How do you create the best engagement as possible around a football game? The business teams of the year for Allsvenskan and Superettan traveled to Germany to be inspired by Bayern Munich and see how one of the largest clubs in Europe does.
”We are talking about a more than 100 years old club with success throughout the whole world. We can not copy the Bayern concept but maybe we can find interesting parts to use in our own clubs, ”says Göran Matzén, Marketing Manager in Östersund’s FK.
Two of the smaller clubs in Sweden, Östersunds FK and IK Sirius were earlier in the spring named Business Team of the year for Allsvenskan and Superettan for 2016. Two representatives from each club got to spend two conference days in Munich visiting Allianz arena to be inspired by the match arrangements of Bayern Munich. The former Swedish player of Bayern Munich, Patrik Andersson took part in the trip and showed the way around the Allianz arena and told the others about his career. For a finish the participants watched Bayern Munich’s league match against Darmstadt in the Bundesliga.
”It’s exciting to get a little behind the scenes in a big club like Bayern Munich. Even though we are a small club, there are always things to take home and apply for us, says Ola Laxvik, ticket and shop manager in Östersund.
Östersunds FK comes from a small town in northern Sweden and are now only a year and a half after playing their first season ever in Allsvenskan going to try to qualify for the next seasons Europa League group stage. The focus is off course on the team efforts on the pitch but a lot can also be learned from the actual event.
Deltagare bakre från vänster: Patrik Andersson, Anders Sewerin (Cruyff Institute), Kaveh Sarvari (Svensk Elitfotboll), Jan Karlsson (Svensk Elitfotboll), Robert Johansson (Svensk Elitfotboll), Ola Laxvik (Östersunds FK).
Främre raden: Göran Matzén (Östersunds FK), Michelle Bebic (IK Sirius), Hans Göran Tägtström (IK Sirius).
”Bayern Munich is a excellent team but you can find good performances in Allsvenskan as well and although we live in a smaller city and have a smaller stadium we also have a lot of spectators in the stands. The main focus is how to create an full match time experience to create an even better atmosphere. It is difficult to do, but you have to start somewhere. There are no such things as quick fixes” says Göran Matzén.
”It is good to compare prices with how it works in the Bundesliga. How many sponsors do they take? How do they work with pricing? Different levels? Low prices to attract more people or higher prices because it is worth it? One thing I thought was completely different from Sweden was when we asked about the VIP spaces. You could not see the pitch from there. The club wanted it this way. They have made the choice that everyone will go out to see the match, while all we want in Sweden is that everyone should stay in the VIP space, eat and drink and watch the match from there”, says Michelle Bebic of IK Sirius in Uppsala who this year are doing their first season in Allsvenskan since the 1970´s.
Anders Sewerin of Cruyff Institute and former Swedish Bayern player Patrik Andersson
So, how do we achieve increased success and increased business opportunities in Sweden?
”Well, you have to take small steps and start from there. Focus on the opportunities. In Bayern’s case, the arena is important for linking sponsors, but you have to find your own concept. You do not build culture in 10-15 years. You have to be successful and stand up for your own concept, ”says Göran Matzén.
Business team of the year:
The appointment of the Business Team of the Year is based on benchmarking of key figures that Swedish Elite Football has developed. Östersund and Sirius were named first winners and received an inspiration trip to Germany. All four club representatives on the trip have worked hard with their colleagues to make their clubs more attractive in their local areas, and now received more suggestions from Bayern Munich for their continued work.
More information:
Jan Karlsson
Sales and marketing manager
Mobile: +46 (0) 70-525 88 44
jan.karlsson@svenskelitfotboll.se
