Swedish Football at a Crossroads: Seminar Highlights Path Forward
Throughout the morning, key topics were explored, including club democracy, supporter culture, sustainability, security, and financing - all vital to the long-term development of the sport in Sweden.
The event featured a wide range of speakers and panelists who generously shared their insights and perspectives, creating a dynamic conversation at the intersection of sports, society, and business.
Speakers & Panelists included:
Joakim Lundquist - ENABLE Sweden / CEO Lundquist
Filip Lundberg Verendel - Djurgården Football / ENABLE Sweden
Anders Almgren - ENABLE Sweden
Martin Carlsson-Wall - Professor, 91Ô´´ / Center for Sports & Business
Noa Bachner - Journalist & author
Tryggve Pederby - SFSU (Sweidsh Football Supporters Union)
Jenny Silfverstrand - CEO, SHL (Swedish Hockey League)
Nike Örbrink - Politician (Christian Democrats) & AIK supporter
Erik Gozzi - Chairman, Djurgården Football
Jens T Andersson - Chairman, Swedish Elite Football (SEF)
Martin Carlsson-Wall, Professor and Research Director of the Center for Sports & Business, kicked off the event by giving a backdrop to what is currently happening within the Swedish football ecosystem, including three new appointments of General Secretaries, as well as the performance(s) of the female and male football national teams.
Filip Lundberg Verendel and Joakim Lundquist centered their keynote on sustainability in football. Lundberg Verendel explored sustainable development within the context of Swedish football, presenting ENABLE's perspective on sustainability. His focus included topics such as the license to operate, the balance between conservatism and innovation, the importance of local communities, fan culture, membership-based democracy, and the need for collaboration between practitioners and academics.
Joakim emphasized the need for greater professionalization within Swedish football. He noted that many clubs currently approach sustainability in a limited way — treating it as separate from the sporting side, often through isolated projects or initiatives disconnected from the club’s overall strategy. He cautioned against engaging in sustainability reporting merely for its own sake. Instead, he advocated for a strategic approach where sustainability is integrated into the core operations in a structured manner, with projects and initiatives designed to support and strengthen those operations. Additionally, he identified four key areas that all football clubs must address: the 51% rule and membership democracy, ensuring safe and well-managed events, generating increased financial resources through partnerships, and strengthening the engagement with politicians.
As highlighted throughout the day, Swedish football needs more forward-looking conversations - about global trends, democratic values, sustainable business models, and inclusive financing. But equally important is the narrative: the story of Swedish football - what it stands for, who it represents, and where it is heading.