denmark. Founded by Mette and Rolf Hay in 2002, the furniture and design company has grown into a global brand with stores across Europe, Asia and the United States.

Now majority-owned by MillerKnoll, the company continues to be shaped by its founders, who remain involved in the leadership and retain a minority stake.

Ahead of this year’s 3daysofdesign, the influential culture and design publication Hypebeast sat down with the couple, opening the conversation with a simple observation: “You can’t talk about Danish design without referencing HAY.”

Mette og Rolf Hay fra HAY

They first met as colleagues at the furniture brand GUBI, and in 2002 they founded HAY.

In the interview, Rolf says:

“When we started HAY 25 years ago, it was actually a relatively quiet period in Danish design. At the time, the conversation was still dominated by the Danish mid-century design icons, which left limited room for new designers. Over the following decades, architecture, food, art and design evolved together and transformed Copenhagen into the creative powerhouse it is today. I also think HAY was part of that movement.”

Hypebeast also describes HAY as a company that has helped reshape perceptions of Danish design by making contemporary design more accessible to a wider audience. Today, the brand is represented across much of the world and has become a prominent ambassador for Danish design internationally.

Mette adds that the company’s scale has never changed where ideas come from.

“It is never a forced process for me. Products come to life in the meeting between people, in noticing a gap, in identifying a need for something new. It can be as simple as reaching for a dishcloth and thinking: this could be better, more beautiful, or more joyful. If you lose your sensitivity to everyday life, you stop seeing what actually needs designing.”

Mette Hay points out that it is especially the people around her who make Copenhagen such an inspiring city. Friends and creative figures within gastronomy, art and design continuously provide new perspectives and ideas, and she describes the city’s creative environment as both open and generous.

At the same time, she emphasises that inspiration also comes from stepping away from the pace of the city.

“We live outside Copenhagen, and I have really come to appreciate that. When you step a little away from the energy, creativity has more room to grow.”

For Rolf Hay, it is more about the wider creative ecosystem that makes Copenhagen special. He highlights the city’s dense concentration of talent across architecture, graphic design, galleries, hospitality and design as one of its key strengths.

“Copenhagen is right now a powerhouse.”

He adds, however, that this position is not guaranteed. If the city is to maintain its international relevance, it will require continued courage to challenge conventions and explore new directions.

“We need people who dare to do things differently if we want to remain relevant.”

The interview comes ahead of 3daysofdesign, where Copenhagen once again gathers the global design industry. Read here.

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Although the transfer window has yet to open, things are far from quiet around PARKEN and F.C. Copenhagen.

We can today report that Denmark’s largest venue, PARKEN, is changing its long-standing spirits supplier. The British drinks group Diageo, known for brands such as Smirnoff, Baileys and Johnnie Walker, is being replaced by the Danish company Strandgaarden.

The shift means that visitors will in future be able to enjoy Danish spirits brands such as Bornholm Spirits and CPH Vodka at concerts, football matches and other events at the stadium.

Kasper Ryttersgaard Jacobsen, CEO and owner of Strandgaarden, says the scale of PARKEN makes the partnership particularly significant:

“With more than one million visitors annually, he highlights the value of both exposure and “brand in hand” visibility. He notes that The Weeknd will soon perform at the venue, with more than 100,000 guests expected in June alone — a scale that, in his words, translates into substantial demand behind the bars.”

Bornholm Spirits, he adds, has been operating at full capacity to keep up with production of gin in recent weeks.

He also points to shifting consumer preferences, with growing demand for organic products, Danish brands and sustainability, while stressing that taste and brand strength remain decisive in certain categories. According to him, the breadth of Strandgaarden’s portfolio was key in securing the agreement.

The range will include brands such as GOAT Gin from Bornholm Spirits, CPH Vodka and Ponyhof. Strandgaarden also holds distribution rights for international labels including Three Sixty Vodka, Le Tribute Gin and Conte Camillo, alongside alcohol-free options via the Monin syrup range.

Mikkel Grove Lindsted, Commercial Director at F.C. Copenhagen, adds:

“We gain access to a broad and modern assortment featuring both strong and well-established Danish and international brands.

