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.
Next, Anders Almgren spoke about democracy and safety as two of the most fundamental aspects of sustainability in football. He explained why both should be viewed as sustainability issues, how a sustainability analysis can provide valuable support, and how sustainability can serve as a guiding principle. Almgren emphasized the importance of addressing both short- and long-term perspectives - ensuring the immediate issue is handled effectively while also strengthening the broader club system. He argued that sustainability efforts should be rooted in the core operations and be a win-win. Democracy, he noted, is the foundational value of sport, providing stability and fostering supporter engagement. Safety, meanwhile, is essential for successful event management and for ensuring that both supporters and the general public feel secure during football matches.
Tryggve Pederby, Erik Gozzi, and Nike Örbrink participated in a reflection panel titled From the Federations to the Stands – What Can We Learn from Recent Years in Swedish Football? How Can We Come Together, and Where Do We Stand Today?
Nike Örbrink criticized the current political discourse around football, which she felt is overly focused on disorder and disturbances - a narrative rooted in the past, rather than putting energy into how we can create better conditions for sport in Sweden. She highlighted the urgent need for investment, noting that Stockholm alone would need 40 new football pitches. According to Nike, football should better showcase the many positive contributions it makes, such as clubs taking on significant social responsibility in suburban areas.
Erik Gozzi, newly appointed chairman of Djurgården IF, emphasized the importance of membership democracy. He stated that long-term decisions within a club should be made by people who carry the spirit of the club with them. He also stressed the need to protect club staff from excessive external pressure, enabling them to work long-term, as the current intensity is unsustainable.
Tryggve Pederby expressed frustration over how the public debate is dominated by discussions of disorder. He and others are involved because of their passion for football and the culture surrounding it. They take pride in the democratic process and want to focus on those values. He stressed that a strong democratic force will be essential in defending the sport’s core values as football continues to evolve.
Martin Carlsson-Wall delivered a keynote on the topic of financing, exploring global trends and their implications for Sweden. Drawing on insights from visits to the United States and its sports ecosystem, he highlighted the importance of learning from international models. Carlsson-Wall emphasized the concept of ambidexterity: the ability to balance tradition with innovation. He argued that the future lies in building teams that embody both — preserving core values while embracing change. Three key focus areas emerged from his talk: Tracking global developments, by visiting other countries and welcoming them to Sweden to foster mutual learning and relationship-building; safeguarding democratic values, ensuring these remain at the heart of football governance; and broadening financing models.
The final panel featured Jens T. Andersson, Jenny Silfverstrand, and Noa Bachner, and centered on the topic: A Shared Vision for Swedish Football – Is It Desirable, What Should It Include, and How Do We Create It?
To inspire the discussion, Jenny Silfverstrand shared the Swedish Hockey League’s vision of delivering the world’s best hockey experience as an example of a unifying goal. Jens T. Andersson emphasized that we should take pride in the Swedish football ecosystem. Despite limited financial resources, Swedish football performs at a high level, and international observers are often impressed, not least by the vibrant atmosphere in the stands.
Noa Bachner proposed the establishment of a dedicated committee tasked with developing a long-term vision for Swedish football, imagining what it should look like and represent 20 to 30 years from now.