At the same time, Strandgaarden brings a strong understanding of new consumer trends and innovations in new categories, which many of our fans and visitors are seeking today.”

The agreement has already taken effect and runs until the summer of 2029. It is exclusive within the spirits segment. Carlsberg remains, of course, the main supplier of beer and soft drinks.

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One of Copenhagen’s most recognisable squares, Kongens Nytorv, is set to gain a new neighbour in the highest tier of luxury.

The former headquarters of Danske Bank, one of the most iconic buildings in central Copenhagen, is being transformed into a hotel firmly positioned in the international top league.

It will be operated by the Canadian luxury hotel group Four Seasons, marking the stage for one of the most ambitious hotel developments in Denmark to date.

Overview of the area currently being developed by the Thylander group

Although Danske Bank sold the property back in 2016, parts of its operations remained in the building for several years, only fully relocating when the new headquarters in Postbyen finally opened in 2024. A new chapter is now being written, with plans for a mix of hotel, retail and office space rather than banking.

This week marked a decisive step forward as Four Seasons signed the lease agreement with the ownership group behind the development, consisting of Thylander A/S in partnership with KanAm Grund Group on behalf of a German pension fund.

The plan is to transform the historic property into a hotel with more than 100 rooms across approximately 22,000 square metres. The project is also part of a wider redevelopment, aiming to elevate the area between Kongens Nytorv and Christiansborg into an exclusive new city district.

Total investment in the broader area exceeds €540 million, while the hotel project alone is expected to surpass €135 million. The ambition is a neighbourhood where hospitality, business and retail blend into a more international and experience-driven city centre, with strong respect for Copenhagen’s heritage.

The project is expected to be completed in 2028.

Bjarke Mikkelsen, CEO, Thylander Gruppen

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Today, Lakrids by Bülow reports a record year in its 2025 financial results. The Danish confectionery brand delivered 19% revenue growth over the year, reaching total sales of DKK 449 million (approximately €60 million), up from DKK 376 million (€50 million) the previous year. Net profit for the year amounted to DKK 56 million (around €7.5 million).

International markets now account for 76% of total sales, underlining the company’s continued expansion beyond its home market and its growing position as a global premium confectionery brand.

Fredrik Nilsson, CEO at LAKRIDS BY BÜLOW

Fredrik Nilsson, chief executive of LAKRIDS BY BÜLOW, said:

“2025 was a defining year for LAKRIDS BY BÜLOW. We delivered strong double-digit growth across all channels and regions, maintained profitability despite extraordinary global cost pressures, and continued to strengthen the foundations of our business.

I am incredibly proud of our teams across markets and of how our global community, particularly our LAKRIDS LOVERS, has helped drive both engagement and growth.”

The reference to a “defining year” also reflects a period of structural change for the company, including its acquisition by IDG Capital after Valedo Partners sold its stake. At the same time, Johan Bülow, the brand’s founder, stepped fully away from the business. The period was also marked by continued pressure from rising raw material costs.

Fredrik Nilsson continued:

“Despite historic increases in the price of cocoa, our most important raw material, we have protected EBITDA and continued to invest in international expansion, digital development and product quality.

Our retail business has performed exceptionally well, our e-commerce platform now accounts for 35% of total sales, which is rare in the confectionery sector, and our B2B channel has grown significantly with the addition of several prestigious partners.”

He added:

“To support our ambition of becoming a truly global brand, we have established a new internationally experienced board together with IDG Capital, which was founded in Boston and today operates across key global markets. The strengthened board brings experience from companies such as Tiffany, Mars, Starbucks and Acne Studios, and we are better positioned than ever to take the next step.

Our ambition is clear: to become a global, high-end confectionery brand, proudly made in Denmark. With renewed energy and a strong financial foundation, the company is entering 2026 with a solid platform for continued double-digit growth and improved profitability.”

You will be able to read more about LAKRIDS BY BÜLOW on dontt.dk in the coming weeks.

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Europe’s leading fashion and lifestyle platform Zalando announced last week a partnership with Vestiaire Collective to introduce secondhand luxury across 14 of its markets.

Vestiaire Collective is a French online marketplace for buying and selling pre-owned designer and luxury fashion, including handbags, clothing, shoes and accessories. Founded in Paris in 2009, the company now operates globally with millions of users. Through the partnership, Zalando customers gain access to a curated selection of authenticated secondhand luxury pieces.

The new partnership responds to strong demand for high-quality secondhand fashion. In 2025, an average of 62% of Zalando’s secondhand items were sold within the first seven days of being listed. Zalando data also shows that 40% of customers purchasing secondhand items add a new product to their order.

Through the collaboration, Zalando customers gain access to luxury fashion from more than 50 established designer brands, including items that were previously unavailable on the platform. The assortment spans clothing, footwear, handbags and accessories.

Alice Marshall, Director Pre-owned at Zalando, says:

“We are very pleased to offer a strong selection of authenticated luxury items together with Vestiaire Collective, our first secondhand partner. We are seeing growing interest in high-quality secondhand fashion, and with authenticated luxury pieces as part of the assortment, combined with the seamless shopping experience at Zalando. We hope to inspire even more customers to choose secondhand.”

Thomas Hezard, Chief Product Officer at Vestiaire Collective, adds:

“We look forward to our partnership with Zalando and to our shared mission of making certified secondhand luxury accessible to millions of customers across Europe. The partnership opens the door to a new generation of customers who can now discover and explore luxury fashion through secondhand pieces directly where they already shop.

It reflects a shared ambition to make circular luxury more visible, more relevant, and more appealing to a broader and younger audience.”

Earlier this year, Zalando also added accessories and childrenswear to its secondhand category.

Alice Marshall, Director Pre-owned, Zalando &
Thomas Hezard, Chief Product Officer, Vestiaire Collective

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Sebastian Quistorff hardly needs an introduction among Denmark’s coffee enthusiasts. As co-founder of Prolog, he helped shape one of the country’s most influential specialty coffee brands over the past decade, with a reach that extended well beyond Denmark’s borders. Earlier this year, he sold his stake in the company, closing a chapter that has defined much of his professional life.

A new one has already begun. Quistorff has joined Hagen as Director of Quality and Brand Experience. The Copenhagen-rooted coffee concept operates espresso bars in London and was founded by Danish entrepreneur Tim Schrøder.

Schrøder previously worked in investment banking and wealth management at Goldman Sachs in London from 2006 to 2011, a story for another time.

We spoke with Sebastian Quistorff about why Hagen felt like the right next step.

Sebastian Quistorff

Sebastian, to start with the obvious. Ten years at Prolog, what do you take away from that time?

“First and foremost, gratitude: gratitude for the many great experiences, and for a journey I would never have wanted to be without. Being part of something that started from nothing and eventually grew into something with real influence, and seeing a team grow along the way.”

What have you been doing since?

“I’ve spent the time reflecting on the past ten years, what they have brought, and what I can take with me moving forward, both in terms of the skills I’ve gained along the way, and the direction I want to develop in.”

And now the next chapter has landed at Hagen. What was it about the project that attracted you?

“It’s going to be an incredibly exciting chapter. It shares the same mindset I’ve worked with before, and I’m looking forward to testing myself on an international stage. We have coffee bars in both London and Amsterdam, and it’s the scale that really attracts me, trying to bring specialty coffee to a wider audience without compromising on quality.”

What drives you right now, as you think about the next chapter?

“That I love the coffee industry, from the very beginning of the coffee plant in the fields, to roasting, and especially everything that surrounds the service industry. Having a place where guests come every day, and where your product can have an impact and even contribute to people’s quality of life.”

What will your role be at Hagen?

“The title is Director of Quality and Brand Experience, and it is deliberately quite broad. It’s about both the quality of what we serve, and the experience of walking into a Hagen, whether in London or Amsterdam. I’ll be working to further improve the quality in the cup, drawing on much of the experience I’ve built up over the years.”

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